Variance

Step-by-step guide to send event data from RudderStack to Variance.

The Variance customer growth platform makes your product, marketing, and sales data operational. It lets you to create, access, and manage intent-based signals across all stages of your customers' journey.

RudderStack lets you add Variance as a destination to which you can seamlessly send your event data.

Getting Started

To enable sending data to Variance, you will first need to add it as a destination in the RudderStack dashboard. Once the destination is configured and enabled, events from RudderStack will start flowing to Variance.

Before configuring Variance in RudderStack, verify if the source platform supports sending events to RudderStack by referring to the table below:

Connection Mode	Web	Mobile	Server
Device Mode	-	-	-
Cloud Mode	Supported	Supported	Supported

To know more about the difference between Cloud mode and Device mode in RudderStack, read the RudderStack connection modes guide.

Once you have confirmed that the source platform is supported by Variance, perform the steps below:

• Configure the data source in RudderStack.

• From the list of destinations, select Variance.

• Then, assign a name to the destination and click on Next.

• Select the data source and click on Next. You will then see the following Connection Settings page:

• Enter the Variance Webhook URL and Authorization Header Value to configure the destination.

• To transform your event data before sending it to this destination, click on Create New Transformation. Otherwise, click on Next.

That's it! Your Variance destination is now configured and enabled.

Identify

The identify call lets you associate a visiting user to their actions as well as record their traits.

As a best practice, make sure that the identify call is made at the start of every session or page load for logged-in users, if possible. This will ensure all their latest traits are captured.

A sample identify call is as shown:

rudderanalytics.identify("userid", {
  name: "Name Surname",
  email: "[e-mail]",
  company: {
    id: "1",
    name: "Website",
  },
})

For more information on the identify call, refer to the RudderStack HTTP API Specification guide.

Track

The track call allows you to record the customer events, i.e. the actions that they perform, along with their associated properties.

A sample track call is as shown:

rudderanalytics.track("Event Name", {
  plan: "plan value",
})

For more information on the track call, refer to the RudderStack HTTP API Specification guide.

Page

The page call lets you record your website's page views, with any additional relevant information about the viewed page.

A sample page call is as shown:

rudderanalytics.page("Cart", "Cart Viewed", {
  path: "/cart",
  referrer: "test.com",
  search: "term",
  title: "test_item",
  url: "http://test.in",
})

For more information on the page call, refer to the RudderStack HTTP API Specification guide.

Group

The group call lets you associate a particular identified user with a group, such as a company, organization, or an account. It also lets you record the custom traits associated with that group, such as the name of the group, number of employees, etc.

A sample group call is as shown:

rudderanalytics.group("sample-group-id", {
  name: "Example Company",
  employees: 1000,
  industry: "Software",
})

For more information on the group call, refer to the RudderStack HTTP API Specification guide.

Account Mapping

Variance offers a few different ways of mapping your users to accounts/companies. Here's an overview:

Group

If you already use the group call to indicate the Account, then you don’t need to fill in anything. Variance will extract the Account automatically, and you’re good to go.

Identify with Custom Traits (ex. company.id and company.name):

Choose this option if you include some information about the Account/Company/Organization as a trait in each identify call. When you choose this option you'll need to let Variance know the name of the trait you use.

For instance, if you pass something like {'company':{'id':1,'name':'Awesome Inc.'}} , you could add company.id as the Account ID trait and company.name as the Account Name trait.

Identify Email Trait Domain Extraction (Fallback)

If you don't use either of the methods above, Variance can extract the domain from the email trait and use that as the Account name.

If none of these methods work for your setup, reach out to Variance support to discuss alternatives.

FAQs

How do I get the Variance Webhook URL/Authorization Header Value?

Head to the Integrations - Rudderstack page in Variance and then add a Rudderstack connection. For more information, check the Variance docs for RudderStack.

Contact Us

If you come across any issues while configuring or using Variance with RudderStack, feel free to contact the Variance team or get in touch with us. You can also start a conversation in our Slack community.