What does Optiview do?

Optiview helps websites understand anonymous visitor behavior and use those signals to reduce friction before the visitor leaves or identifies themselves.

Does Optiview identify visitors?

No. Optiview reads anonymous on-site behavior during a visit. It does not require login, CRM IDs, or cross-site identity.

For builders. Evaluating Optiview in plain language? Start with the signal guide — this page is IDs, allowed values, and code.

Builder reference

Signal reference

Canonical contract for si_personalization_signal. Branch on stable IDs — Optiview does not render experiences.

Commercial signals — readiness, blockers, recommended actions (si.commercial_signals)
Context + dynamics — observed visit facts and browsing pace (separate from commitment readiness)
Labels — for panels and copy only; never use *_label or deprecated prose aliases in GTM/Target rules

Quickstart · Integration patterns · Signal library

Example dataLayer push

Fires when meaning changes. Verify: dataLayer.filter((e) => e.event === 'si_personalization_signal').pop()

Production example

window.dataLayer.push({
  "event": "si_personalization_signal",
  "si": {
    "context": {
      "traffic_source_type": "paid_search",
      "device_class": "mobile",
      "visit_recency_bucket": "first_seen",
      "local_time_bucket": "evening"
    },
    "session_dynamics": {
      "decision_pace": "slow",
      "engagement_trend": "deepening",
      "session_velocity": "accelerating"
    },
    "commercial_signals": {
      "status": "active",
      "signal_phase": "explainable_heuristic",
      "commercial_state_id": "hesitating",
      "blocker_ids": [
        "financing_or_payment_uncertainty"
      ],
      "recommended_next_actions": [
        {
          "action_id": "promote_financing_clarity",
          "priority": "high",
          "confidence_0_1": 0.8
        }
      ]
    }
  }
});

Tag & dataLayer emit catalog

Everything the hosted tag can push on si_personalization_signal for your CMS, Adobe, Target, or GTM to consume. Generated from activationPayload.ts — regenerate via pnpm docs:generate after contract changes.

Show CMS-relevant fields only (hide operator/debug scores)

For CMS authors: branch on fields marked Branch in CMS/GTM. Use Display only labels in copy and dashboards, not in targeting conditions. Optiview does not render modules — your stack maps action_id values to experiences.

Primary integration object: structured visitor intelligence your CMS, Adobe stack, Optimizely, or GTM can route on. Branch on si.commercial_signals and si.context first; si.personalization_signal is a secondary messaging layer.

si.commercial_signals — primary CMS / GTM branching

Field	Type	What it means	CMS leverage
`si.commercial_signals.status`status	"active" \| "diagnostic"	active = interpretation available; diagnostic = page blocked (WAF, access denied).	Metadata Gate rules — only branch when status is active
`si.commercial_signals.signal_phase`signal phase	"explainable_heuristic"	Transport metadata — deterministic session signals, not ML probabilities.	Metadata Metadata — explainable_heuristic today; not a targeting dimension
`si.commercial_signals.commercial_state_id`commercial state id	CommercialStateId (closed enum)	Commitment readiness: exploring, evaluating, narrowing, hesitating, committing, recovering, re-engaging.	Branch in CMS/GTM Primary CMS key: how ready the visitor is to commit (hesitating, narrowing, …)
`si.commercial_signals.commercial_state_label`commercial state label	string	Human label for panels and reports — do not use in CMS targeting rules.	Display only Display copy for dashboards — never use in Target/GTM conditions
`si.commercial_signals.blocker_ids`blocker ids	string[]	Taxonomy IDs for likely friction (e.g. financing_or_payment_uncertainty).	Branch in CMS/GTM Match friction themes to modules (financing uncertainty, trust, shipping, …)
`si.commercial_signals.recommended_next_actions`recommended next actions	RecommendedNextAction[]	Ranked action suggestions for your stack to map to modules or suppressions.	Branch in CMS/GTM Ordered list of what the site could do next
`si.commercial_signals.recommended_next_actions[].action_id`action id	string (closed enum)	Stable action key — map to CMS fragments, GTM tags, or React modules.	Branch in CMS/GTM Map each action_id to a CMS fragment, component, or suppression rule
`si.commercial_signals.recommended_next_actions[].priority`priority	"high" \| "medium" \| "low"	Relative priority when multiple actions are present.	Branch in CMS/GTM Prefer high-priority actions when multiple fire
`si.commercial_signals.momentum_direction_id`momentum direction id	closed enum	accelerating \| stalling \| reversing \| validating — session momentum direction.	Branch in CMS/GTM Pair with state for urgency vs patience treatments
`si.commercial_signals.hesitation_trend_id`hesitation trend id	closed enum	stable \| increasing \| decreasing — how hesitation is trending this session.	Branch in CMS/GTM Trending hesitation — soften or reinforce over time
`si.commercial_signals.entities`entities	CommercialEntitySignal[]	Products, vehicles, plans, or content the visitor is engaging with.	Branch in CMS/GTM Personalize inventory grids, VDPs, or product modules
`si.commercial_signals.entities[].entity_type`entity type	string	e.g. vehicle, product, plan, package.	Branch in CMS/GTM Category of entity (vehicle, product, plan)
`si.commercial_signals.entities[].entity_id`entity id	string	Stable slug for the entity (inventory personalization).	Branch in CMS/GTM Stable slug for the entity in your catalog
`si.commercial_signals.journey_stage_id`journey stage id	JourneyStageId	discovery \| browsing \| comparison \| conversion — portable journey stage.	Branch in CMS/GTM discovery → conversion ladder for hierarchy and module order
`si.commercial_signals.need_state_id`need state id	string (enum)	Stable need-state key — reassurance vs acceleration copy in CMS.	Branch in CMS/GTM Reassurance vs acceleration copy variant in CMS
`si.commercial_signals.message_angle_id`message angle id	string (enum)	Messaging approach slug for content variants (payment_clarity, etc.).	Branch in CMS/GTM Content variant key (payment_clarity, expert_consultation, …)
`si.commercial_signals.interruption_posture_id`interruption posture id	closed enum	How aggressively the site should interrupt (observe_only, soft_nudge, guided_nudge, …).	Branch in CMS/GTM How hard the site should interrupt (observe_only, soft_nudge, …)
`si.commercial_signals.offer_type_id`offer type id	string	Recommended offer class slug for CMS module selection.	Branch in CMS/GTM Module family to render (payment_guidance, comparison_tray, …)
`si.commercial_signals.vertical_id`vertical id	string	Site vertical pack (auto_retail, b2b_saas, …) used for taxonomy and overlays.	Branch in CMS/GTM Which vertical taxonomy pack applies

si.context — observed visit facts

Field	Type	What it means	CMS leverage
`si.context.traffic_source_type`traffic source type	closed enum	paid_search, organic_search, direct, email, … — how the visit arrived.	Branch in CMS/GTM Paid vs organic vs direct — acquisition-specific modules
`si.context.device_class`device class	closed enum	mobile \| tablet \| desktop — layout and CTA density rules.	Branch in CMS/GTM Mobile layout, sticky CTAs, shorter forms
`si.context.visit_recency_bucket`visit recency bucket	closed enum	first_seen, returning_30d, same_day_return, … — repeat visit context.	Branch in CMS/GTM Returning vs first-time — continuity and saved state
`si.context.local_time_bucket`local time bucket	closed enum	evening, workday, commute_morning, … — time-of-day modules.	Branch in CMS/GTM Time-of-day messaging (evening research, commute, …)
`si.context.campaign_intent_family`campaign intent family	closed enum	financing, inventory, service, … — inferred from campaign/referrer clues.	Branch in CMS/GTM Align landing experience with campaign theme
`si.context.referrer_class`referrer class	closed enum	search_engine, social_platform, email_client, …	Branch in CMS/GTM Channel class for broad rules
`si.context.is_retargeted_session`is retargeted session	boolean	Whether retargeting parameters were detected on landing.	Branch in CMS/GTM Retargeting-aware tone and offers

si.session_dynamics — pace & engagement

Field	Type	What it means	CMS leverage
`si.session_dynamics.decision_pace`decision pace	closed enum	fast \| normal \| slow \| stalled — how deliberate decisions feel this session.	Branch in CMS/GTM Slow pace → delay popups; fast → advance CTAs
`si.session_dynamics.engagement_trend`engagement trend	closed enum	deepening \| flat \| thinning — whether attention is building or fading.	Branch in CMS/GTM Deepening → expand content; thinning → lighten touch
`si.session_dynamics.session_velocity`session velocity	closed enum	accelerating \| steady \| slowing \| stalled — pace through pages (separate from commitment readiness).	Branch in CMS/GTM Fast page changes while deciding — separate from hesitating to commit
`si.session_dynamics.interaction_density`interaction density	closed enum	low \| medium \| high \| bursty — click/scroll intensity.	Branch in CMS/GTM Bursty clicks → comparison or calculator modules

si.personalization_signal — secondary messaging layer

Field	Type	What it means	CMS leverage
`si.personalization_signal.journey_stage`journey stage	JourneyStage	discovery \| browsing \| comparison \| conversion - inferred from behavior and rules.	Branch in CMS/GTM Change messaging hierarchy and module order
`si.personalization_signal.need_state_id`need state id	string (enum)	Stable need-state key for CMS/GTM (see signal-id-enums.json).	Branch in CMS/GTM Reassurance vs acceleration copy variant in CMS
`si.personalization_signal.need_state_label`need state label	string	Human-readable need description (panels, reports).	Display only Human-readable need for panels
`si.personalization_signal.inferred_need`inferred need	string	Deprecated alias of need_state_label. Use need_state_id for targeting.	Display only Deprecated alias of need_state_label
`si.personalization_signal.top_concepts`top concepts	{ id, label, score }[]	Up to five strongest business-concept affinities (0–1 scores).	Branch in CMS/GTM Personalize modules, grids, and related content
`si.personalization_signal.message_angle_id`message angle id	string (enum)	Stable machine key for CMS/GTM/Target branching (e.g. operating_rhythm, payment_clarity). See signal-id-enums.json.	Branch in CMS/GTM Content variant key (payment_clarity, expert_consultation, …)
`si.personalization_signal.message_angle_label`message angle label	string	Human-readable message angle for panels and reports — not an activation key.	Display only Human-readable angle for panels
`si.personalization_signal.recommended_message_angle`recommended message angle	string	Deprecated alias of message_angle_label. Use message_angle_id for targeting rules.	Display only Deprecated alias of message_angle_label
`si.personalization_signal.offer_type_id`offer type id	string	Stable slug for recommended offer class (e.g. payment_guidance).	Branch in CMS/GTM Module family to render (payment_guidance, comparison_tray, …)
`si.personalization_signal.offer_type_label`offer type label	string	Human-readable offer class label.	Display only Human-readable offer class label.
`si.personalization_signal.recommended_offer_type`recommended offer type	string	Suggested offer class (guide, checklist, soft demo, etc.).	Branch in CMS/GTM Select treatment class in CMS, AEM, or Target
`si.personalization_signal.recommended_surface`recommended surface	string	Where to place the treatment (maps from NBA surface + opportunity).	Branch in CMS/GTM Pick which page region your stack should update
`si.personalization_signal.recommended_timing`recommended timing	string	When to surface the treatment (e.g. after scroll depth, second page).	Branch in CMS/GTM Delay or sequence modules (scroll, next page, exit)
`si.personalization_signal.recommended_friction_level`recommended friction level	"low" \| "medium" \| "high"	Suggested friction for the offer or CTA.	Branch in CMS/GTM Light nudge vs. high-commitment CTA
`si.personalization_signal.reason`reason	string[]	Short bullet reasons (trimmed) supporting the signal.	Branch in CMS/GTM Analytics, QA, and human-readable explainability

si.site

Field	Type	What it means	CMS leverage
`si.site.type_label`type label	string	Human-readable site type for CMO-facing tools.	Display only Human-readable site type for CMO-facing tools.
`si.site.business_context`business context	string	Same as type_label today - high-level business read.	Branch in CMS/GTM Same as type_label today - high-level business read.

si.session

Field	Type	What it means	CMS leverage
`si.session.journey_stage`journey stage	JourneyStage	Same as personalization_signal.journey_stage in envelope.	Branch in CMS/GTM Same as personalization_signal.journey_stage in envelope.

si.activation

Field	Type	What it means	CMS leverage
`si.activation.status`status	"developing" \| "ready" \| "strong"	How mature the activation read is for this session.	Metadata Gate rules — only branch when status is active
`si.activation.inferred_need`inferred need	string	Primary inferred need for personalization.	Display only Primary inferred need for personalization.
`si.activation.primary_path_label`primary path label	string	Primary activation path label.	Display only Primary activation path label.
`si.activation.secondary_path_label`secondary path label	string	Secondary path label.	Display only Secondary path label.
`si.activation.soft_path_label`soft path label	string	Soft conversion path label.	Display only Soft conversion path label.
`si.activation.reason`reason	string[]	Reason strings backing the opportunity.	Branch in CMS/GTM Reason strings backing the opportunity.

Also emitted (operator/debug, do not use in CMS rules): si.context_debug, si.behavior. Optional second event: si_experience_decision for per-placement copy hints.

Personalization signal layer

Secondary branching IDs

Use when you need message angle / journey stage rules alongside commercial signals.

CMS, AEM, Target, and GTM branch on closed enum IDs and stable keys. Labels and deprecated prose aliases are for humans and panels only.

Core branching fields (closed enums)

Closed enums — finite, documented value sets. Safe for if/else rules, content-fragment keys, and audience conditions.

dataLayer pathKind

dataLayer path
si.personalization_signal.message_angle_id
Kind
closed_enum · message_angle_id
dataLayer path
si.personalization_signal.need_state_id
Kind
closed_enum · need_state_id
dataLayer path
si.behavior.interruption_posture
Kind
closed_enum · interruption_posture
dataLayer path
si.site.type
Kind
closed_enum · site_vertical
dataLayer path
si.session.journey_stage
Kind
closed_enum · journey_stage

Human-only fields

Human-readable copy — never use as activation keys in CMS/GTM/Target.

dataLayer pathUse instead

dataLayer path
si.personalization_signal.message_angle_label
Use instead
branch on si.personalization_signal.message_angle_id
dataLayer path
si.personalization_signal.need_state_label
Use instead
branch on si.personalization_signal.need_state_id
dataLayer path
si.behavior.interruption_posture_label
Use instead
branch on si.behavior.interruption_posture
dataLayer path
si.personalization_signal.recommended_message_angle
Use instead
branch on message_angle_label (deprecated prose alias)
dataLayer path
si.personalization_signal.inferred_need
Use instead
branch on need_state_label (deprecated prose alias)

Dynamic slugs (not closed enums)

Runtime-derived snake_case slugs — not a closed enum. Do not hard-code exhaustive if/else trees; treat as hints or map in your CMS.

dataLayer pathKind

dataLayer path
si.personalization_signal.offer_type_id
Kind
dynamic_slug — Slug of recommended offer class (e.g. implementation_guide)
dataLayer path
si.personalization_signal.top_concepts[].id
Kind
dynamic_slug — Concept affinity slugs from page semantics
dataLayer path
si_decision_offer_type
Kind
dynamic_slug — Experience-decision offer class slug

DevTools — verify live payload

const e = window.dataLayer.filter(x => x?.event === 'si_personalization_signal').pop();
[
  e?.si?.personalization_signal?.message_angle_id,
  e?.si?.personalization_signal?.need_state_id,
  e?.si?.behavior?.interruption_posture,
  e?.si?.site?.type,
  e?.si?.session?.journey_stage,
]

Machine-readable catalog: docs/reference/signal-machine-readable-ids.json

Platform snippets

Copy patterns — your rules own rendering and orchestration.

Google Tag Manager

// Custom Event: si_personalization_signal
// Branch on canonical IDs — NOT labels in panels
if ({{DLV - si.context.traffic_source_type}} === 'paid_search'
  && {{DLV - si.commercial_signals.blocker_ids}}.includes('financing_or_payment_uncertainty')) {
  showFinancingReassuranceModule();
}
if ({{DLV - si.session_dynamics.decision_pace}} === 'slow') delayInterruption();

Adobe Target

// Profile parameters — use flat IDs from pushCommercialSignalsToTargetProfile
// si_commercial_state_id, si_blocker_ids (comma-separated), si_top_action_id
if ({{DLV - si.commercial_signals.commercial_state_id}} === 'hesitating') suppressPopup();

Webhook / server

POST /your/collector
{
  "event": "si_personalization_signal",
  "si": {
    "commercial_signals": {
      "status": "active",
      "commercial_state_id": "hesitating",
      "blocker_ids": ["financing_or_payment_uncertainty"],
      "recommended_next_actions": [{ "action_id": "promote_financing_clarity" }]
    }
  }
}

Need the full enum catalog? Machine-readable IDs live in the repo at docs/reference/signal-machine-readable-ids.json — use that for exhaustive value lists during implementation, not deprecated personalization shorthand fields.