Segment Spec 'Experiment Viewed' on Shopify: A Complete Guide

Key takeaways

What to remember

• Eventabee emits the 'Experiment Viewed' event out of the box.
• Supports Kameleoon, VWO, Visually A/B, Optimizely, and generic GTM dataLayer pushes.
• Enriches events with active variant context for better analytics integration.
• Ensures compliance and efficiency in capturing experiment exposure across tools.

Segment has a canonical ‘Experiment Viewed’ spec event that most Shopify integrations overlook. Eventabee, however, emits this event out of the box with proper formatting and variant context from any of five supported A/B testing tools. This guide will walk you through how it works, what data is captured, and how to activate it downstream in your analytics stack.

Understanding Segment’s ‘Experiment Viewed’ Spec

Segment’s ‘Experiment Viewed’ spec event is a standardized way to track user exposure to different variants of an experiment across various A/B testing tools. This standardization ensures that the data you collect from these experiments can be easily integrated and analyzed within your broader analytics ecosystem, such as Reverse ETL platforms or other third-party services like Amplitude or Mixpanel.

When you run A/B tests on your Shopify store using tools like Kameleoon, VWO, Visually A/B, Optimizely, or generic GTM dataLayer pushes, Eventabee captures the variant context and emits a properly formatted ‘Experiment Viewed’ event. This ensures that every time a user is exposed to an experiment variant, this exposure is recorded in your Segment source.

How It Works

Eventabee’s architecture is designed for efficiency and compliance. The app listens on port 8082 and captures events from the Shopify storefront asynchronously. Once captured, these events are processed through a series of stages: normalization, enrichment with variant context (if applicable), filtering based on consent settings, and fanout to various destinations.

Normalization

During normalization, Eventabee ensures that all incoming event data is formatted consistently. This step is crucial for compatibility across different analytics platforms, including Segment.

Enrichment

The enrichment stage adds critical information such as the active variant context from supported A/B testing tools. For instance, if a user views an experiment variant using Kameleoon, Eventabee captures this and includes it in the ‘Experiment Viewed’ event payload.

Variant Context Example

Here’s what a typical ‘Experiment Viewed’ event might look like:

{
  "event": "experiment_viewed",
  "properties": {
    "variant_id": "123456",
    "experiment_name": "Homepage Header Test",
    "timestamp": "2026-04-18T10:00:00Z"
  }
}

In this example, variant_id and experiment_name are specific to the A/B test variant that was viewed by a user. The timestamp indicates when the event occurred.

Capturing ‘Experiment Viewed’ Events with Eventabee

Eventabee supports automatic detection of five popular A/B testing tools: Kameleoon, VWO, Visually A/B, Optimizely, and generic GTM dataLayer pushes. Here’s how you can set up each tool to work natively with Eventabee:

Setting Up Kameleoon

To track experiments in Kameleoon, follow the steps outlined in our guide [how-to-track-kameleoon-experiments-in-shopify]. This will ensure that your experiment data is properly captured and enriched by Eventabee.

Example Payload for Kameleoon

{
  "event": "experiment_viewed",
  "properties": {
    "variant_id": "KAME0123456789",
    "experiment_name": "Product Page CTA Test",
    "timestamp": "2026-04-18T11:00:00Z"
  }
}

Setting Up VWO

For VWO, refer to the [vwo-shopify-setup-guide-2026] for detailed instructions. Once set up, Eventabee will automatically capture and enrich ‘Experiment Viewed’ events.

Example Payload for VWO

{
  "event": "experiment_viewed",
  "properties": {
    "variant_id": "VWO1234567890",
    "experiment_name": "Checkout Button Color Test",
    "timestamp": "2026-04-18T12:00:00Z"
  }
}

Setting Up Visually A/B

Visually A/B setup involves configuring your Shopify store to emit dataLayer events that Eventabee can capture. Follow the [visually-experiments-to-meta-capi-and-ga4] guide for detailed steps.

Example Payload for Visually A/B

{
  "event": "experiment_viewed",
  "properties": {
    "variant_id": "VISU1234567890",
    "experiment_name": "Landing Page Layout Test",
    "timestamp": "2026-04-18T13:00:00Z"
  }
}

Setting Up Optimizely

Optimizely requires specific configuration to ensure that experiment data is captured by Eventabee. Refer to our [optimizely-shopify-server-side-attribution] guide for detailed instructions.

Example Payload for Optimizely

{
  "event": "experiment_viewed",
  "properties": {
    "variant_id": "OPTI1234567890",
    "experiment_name": "Product Page Image Size Test",
    "timestamp": "2026-04-18T14:00:00Z"
  }
}

Setting Up Generic GTM DataLayer Pushes

For generic GTM dataLayer pushes, ensure that the dataLayer object includes necessary experiment and variant information. Eventabee will capture this and enrich it with ‘Experiment Viewed’ events.

Example Payload for Generic GTM

{
  "event": "experiment_viewed",
  "properties": {
    "variant_id": "GTM1234567890",
    "experiment_name": "Footer Call-to-Action Test",
    "timestamp": "2026-04-18T15:00:00Z"
  }
}

Activation in Reverse ETL and Other Analytics Platforms

Once the ‘Experiment Viewed’ events are captured by Eventabee, they can be easily activated downstream. Here’s how you can use this data in platforms like Amplitude or Mixpanel.

Activating in Amplitude

In Amplitude, these events can be used to create cohorts based on experiment exposure and analyze user behavior post-exposure. This allows for a deeper understanding of how different variants impact user engagement and conversion rates.

Example Cohort Query in Amplitude

SELECT * FROM event WHERE event_name = 'experiment_viewed' AND properties.variant_id = '123456'

Activating in Mixpanel

In Mixpanel, you can create funnels to track the path users take after viewing a specific experiment variant. This helps identify which variants are driving higher conversion rates or engagement.

Example Funnel Query in Mixpanel

SELECT * FROM event WHERE event_name = 'experiment_viewed' AND properties.variant_id IN ('123456', '789012')

Comparison with Competitors

Eventabee stands out from competitors like Elevar, Littledata, Analyzify, Stape, Enzuzo, OneTrust, and Pandectes by not metering usage based on order volume, event count, GMV, or transactions. Instead, Eventabee offers a flat pricing model that scales with your needs.

Feature	Eventabee (Pro)	Elevar Growth	Littledata Standard
Pricing	$49/mo	~$450/mo	$199/mo
Destinations	3	N/A	1
Retention	14 days	N/A	Event-metered

Conclusion

Eventabee provides an easy and efficient way to track ‘Experiment Viewed’ events on Shopify, ensuring that your A/B testing data is properly captured and enriched. With support for multiple A/B testing tools and native integration with Segment, you can easily activate this data downstream in platforms like Amplitude or Mixpanel.

Drop the Segment write key into Eventabee and canonical Experiment Viewed events start landing in your Segment source the same day.

Frequently asked questions

How does Eventabee capture 'Experiment Viewed' events?

Eventabee listens on port 8082, captures events asynchronously, normalizes data, enriches with variant context from supported A/B testing tools, filters based on consent, and sends to destinations.

Which A/B testing tools are supported by Eventabee for 'Experiment Viewed'?

Eventabee supports Kameleoon, VWO, Visually A/B, Optimizely, and generic GTM dataLayer pushes. Each has a specific setup guide available on our blog.

Can I use the 'Experiment Viewed' event in Amplitude or Mixpanel?

Yes, once Eventabee captures these events, they can be used to create cohorts or funnels in platforms like Amplitude and Mixpanel for deeper analysis.