Segment Integration

The Segment integration forwards A vs B experiment events through your Segment workspace using analytics.track(). Because Segment acts as a data router, connecting A vs B to Segment means your experiment data automatically flows to every downstream destination you have configured — your data warehouse, your email platform, your CRM, and any other tool connected to Segment.

Setup

What is sent through Segment

When a visitor is enrolled in a variation, A vs B calls:

1analytics.track('avsb_experiment', {
2  experiment_id: 'exp_abc123',
3  experiment_name: 'Homepage Hero Test',
4  variation_id: 'var_xyz789',
5  variation_name: 'Variation B',
6  event_name: 'experiment_viewed'
7});

This event flows through your Segment pipeline to all connected destinations. If your data warehouse receives Segment events, experiment enrollment data will be available there for SQL analysis. If your email platform receives Segment events, you can trigger emails based on experiment enrollment.

Using experiment data in downstream tools

Once experiment events are flowing through Segment, you can use the experiment_name and variation_name properties to:

• Warehouse analysis — join experiment enrollment events with conversion events in your data warehouse to build custom A/B analysis outside of A vs B.
• Audience creation— build Segment audiences based on experiment enrollment (e.g., "users who saw Variation B of the pricing test") and use those audiences in your ad platforms.
• Email personalization — trigger different email sequences based on which variation a user was assigned to.