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Webtrends

Webtrends

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  • Technology Partner - Integration
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  • Analytics
Type of Integration
  • 1st party

Analyze Convert A/B tests inside Webtrends Infinity Analytics with event-level experiment data

The Convert + Webtrends integration is built to bring your A/B test data directly into Webtrends Infinity Analytics. Experiment and variation information from Convert is passed into Webtrends so you can analyze test performance in the same dashboards you use for site analytics.

By tagging Webtrends events with experiment and variation context, you can see how each variant influences clicks, downloads, ad views, and other key actions. This keeps experimentation tightly connected to your existing reporting workflows.

The integration uses Webtrends MultiTrack and custom properties, giving teams flexibility to align experiment metadata with their current tracking conventions. Once configured, Convert exposure data simply appears alongside your standard Webtrends reports for unified analysis.

Key capabilities

  • Send active experiment and variation names from Convert into Webtrends for each visitor
  • Tag Webtrends MultiTrack events (virtual page views, clicks, downloads, ad views, and more) with experiment and variation context
  • Map experiment and variation data into customizable Webtrends properties to match existing naming conventions
  • Make experiment and variation data visible in standard Webtrends dashboards and reports
  • Support a dual-tag setup with both Convert tracking and the Webtrends Analytics Tag for accurate data collection

Benefits

  • Analyze A/B test performance directly inside Webtrends without changing your reporting tools
  • Segment users by experiment and variation to understand downstream behavior and engagement
  • Attribute changes in key metrics (clicks, downloads, ad views, file interactions) to specific test variations
  • Uncover deeper CRO insights by combining advanced event tracking with experiment exposure data
  • Reduce reporting silos by consolidating experimentation and behavioral analytics in one platform

Convert and Webtrends

Webtrends is a digital analytics platform that helps organizations measure and understand user behavior across their websites and digital properties, with a focus on flexible event tracking and detailed reporting.

Together, Convert and Webtrends enable teams to connect experimentation with rich behavioral analytics. By sending experiment and variation data from Convert into Webtrends as custom, event-level properties, marketers can segment reports, attribute performance shifts to specific test variants, and run deeper CRO analysis using the Webtrends dashboards they already rely on.

Use Cases

Evaluate Test Variations Inside Existing Webtrends Dashboards

Problem: CRO teams run A/B tests in Convert but stakeholders live in Webtrends, forcing manual exports and spreadsheet work to connect experiment results with core site KPIs. Solution: Convert passes experiment and variation names into Webtrends as custom properties, so every visit and event is tagged with the active test context inside Infinity Analytics. Outcome: Teams review experiment performance in the same Webtrends dashboards they already trust, speeding up analysis, reducing reporting silos, and increasing adoption of testing insights.

Tie Micro-Conversions and Engagement to Test Variations

Problem: Winning variations on primary KPIs can still hurt engagement metrics like scroll depth, navigation usage, or on-site search, which are often tracked only as custom events. Solution: Using Webtrends MultiTrack, Convert experiment and variation data is attached to custom engagement events such as scrolls, menu opens, and search queries for each visitor. Outcome: Marketers see how each variation impacts deeper engagement, not just top-level conversions, enabling them to choose variants that improve both revenue and user experience.

Attribute File Downloads and Content Consumption to Experiments

Problem: Content and B2B teams can’t clearly attribute changes in whitepaper downloads, spec sheet views, or gated asset access to specific A/B tests running on landing pages. Solution: The integration tags file downloads and virtual page views in Webtrends with Convert experiment and variation identifiers via MultiTrack and custom properties. Outcome: Teams pinpoint which variations drive more high-intent content consumption, optimize landing pages for qualified leads, and justify content investments with experiment-backed data.

Optimize Ad and Promo Placements Using Event-Level Test Data

Problem: Ecommerce and retail marketers struggle to understand which page layouts or banners truly drive promo clicks and ad views, beyond simple CTR snapshots. Solution: Convert sends variation data into Webtrends, where MultiTrack records ad views, banner clicks, and promo interactions as events enriched with experiment and variation context. Outcome: Marketers identify which layouts and creatives generate more promo engagement and downstream revenue, enabling smarter merchandising and higher ROI from on-site campaigns.

Segment Post-Test Behavior Without Rebuilding Reports

Problem: After a test ends, analysts want to track long-term behavior of exposed cohorts, but rebuilding segments and reports in a separate experimentation tool is time-consuming. Solution: With experiment and variation stored as Webtrends properties, analysts can build segments and funnels in Infinity Analytics using their existing reporting framework and filters. Outcome: Teams quickly compare downstream behavior of users exposed to each variation over weeks or months, validating long-term impact and informing rollout or rollback decisions.

Standardize Experiment Metadata Across Complex Webtrends Setups

Problem: Enterprises with mature Webtrends implementations have strict naming conventions and property usage, making it hard to add experiment data without breaking reports. Solution: The integration uses JavaScript to map Convert experiment and variation values into configurable Webtrends properties (e.g., WT.ti, WT.mc_id) aligned with existing schemas. Outcome: Experiment data slots cleanly into current dashboards and governance rules, so teams gain powerful CRO insights without disrupting established analytics processes.

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