---
"@context": https://schema.org
"@type": TechArticle
"@id": https://www.twilio.com/docs/segment/connections/destinations/catalog/indicative#article
headline: Indicative Destination
description: Connect the Indicative behavioral analytics destination to Segment to send Identify, Track, Page, and Screen events and analyze user engagement and retention.
url: https://www.twilio.com/docs/segment/connections/destinations/catalog/indicative
inLanguage: en
dateModified: 2026-07-14T18:38:53.000Z
author:
  "@type": Organization
  name: Twilio Developer Education Team
publisher:
  "@type": Organization
  name: Twilio
---

# Indicative Destination

## Destination Info

* Accepts [Page](/docs/segment/connections/spec/page), [Alias](/docs/segment/connections/spec/alias), [Group](/docs/segment/connections/spec/group), [Identify](/docs/segment/connections/spec/identify), [Track](/docs/segment/connections/spec/track) calls.
* Refer to it as **Indicative** in the [Integrations object.](/docs/segment/guides/filtering-data/#filtering-with-the-integrations-object)

### Components

* Server

## Connection Modes

[Learn more about connection modes.](/docs/segment/connections/destinations/#connection-modes)

### Device-Mode

* web: no
* mobile: no
* server: no

### Cloud-Mode

* web: yes
* mobile: yes
* server: yes

[Indicative](https://app.indicative.com/?utm_source=segment\&utm_medium=partners\&utm_campaign=setupguide#/login/register) is a behavioral analytics platform designed to help Marketing and Product teams optimize user engagement, conversion, and retention.

## Getting Started

To connect the Indicative destination to Segment, follow these steps:

1. [Create an Indicative account](https://app.indicative.com/?utm_source=segment\&utm_medium=partners\&utm_campaign=setupguide#/login/register).
2. To integrate Segment as a data source go to **Settings > Integrations > [Segment](https://app.indicative.com/?utm_source=segment\&utm_medium=partners\&utm_campaign=setupguide#/onboarding/segment)**
3. Click **Enable with Segment** under One-click Setup.
4. Select which Segment Source you want to connect to Indicative.
5. To connect multiple sources to this project, simply repeat steps 2 - 4.

You're all set! Walkthrough the [Interactive Demo](https://app.indicative.com/?utm_source=segment\&utm_medium=partners\&utm_campaign=setupguide#/onboard/dashboard) to get ramped up quickly and easily!

For additional information, contact `support@indicative.com`.

## Identify

When you call [`identify`](/docs/segment/connections/spec/identify/), Segment sends the entire call as is to Indicative's server. See the [Identify method documentation](/docs/segment/connections/spec/identify/) to learn what it does.

```javascript
analytics.identify('ze8rt1u89', {
  name: 'Katherine Johnson',
  gender: 'Female',
  email: 'katherine@example.com',
  pioneer: true,
  building: 'Katherine G. Johnson Computational Research Facility'
  address: {
    city: 'Hampton',
    state: 'VA',
    postalCode: '23681'
  }
});
```

## Track

When you call [`track`](/docs/segment/connections/spec/track/), Segment sends the entire call as is to Indicative's server. See the [Track method documentation](/docs/segment/connections/spec/track/) to learn what it does.

```javascript
analytics.track("Calculation Completed", {
  calculation: "Launch window",
  mission: "Mercury mission"
  year: 1961
});
```

## Page and Screen

Segment sends both [`page`](/docs/segment/connections/spec/page/) and [`screen`](/docs/segment/connections/spec/screen/) calls to Indicative as events. See the [Page method documentation](/docs/segment/connections/spec/page/) and [Screen method documentation](/docs/segment/connections/spec/screen/) to learn what they do.

```js
analytics.page({
  userId: "some_user_id", // on A.js client-side, you can leave out the `userId`
  category: "Merchant",
  name: "Settings",
})

// Note: `screen` calls are not possible from the A.js client-side.
analytics.screen({
  userId: "some_user_id",
  category: "Merchant",
  name: "Settings",
})
```

## Troubleshooting

### Property values have maximum length of 255 characters

Indicative's [documentation](https://support.indicative.com/hc/en-us/articles/360004147512-REST-API-Guide) states that the values in the properties must not exceed 255 characters. Segment will still accept the call, but any values that exceed 255 characters will be trimmed (meaning only the first 255 characters will be sent to Indicative).

## Engage

You can send computed traits and audiences generated using [Engage](/docs/segment/engage) to this destination as a **user property**. To learn more about Engage, schedule a [demo](https://segment.com/contact/demo).

For user-property destinations, an [identify](/docs/segment/connections/spec/identify/) call is sent to the destination for each user being added and removed. The property name is the snake\_cased version of the audience name, with a true/false value to indicate membership. For example, when a user first completes an order in the last 30 days, Engage sends an Identify call with the property `order_completed_last_30days: true`. When the user no longer satisfies this condition (for example, it's been more than 30 days since their last order), Engage sets that value to `false`.

When you first create an audience, Engage sends an Identify call for every user in that audience. Later audience syncs only send updates for users whose membership has changed since the last sync.

## Settings

Segment lets you change these destination settings from the Segment app without having to touch any code.

| Field   | Description                                                                                                                                                                                                      | Required | Type   |
| ------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | -------- | ------ |
| API Key | You can find your Indicative API Key in your \[Project Settings]\(https://app.indicative.com/#/account/projects?utm\_source=partners\&utm\_medium=segment\&utm\_campaign=integration) inside the Indicative app. | Yes      | string |