Platform Updates: Customer Journeys, Standard Healthcare Events, and Experiment Rollouts

Most of this release is analytics. The throughline is connecting separate reports into one view of how people move through your site, and giving you cleaner ways to act on what you find. Here's what's new:

Customer Journeys and Standard Healthcare Events

A lot of this release is the same idea from two angles: organizing your data before you look at a report, then giving you a clearer way to look at it.

Most analytics tools leave event naming up to you, so your reports only work once you have defined a consistent set of events and mapped everything to them. We published a standard set of healthcare events instead, a defined vocabulary for the patient journey from first inquiry through booked, completed, and missed appointments to recognized revenue. You map your data to it once, however you already send events, through the tag manager, the Web SDK, or the server-to-server API pulling from your EHR or PMS. The event and property names are all documented, so check the docs for the full set.

Once your data speaks that shared vocabulary, funnel, conversion, and attribution reporting work against it without per-customer configuration. It also bends to how you operate, whether that is a multi-location group, a single practice, or telehealth.

Journeys, rolling out soon, sits on top of that. It is the visual layer: the paths people take across your site as one connected flow, where visitors enter, where they branch, where they convert, and where they drop.

Because we stitch a person's activity together across sessions and devices server-side, a journey follows the actual person, not a cookie that resets, and it holds to the same compliance standard as everything else you collect with us. It ties Web Analytics, Attribution, and Audience Performance into one picture. If you want early access, let us know.

Declare a Winner, or Roll It Out

When you finish an experiment, you can now choose what happens next. Declare a winner to record the result, or roll the winning experience out to all of your traffic as an ongoing experience. The request for this came from a customer who ended an A/B test, rolled out the winning redirect, and wanted a way to confirm in their dashboard that the redirect was live. So we made both the action and its status explicit.

What's new:

• Two clear endings: stop an experiment by declaring a winner for the record, or by rolling that winning experience out to everyone as an ongoing experience.

• Rollouts that serve: a rolled-out winner keeps applying to every targeted visitor after the test ends, and a rolled-out redirect keeps redirecting.

• Live confirmation on the experiment: the experiment detail page shows a live status indicator with the redirect destination, so you can confirm the rollout is working at a glance.

• Opt-in and reversible: rolling out is a deliberate choice you can undo, and completed experiments stop taking new impressions so your results stay frozen.

"Ship a winner" should mean what it says: you ran the test, you trust the result, and acting on it is one step you can see and reverse.

Experimentation docs

Also New

A few smaller updates that give you more reach and more control.

Published accessibility conformance and VPATs. The Video Player, Cookie Consent Management Platform, embeddable Maps, and Translation Widget are now documented as conforming to WCAG 2.1 Level AA and Section 508, including keyboard navigation and screen reader compatibility. Conformance was validated by an independent third-party accessibility audit firm, and you can request a VPAT for any of them through support for your own procurement or compliance review. These are the surfaces your visitors actually touch, and accessibility evidence increasingly shows up in the same reviews as privacy and security. (Cookie Consent, Maps, Translation)

New destinations. Three new places to send data, all server-side under the same consent rules and identity graph as the rest of your stack: Zoho CRM (beta) creates or updates Leads and Contacts matched by email, MNTN keeps connected TV campaign attribution working when a browser pixel cannot fire, and FullContact enriches a known visitor's profile so the returned fields are available to map into your other destinations. Amazon DSP conversions support is on the way, pending Amazon's partner review.

Custom dataLayer triggers in the tag manager. You can now define a variable that reads a named key from your own dataLayer event and filter a custom event trigger on it, so a tag fires on the custom parameters your developers already push, not just the built-in variables.

Path-level session recording. Add recordOnPaths or excludePaths to your session replay configuration to control exactly which pages record. These sit alongside your existing sample-rate settings, so keeping recording scoped to the pages you want, and off the ones you do not, is a small config change.

What's Next

Journeys finishes the analytics suite as one connected view, and the standard event schema is the foundation the rest reads from. Next up are pre-built healthcare dashboards that run directly on that schema, so the reporting is useful the moment your events are mapped. If there is a workflow you are still stitching together from separate tools, tell us. That gap is usually the next thing we build.