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Pendo Help Integration Overview Integration Overview

This article explains how Pendo integrates with Segment. - a platform that collects, stores, and routes your user data.

If you were looking for information related to segmenting your users in Pendo but ended up here, you’ll want to click here.


Segment makes it easy to send your data to Pendo (and lots of other integrations). Once you’ve tracked your data through Segment’s open source libraries, they’ll translate and route your data to Pendo in the correct format.

How it works

When Segment’s snippet is installed on your site, it will automatically initialize Pendo with your API key. You do not have to paste the Pendo installation snippet into Segment, the integration is already configured to send data to Pendo if you enable it.

This effectively replaces the default Pendo installation method outlined here.

How to Setup

Pendo supports the identify, group and track specs. Follow the setup instructions based on what specs you would like to use:

note: You will need to add your Pendo API key in the Segment configuration. To find your Pendo API key, log into the Pendo application and navigate to “your username” (located at the bottom left-hand navigation) > Site Settings > Basic Information > API key.

Identify & Group

From the Segment Destinations page, click on Pendo and include your Pendo API key.

Track & Server Side Data

Pendo track method supports server-side data. If you would like to use server-side data with track or any spec, add both Pendo and Webhook destinations within Segment:

From the Segment Destinations page, search and choose “Webhooks” as your new Destination and javascript as your Source. Finish configuration using this webhook URL: YOUR_PENDO_API_KEY

Replace YOUR_PENDO_API_KEY with your actual Pendo API Key.

Headers are not required in webhook configuration. Once you’re done adding in your URL, save changes.

note: Using Track method also requires a setting enabled on your Pendo subscription. Please reach out to Pendo to enable this feature flag for your account.

To learn more about server-side data to Pendo, check out support documentation.

After your Segment Destination(s) setup is completed, Segment will automatically initialize Pendo using the API key on Analytics.js load. This pulls in all page and click events without needing to make additional method calls.


The identify spec lets you tie a user (or visitor) to their actions and record traits about them. When you identify a user, Segment will pass that user’s information to Pendo with userId as Pendo’s visitor ID. User traits are mapped to visitor metadata in Pendo.

note: You will need to add the groupId under traits to have Pendo associate account ids with users. Not including the groupId will create an empty account in Pendo. Also, adding the groupId here will not create any account metadata. See Group below for associating account metadata.

Read more on Segment’s Identify spec here.


The group spec allows you associate an individual user with a ‘group’ of users. Pendo associates a ‘group’ with an account. When you call group, Segment will send groupId as the account ID to Pendo. Group traits are mapped to account metadata in Pendo. Therefore, group calls (fields groupID & traits) are required if you use Pendo account data.

Read more on Segment’s Group spec here.


The track spec is how you record any actions your users perform, along with any properties that describe the action. When you call track, we will send it as a Pendo Track Event. For more information on Pendo’s Track Events, check out the Track Event Help Article.

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