Area: Optimizely Add-ons
Applies to versions: Not applicable

Optimizely MA Connector Developer Guide

Recommended reading 

The Optimizely Connect for Marketing Automation (MA) integration suite lets marketers automate activities such as web form interaction with Optimizely Forms, and sending out emails based on visitor behavior, using popular MA products. There are a number of pre-built connectors available for integrating Optimizely with common MA tools. This section describes how to install and configure components needed to set up an MA integration.

Getting started


You need an account and live connection for the desired MA product (see list below), and an Optimizely CMS site with Optimizely Forms installed.


The MA components are installed through NuGet packages and Visual Studio

Install the following for the MA integration:

See Platform integration compatibility for the specific NuGet packages to install and supported Optimizely versions.


From EPiServer.ConnectForMarketingAutomation 5.5.1 onwards, configure the following section web.config.

  <section name="episerver.dataStore" 
           type="EPiServer.Data.Configuration.EPiServerDataStoreSection, EPiServer.Framework.AspNet"/>

     <dataStore autoRemapStores="true">


Select the MA product to continue with the installation and configuration. 

Digital Experience Hub (DXH)

The Optimizely Digital Experience Hub (DXH) is part of the the Optimizely Digital Experience Platform (DXP), and provides a set of the pre-built MA connectors. See Digital Experience Hub.

Custom connectors

See the Custom connector developer guide for examples how to build connectors implementing necessary components for integration with the Optimizely DXH marketing connector framework.This integration requires installation of the EPiServer.ConnectForMarketingAutomation package.

Cookie usage in connectors

The cookie described below is used with these Optimizely Marketing Automation connectors. (Links go to the NuGet packages for each connector.)

Cookie Name Purpose
mai_trk_{connectorId}_{instanceID} Functionality-related. Identifies current visitor for form auto-fill purposes. Connector-related personalization is through visitor groups. Persistent (1 year from creation).

See Cookies for more information about cookies used in other parts of the Optimizely platform.

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Last updated: Apr 02, 2020

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