Reach every audience with the right content
100% free and open source
Tailor content for different audiences inside the Wagtail admin - managed by your team, measured in your own analytics, and consistent across your whole estate.
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Open source personalisation, no licence fees
Wagtail Personalization is open source, so your budget goes to your estate rather than annual seat costs - and there's no vendor tier to upgrade into as you grow.
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Own your personalisation and segment data
Segment data stays in your systems and flows straight into your analytics - yours to keep, analyse, and act on, with no export step or vendor platform in the way.
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Page variants and block variants, on-brand by design
Personalised content is built from your own Wagtail components, so it stays consistent and part of your design system - no duplicated pages, no fragmented content model.
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Fast, server-rendered, and accessible
Content renders server-side as part of your site, so pages stay fast and personalised elements meet the same accessibility standards as everything else.
Who uses Wagtail personalization
The Royal College of Art (RCA) uses Wagtail personalisation to tailor content across its site, surfacing the right information to prospective students at the right stage of their journey, targeting messaging by audience and timing, and measuring performance directly in Google Analytics. Because everything is managed within Wagtail, the RCA team controls its own targeting, owns its own data, and keeps personalized content consistent with the rest of the site.
Frequently asked questions
Is Wagtail personalisation free?
Yes. It is open source (BSD) with no licence fees, no per-seat pricing, and no premium tier. The main investment is the initial setup by your development team.
Do we need a separate tool or subscription?
No. Personalisation is managed inside Wagtail, so there is no third-party platform to buy, integrate, or renew.
Who manages personalisation day to day?
Your content team, in the Wagtail admin. Developers set up the segments and variant options, and editors then create and manage personalised content without needing developer help for routine changes.
Will it slow down our site?
No. Content is rendered server-side as part of the page, so there is no extra client-side script to load or monitor, and page performance is largely unaffected.
Who owns our audience data?
You do. Segment and visitor data stays within your own systems and flows into your own Google Analytics, rather than being held in a vendor's platform.
Is it accessible?
Personalised content is built from your existing site components, so it meets the same accessibility standards as the rest of your site.
Can we measure the impact?
Yes. Personalised content reports into Google Analytics, so you can track engagement and compare what is working using the tools you already trust.
What is the difference between core Wagtail and the wagtail-personalisation package?
Core Wagtail handles common cases such as segmented StreamField blocks, preview modes per segment, campaign segmentation via routable pages, and members-only content via private pages. The package adds more advanced, analytics-driven segmentation for organisations that need it.
How are content variants implemented?
Segmentation can be added to a StreamField block by storing a segment choice alongside the content, then reading the request context at render time to decide what to show. Editors can preview each segment in the admin using preview modes.
What segmentation rules are available?
Common rules include location, device, time of day, referral source and UTM parameters, authentication status, and new versus returning visitors.
How do we get started?
Start with the content personalization page in the Wagtail docs for core features. If needed, add the wagtail-personalisation package for advanced segmentation.