Segment is a customer data platform (CDP) that helps every team access clean and reliable customer data to make real-time decisions, accelerate growth, and personalize experiences. It helps companies harness first-party customer data by offering a complete toolkit to standardize data collection, unify user records, and route customer data into any system where it’s needed.

Integrating your VWO account with Segment will facilitate the bilateral transfer of data, viz., 

• Outbound transfer of campaign data from VWO to Segment. For example, you may analyze the performance of visitors tagged to different versions of a campaign in VWO further along different metrics that are available in Segment. Click here to learn how to configure the outbound data transfer. 
  
  
• Inbound transfer of data from Segment to VWO, wherein you will be able to do the following:
  
  
  • Sync in the Segment audiences and use them for targeting your campaigns in VWO. For example, you might have an audience group in Segment that categorizes returning visitors who had abandoned the cart. Via the VWO <> Segment integration, you can target this audience to run a campaign in VWO.
    
    NOTE: To facilitate the inbound transfer of audience data from Segment to VWO, you should also carry out the integration process from your Segment account and create at least one audience in your Segment account using the relevant destination. Click here to learn more.
  • Receive the events and attributes that you have already created in Segment directly into the VWO Data360 module that can be saved and applied to your VWO campaigns. These events and attributes will appear under the UNREGISTERED EVENTS and the UNREGISTERED ATTRIBUTES sections, respectively. You need to save these values to VWO to be used further in the campaigns in VWO. 
    INFO: For transiting events and attributes from Segment to VWO, you need to perform the integration for web mode (for client-side) and cloud mode (for server-side), applicably.

Enabling Segment Integration for Your VWO Account

To enable the VWO-Segment integration in your VWO account, the following prerequisites must be met:

• You should possess an active Segment account.
• The Segment analytics code and the VWO SmartCode should be implemented on your webpage.

Procedure

1. Log in to your VWO account.
   
   
2. From the left panel of your VWO dashboard, go to Configurations > Integrations page, which provides integrations to be enabled at the workspace level. 
   
   
3. Click on the Segment integration tile, and click on Enable Now.  By doing so, you can use this integration in your test campaigns. Once done, the Segment screen within the Integrations page looks like this:
   Post enabling the integration, you need to configure the data to be sent and received from Segment.

Configuring the Integration Setup

Once you have enabled the integration for Segment, based on the integration type (inbound or outbound transfer of visitor data from your VWO account), you will be able to configure how your VWO data should be transmitted to Segment. The Config tab in the Segment integration page will provide you with the following options, which are applicable respective to the integration type:

Enable Sending VWO Campaign Data to Segment 

This option lets you configure the data that can be pushed from VWO to your Segment account.

VWO provides the following ways for this purpose:

• Track call - By selecting this option, you can receive your VWO campaign data via a Track call on your Segment dashboard. This option delivers information to Segment at the event level in the following format:
  

  analytics.track('Experiment Viewed', {
    experimentId: '<campaign ID>',
    variationName: '<variation ID>',
    vwoUserId: '<UUID>'
  });

• Identify call - By selecting this option, you can receive your VWO campaign data via an Identify call on your Segment dashboard. This delivers the data to Segment at the user level in the following format:
  

  analytics.identify({
    'VWO-Test-ID-<campaign ID>': 'Variation-<variation ID>',
    vwoUserId: '<UUID>'
  });

• Both - By selecting this option, you can receive your VWO campaign data via a Track and an Identify call individually on your Segment dashboard.

After configuring the outbound setup, the Segment integration is auto-applied to your new campaigns. To enable it for the pre-existing ones, you can select the Segment integration checkbox in your respective VWO campaign in order to pass the campaign data from VWO to Segment. To do so, select the campaign, go to Configuration > Integrations and select Segment.

Verifying VWO Campaign Data Sent to Segment

After setting up the integration, you can check the transmission of your VWO data to Segment by accessing the Segment dashboard > Sources > source installed on your website. The Debugger tab features the list of calls that you have received from VWO, along with the other events. You can click on the calls to view the respective information that is contained in them.

Tracking Revenue Conversion for Non-Data360 Accounts

If yours is a non-Data360 account, you can send your revenue conversion data from Segment to VWO by selecting the Track revenue conversion goal in VWO option. This obviates the need to create a revenue tracking goal individually for each of the campaigns. Upon enabling this option, the following code snippet appears:

analytics.track('Order Completed', {
  total: 25
});

Here, Order Completed is Segment’s e-commerce revenue track event, total is the event property, and 25 is the default value of the event property, i.e., the value of the revenue that got converted. You can replace the value of the event property with the revenue variable that displays the value corresponding to each conversion. 

Enable Use of Segment Audience for Visitor Targeting 

This option allows you to use your Segment audiences in VWO for targeting your campaigns. However, before working on this option, it is essential that you connect your audience with the VWO cloud mode destination in order to send the audience data from Segment to VWO. You can do that by performing the following steps from your Segment account:

1. From the Segment dashboard, navigate to Engage > Audiences and select the audience that you have created.
   
2. Under the Destinations section, click on the Add Destination button.
   
3. In the Add destination popup that appears, select the appropriate VWO Cloud Mode (Actions) destination to which you want to send your data.
   INFO: If you can’t find the VWO Cloud Mode (Actions) destination, you need to install it by performing the steps mentioned here.

   Enabling the VWO Cloud Mode (Actions) destination is essential as it is the channel through which the events, attributes, and audiences are transited to VWO from Segment.

   NOTE: Though it involves VWO Cloud Mode (Actions) destination, this integration caters only to the client side and not to the server side.

4. In the VWO Cloud Mode (Actions) popup that appears, enable Send Track under Connection settings to facilitate the use of your Segment audiences in VWO.
   
5. Click Save.

The Segment audiences will be populated in VWO only after your website gains a visitor after connecting with the VWO Cloud Mode (Actions) destination.

Once you’re done with connecting your Segment audience with the VWO Cloud Mode (Actions) destination, you will have to carry out the rest of the procedure in VWO to complement the inbound transfer of audience data from Segment to VWO.

Under the Config tab of the Segment integration page, select the Enable Use of Segment Audience for Visitor Targeting option and perform the following steps to add your Segment audiences into VWO:

1. Click on Add audience. 
   
   
2. In the Add Segment Audience popup, enter the name of the Segment audience in the search bar or directly select from the list of audiences that are displayed.
   
   NOTE: You will be able to see the list of Segment audiences only upon successful connection with the VWO Cloud Mode (Actions) destination.
3. Click Add.
   
   NOTE: The name of the Segment audiences may appear in a different case, as VWO fetches them by their respective IDs.
4. Once done, a toast appears, confirming the addition of the Segment audience.

VWO takes around 24 hours to sync the data of the Segment audiences into VWO after the addition. Post that, it does the sync every once 24 hours. However, if you require, you can manually sync the data of the audiences at any time by clicking on the Sync all link above the list of imported audiences. You can also sync an individual audience list by clicking on the corresponding vertical ellipsis (⋮) > Sync.

Targeting a Campaign Using Segment Audiences

Once you have imported the audiences from your Segment account into VWO, you can put them to use in your campaigns to target the visitors that qualify the conditions specified in your Segment audiences.

To do this, perform the following steps:

1. Login to your VWO account.
   
   
2. Using the Testing section, create a test campaign.
   
   
3. In the URL(s) page, expand the More Options section and select the Enable campaign for a specific visitor group option.
   
   
4. Go to the Custom segment and create a segment using the Segment Audience List condition. You can use this to fetch the smart lists that you have synced in VWO from your Segment account.
   Here's an example of how you can put it to use.
5. To add multiple conditions, click Add condition. Also, you can define the logical relationship between the different conditions using the and/or operators and use brackets to organize the segment condition.
   
   
6. Once done, click Save Segment.

Importing Events and Attributes From Segment into VWO

Upon enabling the VWO <> Segment integration via VWO web mode (for client-side website) / VWO cloud mode (server side), the event and attribute data from Segment will start streaming into your VWO account. These events and attributes will appear in the Unregistered section, respectively. The events and attributes imported from Segment can be identified by the name tagged to them. They appear in the format - segment.<name of the event/attribute>. For example, segment.HeatmapAllClicksSelect.

In order to use these events and attributes in your campaigns, you need to save them to your VWO account. The procedure to save an unregistered event or an attribute is the same and is as follows:

1. Under the UNREGISTERED EVENTS / UNREGISTERED ATTRIBUTES section, click on the imported event/attribute.
   
   
2. Click on the Register Event / Register Attribute button to save the event/attribute to your VWO account.

3. Once done, the event/attribute gets transferred to the MY EVENTS / MY ATTRIBUTES section.

Now, you can use the event/attribute to construct a metric to track conversions or a custom visitor segment to target your campaign or filter your campaign reports.