Variables Supported by VWO Editor for Personalized Text

Before you configure the Personalized Text in the VWO editor, ensure that the variables used in the operations are present on the page before the campaign executes. To learn how to configure Personalized Text for your test campaigns, refer to Configuring Personalized Text for Your VWO Campaigns.

Here is the list of variables that VWO supports for Personalized Text:

Predefined Variables

Predefined variables are the ones that VWO provides. You can use these predefined variables directly without declaring them in your campaigns. These variable are:

• URL of the website. For example, https://abc.com/index.htm
• The domain of the website. For example, abc.com
• The browser language
• The current date in YYYY/MM/DD format
• Current time in HH:MM format
• The device type with which visitor is accessing the website (mobile/tablet/desktop)
• Country of the visitor, for example, India.
• Region of the visitor, for example, Maharashtra.
• City of the visitor, for example, Mumbai.

Other standard variables

Apart from the website variables mentioned in the previous section, you can use any global variable present in the window, such as window height, window width, etc. To learn about more such variables, refer to this article. 

In VWO, you can use all variables of the browser window object. These are available for any website that the browser opens and is not specific to a particular website.

Script-defined variables

A website can have its own set of variables based on which you can customize your visitor’s experience. These variables are unique to the website and are not standard. 

To use variables that are not covered under the Pre-defined Variables list, you can declare them or insert them in the EJS syntax directly in the text or HTML of the element. During the campaign’s run time, VWO will automatically fetch these values to use them. 

Alternatively, if the variable results from some computation or logic, you can declare a new variable through the variable declaration process and add this logic as custom javaScript in the variable definition.

For example, to get the status of whether a user has completed onboarding (with the key- ‘onboardingComplete from the local storage), you can use a script like the one that follows:

function() {
return window.localStorage.getItem(‘onboardingComplete’);
}

Event-based Variables

These dynamic variables define their value by automatically processing and aggregating historical event data triggered by user behaviors. This capability empowers you to harness the power of your past data to drive personalized content.

Let’s say you want to create a variation that displays the popularity of the product plan subscription by showing a banner with the number of visitors buying the plan in the last 7 days.

Or you want to show a nudge indicating the total number of users subscribed to your Newsletter page.

For more information on how to configure variables, see Configuring Personalized Text for Your VWO Campaigns.

Account-Based Marketing Variables

Account-Based Marketing (ABM) variables enable you to personalize campaign content using account-level (firmographic) and contact-level data available in VWO. These variables retrieve data from VWO Data Studio and become automatically available in the VWO Editor when the relevant data sources are connected and synced.

You can use ABM variables to tailor messaging based on who the visitor represents (their company) and who the visitor is (the contact), rather than relying only on behavioral or session-level attributes.

Supported Data Sources

ABM variables can be imported from the following sources:

• CRM Integrations
  Data synced from connected CRMs such as Salesforce, HubSpot, or Marketo. Some common examples include:
  • Account or contact lifecycle stage
  • Account owner
  • Lead status
  • Custom CRM fields mapped during integration
• IP-reveal Providers
  Firmographic data resolved through providers such as 6sense and Clearbit. Some common examples include:
  • Company industry
  • Annual revenue range
  • Employee count
  • Company location
• CSV Uploads
  Custom account or contact attributes imported into VWO using CSV files.
  This is useful when you want to personalize campaigns using:
  • Internally defined account tiers
  • Strategic customer segments
  • Any custom business metadata not available through integrations

ABM variables appear automatically in the VWO Editor once the corresponding data source is enabled and data is available for the visitor. The exact set of variables available to you depends on:

• The connected data sources
• The attributes synced or uploaded
• Whether the visitor can be successfully matched to an account or contact

For example, when a visitor is matched to an account with an annual revenue above a defined threshold, such as $100M+, you can replace generic CTAs with high-touch actions such as Request a custom demo or Talk to an enterprise expert.

This customization ensures that enterprise visitors see messaging that reflects their scale and needs, while other visitors continue to see standard or self-serve experiences, without creating separate campaigns or pages.

Need more help?

For further assistance or more information, contact VWO Support.