Feature Variables

Feature Variables is a new way for you to offer more personalized app experiences for your users by allowing you to target specific user groups based on different behaviors, offers, experiences, features, etc., without the need to create multiple feature flags.

Apptimize Feature Variables give you the ability to make modifications to code variables without the need for an App store release, empowering continuous improvement and personalization as they can be selectively delivered to specific user segments and can be used across multiple features, without any need to redefine them.

What is a Feature Variable?

Similar to Dynamic Variables for A/B experiments, an Apptimize Feature Variable is a variable that has been defined in your code and whose value can be configured from the Apptimize Dashboard. Feature Variables empower you to personalize the experience for your end-users and can be targeted to specific segments of users similar to A/B Experiments and Feature Flags. For more information on our Audience Targeting capabilities, visit this page.


What types can my feature variable be?

In Apptimize, you can create multiple variables of types: string, integer, double, float, boolean, array, and dictionary and are set as defined by your code. Note: Arrays and dictionaries have the option of containing all aforementioned types.

Can I use a feature variable across multiple platforms?

Yes! Feature Variables defined in the Apptimize Dashboard are platform agnostic. That means that a single Feature Variable can be used to define an experience across multiple platforms and ensures that it’s consistent.

How to set up Feature Variables in Apptimize

  1. From the Apptimize dashboard, create a Feature Variables project.
  1. The first step allows you to name your Feature Variable project, add notes to define your goals and add tags for easy referencing.
  1. The second step is where you can create your Feature Variables for your experiment, or search for pre-existing variables.

Once you have selected your variables, click on the Select Variables button to define your experiences.


Here you can name your experience’s variants, define your variables to be updated, and grab the automatically generated code to be placed in your experience.

  1. Step 3 is where you can set up your audience segments and configure audience participation based on a number of filters for each variant. For more information on our Audience Targeting capabilities, visit this page.
  1. Next, we’ll continue to review for launch. Confirm that the Feature Variable names, allocation percentage, and our targets are correct. There is also the option to preview variants with the Preview Variants tool or set up early access and QA using Preview with Pilot Groups tool in Step 5 Preview & Launch.
  1. When ready, we can either choose to start the Feature Variable immediately and end manually or set a schedule for the start/end dates. Once you click the “Launch Feature” or “Schedule Feature” button at the bottom, the Feature Variable will move from “draft” to “running” or “scheduled” state, and end users will see the experience on their devices within roughly 15 minutes of it being set live.