Introducing Reactions

Reactions are a simple way to put your user Segments to use. They connect your Segments to a range of apps and services.

You might want to put a Segment of users that drop out of your funnel in MailChimp, for example. Or, readers interested in Cars into an advertising Segment.

How do Reactions work with my Product?

Reactions need a Segment to react to, so the first step is to make sure you've got your Segment set up.

Segments in Permutive are used for grouping similar customers together. They use any Permutive event as their criteria. For example, an 'engaged user' segment might contain all users with more than ten minutes engaged time.

After your Segments are set up, you'll be ready to create a reaction. You can find the reactions section on the left navigation bar of the Permutive Dashboard.

Creating Reactions

Reactions join Segments with Reaction 'Apps'. These are all the different ways you can respond to users in your Segment.

For example, the DoubleClick App will put users into a DoubleClick segment when then meet permutive Segment criteira. The Marketing Overlay app shows an overlay when a user enters a Segment, leaves it, or every time they view a page while in it.

The best way to understand the Reaction apps on offer is to see them in action. In the screenshot below, we've set up a Marketing Overlay, it will show an image overlay with a link when a user enters a Segment.

Impression and Conversion Tracking

One of the most important parts of using Reactions is tracking their performance. You can do this in the Reactions overview.

The screenshot above shows the Reactions set up for our Trantor demo site. Permutive tracks impressions and conversions for each integration (where they're supported).

Our Targeted Overlay integration tracks an impression event when it's shown, and a conversion when a user clicks on the image or HTML link.

Some Reactions don't have impression and conversion tracking, because it doesn't fit with the way they work. The DoubleClick integration is a good example of this, where the 'Reaction' is putting users in an advertising Segment.
The screenshot above shows the Reaction set up for our blog. Permutive tracks impressions and conversions for each integration and shows them on the Reactions screen.

Our Script Runner uses custom events to track impressions and conversions, set up through the dashboard.

Try it for yourself

If you want to give Reactions a try, you can find them on your account page. If you don't have an account yet, sign up!

Christiaan Hendriksen

Writing guides and tutorials to help you get the most out of Permutive. Get in touch at


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