Overview

Pathfora is Lytics' web personalization SDK. It generates JavaScript that you embed on your website to deliver targeted experiences -- modals, slide-outs, bars, forms, content gates, and content recommendations -- based on visitor segments. Pathfora integrates with the Orchestration API to manage campaign structure and the Decision Engine to select the optimal experience for each visitor.

How It Works

Create campaigns and experiences in Lytics (via the UI or the Orchestration API)
Configure variations with content, layout, and audience targeting
Lytics generates a JavaScript SDK bundle containing all published campaigns
Embed the SDK on your website
The SDK evaluates visitor segments client-side and displays matching experiences

Tactic Types

Tactic	Widget Type	Use Case
`present_message`	Message	Announcements, notifications, promotions
`target_url`	Message (clickable)	Call-to-action directing to a URL
`capture_leads`	Form	Email capture, surveys, lead generation
`SiteGate`	Modal form	Gating content behind a form submission
`recommend_content`	Message	Personalized content recommendations

Layout Options

Pathfora supports several layout types:

Modal -- Centered overlay dialog
Slideout -- Slides in from the side of the page
Bar -- Fixed bar at the top or bottom of the page
Sticky Bar -- Stays visible while scrolling
Gate -- Full-page blocking overlay (for site gates)

Audience Targeting

Experiences are targeted using Lytics audience segments:

Each campaign or variation is assigned a target segment
The SDK checks the visitor's segment membership client-side
Conversion segments can be specified to exclude users who have already converted
Personalization keys provide an alternative to segments for dynamic targeting

A/B Testing

Campaigns with multiple variations automatically set up A/B tests:

Variations are split evenly (e.g., 50/50 for two variations)
Each visitor consistently sees the same variation
Metrics are tracked per-variation for comparison

Widget Configuration

Each widget/variation supports:

Field	Description
`headline`	Primary heading text
`msg`	Body text content
`image`	Image URL
`confirmAction`	Button configuration (text, URL, callback)
`cancelAction`	Dismiss button configuration
`closeAction`	Close button behavior
`formElements`	Form fields: name, email, title, message, phone, company
`colors`	Theme colors (background, text, headline)

Display Conditions

Control when widgets appear:

Date ranges: Start and end dates for time-limited campaigns
Impression limits: Maximum displays per session or total
URL matching: Show on specific pages via referrer URL regex or collection matching

Event Hooks

JavaScript callbacks for custom behavior:

onInit -- Widget initialized
onLoad -- Widget displayed
onSubmit -- Form submitted
onModalClose -- Widget dismissed

Account Configuration

Account-level Pathfora settings control global behavior:

GET /program/settings
POST /program/settings

Settings include:

Setting	Description
`theme`	Default color theme for all widgets
`colors`	Default color palette (background, text, headline hex values)

Integration with Google Analytics

Pathfora can send events to Google Analytics for widget interactions. This can be disabled per-account via the integration settings.

Performance

JavaScript is minified for production use
SDK loads asynchronously on page load
All targeting logic executes client-side with no additional server requests
Candidate lists are cached server-side for fast delivery