Variance Destination
Variance hooks into your customer data and makes it easy to access growth signals across product, marketing, and sales. The platform provides your growth team with clear, intent-based signals, from all stages of a customer’s journey.
This destination is maintained by Variance. For any issues with the destination, contact the Variance Support team.
Getting Started
- From the Destinations catalog page in the Segment App, click Add Destination.
- Search for “Variance” in the Destinations Catalog, and select the Variance destination.
- Choose which Source should send data to the Variance destination.
- Go to the Variance Integrations page (you’ll see it in the main nav under your company name).
- Click Add Connection.
- Give your connection a name. If you use a descriptive name, you can use it as an event filter in Variance.
- Choose a method for account matching. You can read more about these methods in the Account Mapping section.
- Find and copy the “Secret” and “Webhook URL” fields associated with this project.
- Back in the Segment App, enter these as the API Key and Webhook URL fields in the Variance Destination settings.
Supported methods
Variance supports the following methods of the Segment Spec.
Page
If you aren’t familiar with the Segment Spec, take a look at the Page method documentation to learn about what it does. An example call would look like:
analytics.page()
Segment sends Page calls to Variance as a Page
Event Type.
Screen
If you aren’t familiar with the Segment Spec, take a look at the Screen method documentation to learn about what it does. An example call would look like:
[[SEGAnalytics sharedAnalytics] screen:@"Home"];
Segment sends Screen calls to Variance as a Screen
Event Type.
Identify
If you aren’t familiar with the Segment Spec, take a look at the Identify method documentation to learn about what it does. An example call would look like:
analytics.identify('userId123', {
email: 'john.doe@example.com'
});
Segment sends Identify calls to Variance as a Contact
.
Track
If you aren’t familiar with the Segment Spec, take a look at the Track method documentation to learn about what it does. An example call would look like:
analytics.track('Login Button Clicked')
Segment sends Track calls to Variance as an Action
Event Type.
Group
Send Group to Variance. For example:
analytics.group("groupId123", {
name: "Initech",
industry: "Technology",
employees: 329,
plan: "enterprise"
});
Segment sends Group calls to Variance as an Account
if you’ve chosen the “Group” Account Mapping method during setup.
Alias
If you’re not familiar with the Segment Spec, take a look at the Alias method documentation to learn about what it does. An example call would look like this:
analytics.alias('123456')
If there is an existing user with that userId
in Variance that matches the previousId
passed with the alias, that user will be merged into the “123456” user identified in the alias. If there is only one user with the previousId
and no user with the userId
, that user will have their Variance externalId
updated to match the current userId
passed in the alias.
Account Mapping
Variance offers several ways to map your users to accounts or companies, including the following.
- Group: If you already use the Group call to indicate the Account, then you don’t need to change anything as Segment automatically extracts the Account name.
- Identify with custom traits (for example
company.id
andcompany.name
): Choose this option if you include some information about the Account, Company, or Organization as a trait in each Identify call. When you choose this option, add the name of the trait you use. For example, if you configure the call with the data{'company':{'id':1,'name':'Awesome Inc.'}}
, addcompany.id
as the Account ID trait andcompany.name
as the Account Name trait. - Identify email trait domain extraction (Fallback option): If you don’t use the methods above, Segment extracts the domain name from the
email
trait, and uses that value as the Account name.
If none of these methods work for your configuration, contact Variance support to discuss alternatives.
Engage
You can send computed traits and audiences generated using Engage to this destination as a user property. To learn more about Engage, schedule a demo.
For user-property destinations, an identify call is sent to the destination for each user being added and removed. The property name is the snake_cased version of the audience name, with a true/false value to indicate membership. For example, when a user first completes an order in the last 30 days, Engage sends an Identify call with the property order_completed_last_30days: true
. When the user no longer satisfies this condition (for example, it’s been more than 30 days since their last order), Engage sets that value to false
.
When you first create an audience, Engage sends an Identify call for every user in that audience. Later audience syncs only send updates for users whose membership has changed since the last sync.
Real-time to batch destination sync frequency
Real-time audience syncs to Variance may take six or more hours for the initial sync to complete. Upon completion, a sync frequency of two to three hours is expected.
Settings
Segment lets you change these destination settings from the Segment app without having to touch any code.
Setting | Description |
---|---|
API Key (required) |
string . Secret key from Variance. Found in the Integrations section under connection settings. |
Webhook URL (required) |
string . Webhook URL from Variance. Found in the Integrations section under connection settings. |
This page was last modified: 28 Aug 2023
Need support?
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