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This document provides a technical overview of the architecture and key features of the Frosmo platformPlatform. For a high-level introduction to what the platform offers, see see Introduction to the Frosmo Platform.

Table of Contents



The Frosmo platform is a web UI development solution for improving website functionality and personalizing online user experience.

The following figure introduces the basic architecture and information flows of the Frosmo platform.

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Figure: Frosmo platform architecture and information flows at a glance

In a nutshell:

  • The Frosmo JavaScript library handles the modifications to the site, manages segmentation, collects usage data, and fetches content to display from the back end.
  • The Frosmo back end stores the usage data collected by the Frosmo JavaScript library and processes the data for reporting and analysis purposes. The back end also stores operational data related to modifications, segments, and other configurable resources.
  • The Frosmo Control Panel manages the Frosmo JavaScript library (and thereby how the site is modified and improved) and pools analytics data from the Frosmo back end.

The Frosmo platform is hosted on servers in Central Europe. However, Frosmo can also set up dedicated instances in specific market areas.

Frosmo platform architecture


Platform architecture

The following figure shows the main components and subcomponents of the Frosmo platform Platform architecture and the information flows between them.

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Figure: Frosmo platform Platform architecture and information flows in detail

For more information, see:


Table of Contents

Frosmo JavaScript library

The Frosmo JavaScript library is the Frosmo presence in the front end. The library runs on top of a customer site in the visitor's browser, integrating the site with the Frosmo platformPlatform. The library provides both the framework for the platform to operate on the site and Frosmo's custom solutions for improving the site. The library is platform-independent and can be used together with existing web application frameworks, such as Angular and React.


  • The Frosmo Core library implements the core front-end functionality and services of the Frosmo JavaScript solutionplatform. The library manages modifications and segmentation, collects usage data, and fetches modification content from the back end. The library is the same for all customers and sites.
  • The Frosmo custom script contains the configurations and custom code specific to a single site. These are used to modify the content and functionality of the site. The configurations include, for example, modifications whose content is preloaded, placements, segments, and triggers. The custom script runs on top of Frosmo Core and is unique to each site (or group of sites managed as a single site). Changes  Changes made to a site in the Frosmo Control Panel are automatically reflected in the custom script for that site.

The browser loads the Frosmo JavaScript library through two <script> elements placed directly in a web page's HTML source code. The first element loads Frosmo Core and the second one loads the custom script for the site. Apart from adding these two elements to every page on a site, no other changes are required to use the Frosmo platformThe scripts are separated so that modifications can be pushed faster to your site without having to load the entire library every time. For more information , see about adding the scripts to a site, see Adding the Frosmo scripts to your site.

The Frosmo JavaScript library is optimized for fast loading. Frosmo Core is only 50 about 54 KB in size, while the custom script usually ranges between 16-32 KB. For more information about the Frosmo platform Platform and site performance, see Measuring and improving website performance.


The Frosmo JavaScript library is often referred to simply as the "Frosmo scripts". The Frosmo Core library typically goes by "Frosmo Core".

Script hosting and delivery

The Frosmo platform Platform uses content delivery networks (CDNs) to deliver the Frosmo JavaScript library and any Frosmo-specific media files used on websites. A CDN is a network of global servers connected to each other and used to store and deliver web content, such as images, videos, stylesheetsstyle sheets, and JavaScript files. When a visitor browses a site, the content of the site is delivered by the CDN server geographically closest to the visitor, decreasing page load timetimes.

By default, the Frosmo JavaScript library files are delivered through Amazon CloudFront, which serves the files using the CloudFront servers closest to the visitor. Frosmo can also use other CDNs based on customer requirements.

The Frosmo platform Platform uploads the custom script and associated media files (ones added directly to modifications) to the CDN every time they need to be updated, that is, every time something on the site is changed using the Control Panel. The assets files are always exported to CloudFront and, when needed, copied from CloudFront to other CDNs.


The data layer allows you to pass information data from a web page to the Frosmo JavaScript library. The library then sends the information that data to the Frosmo back end, where the data is stored in a database. The library can also use the information data directly in the browser to, for example, display content or manage segmentation.  The The exact behavior depends on how the Frosmo platform has been Platform is configured for the site.

You can pass information data about the following events and items through the data layer:


For more information about data tracking and the data layer, see Data tracking solutions and Frosmo data layer.

Frosmo Control Panel

The Control Panel is the main Frosmo application for customizing and monitoring websites. In a nutshell, user interface of the Frosmo Platform. You use the Control Panel allows you to:


to customize your websites and monitor their performance.

The Control Panel is responsible for managing manages the Frosmo JavaScript library.  Changes Changes made to a site in the Control Panel are automatically reflected in the custom script for that site.

The Control Panel uses the Graniitti API to access the Frosmo back end , and to deploy the Frosmo custom script scripts to the CDN.

For more information about the Control Panel, see see Introduction to the Frosmo Platform and Control Panel and our user guides.

Graniitti API

The Graniitti API provides secure access to the data in the Frosmo back end. The API allows client applications to, for example, retrieve and create modifications, and retrieve usage data collected by the Frosmo platformPlatform.

Customers can use the API to, for example:

  • Provide data to custom dashboards and management UIs.
  • Provide an outside access point to usage data that is collected and stored by the Frosmo platformPlatform.

The API uses token-based authentication for all requests.

For more information, see Graniitti API.

Message API

The Message API retrieves modification content from the Frosmo back end, so that the content can be displayed in the browser. The Message API uses segmentation data and previous usage data to dynamically select suitable content for the visitor.


To secure the data during transit between the site and the Frosmo back end, the Frosmo JavaScript library communicates with the Optimizer API over an HTTPS connection.

Custom APIs

A custom API is a customer-specific API created for a specialized purpose that cannot be realized using the other APIs or the Frosmo JavaScript library. Frosmo creates custom APIs as needed.

Custom APIs are typically used to:


Recommendations API

The Recommendations API retrieves recommendation data from the Frosmo back end. This data is generated by the Frosmo Recommendations subsystem and describes one or more recommended items, such as products.

Frosmo Recommendations generates recommendations based on usage data collected from a site and using an algorithm or filter that produces relevant results from that data. The generation process is driven by recommendation configurations, which define from what usage data the recommendations are generated, how exactly the recommendations are generated, and how frequently the platform should regenerate the recommendations. You define the recommendation configurations in the Control Panel, and then retrieve the generated recommendations for display by calling the Recommendations API from a modification.

For more information, see Feature: Recommendation and Recommendations API.

Frosmo Platform servers

The Frosmo Platform is hosted on multiple regional servers for improved availability. A customer's site is typically hosted on the server geographically closest to the majority of the site's visitors.

Frosmo has regional servers for:

  • Americas
  • Asia
  • Europe
  • Finland


In the Frosmo context, a modification is a real-time change to a web page designed to personalize or otherwise improve the usability and user experience of the website and to guide visitors to complete a conversion. For example, modifications can be used to improve the sales funnel of an eCommerce siteecommerce site, leading to an increased conversion rate. In technical terms, a modification is a managed piece of code that changes the content, appearance, or behavior of a page directly in the visitor's browser. The code can consist of HTML, CSS, and JavaScript, in any combination.

The Frosmo platform Platform can use the data stored in the browser's local storage and cookies, such as segmentation data, to determine which modifications to show to the visitor. Modifications can also use data stored in the Frosmo back end.

Here are some a few examples of common modifications:

  • Display personalized content based on the visitor's behavior or context.
  • Add new content, such as personalized product recommendations or content generated from data feeds.
  • Modify existing content, such as images or linksbanners.
  • Remove unnecessary content, such as distracting elements, site navigation elements in shopping carts, or surplus elements in mobile-optimized layouts.
  • Modify Test the layout and styling of and element or a page.
  • Add custom JavaScript code that interacts with custom APIs.

Modifications are grouped into the following types:

  • Basic modifications are used for content that is retrieved from the Frosmo back end and displayed only after the browser has rendered the page.
  • Cached modifications are used for static content that must be inserted into the page code before the page is rendered in the browser. (Like with all modifications, the content is maintained in the Frosmo back end, but unlike with the other modification types, the content is inserted in full in the Frosmo custom script for fast access.)
  • Recommendations generate content from product data based on the visitor's previous behavior on the site.

Frosmo platform main cases:

  • A/B test: Create two or more content variations to test which variation performs best.
  • Multi-armed bandit: Select a multi-armed bandit algorithm that automatically decides the best-performing content variation and adjusts the variation distribution accordingly.
  • Personalization: Create a single piece of content that you can personalize.

Frosmo Platform administrators manage modifications in the Control Panel.

In terms of graphics and other media, Frosmo prefers to use the existing content on the site or content procured by the customer through their own CMS system. Customers deliver the content to Frosmo by providing us with access to their content management system (CMS). The Frosmo team then adds the content to the site using the Control Panel.

Conversion and transaction tracking

A conversion is any pre-determined action you want your website visitors to take. This can be, for example, a purchase of a product, signing up for a newsletter, or watching a video. You can define a conversion to be basically any variable in visitor behavior that you want to track and measure.

The Frosmo platform counts purchase-related conversions on a transaction basis. The platform counts each transaction, a completed purchase of one or more products, as a single conversion.

Example: A visitor of an online book seller adds five different books to their shopping cart, with two copies of one book, for a total of six items. The visitor proceeds to checkout and completes a purchase of all six items. The Frosmo platform counts the purchase – a transaction – as a single conversion. The visitor then adds one more book to their now-empty cart and completes another purchase. The Frosmo platform counts the second purchase of a single item as a single conversion, too.For more information about modifications, see Feature: Modification.

For information about how conversions are attributed to modifications, see Conversion attribution.

Data collection and storage

The Frosmo JavaScript library collects usage data in the visitor's browser and sends the data to the Frosmo back end over an HTTPS connection. The library sends the data in the background so as not to interfere with the visitor's user experience.  The Frosmo JavaScript The library also stores selected data locally in the browser.


  • Modification performance data
  • Product data
  • Server logs
  • Visitor data

By default, the Frosmo platform Platform collects and processes only anonymous and pseudonymous information about visitors and their behavior on a website. The platform does not collect data that in itself enables the identification of an individual data subject.

For more information about what data the Frosmo platform Platform collects and where stores from websites, and how the platform stores processes and uses the data, see see Data collection and storageprocessing.

For information about how Frosmo protects the data it collects, see Data protection and privacy.

Integration with external systems and services

The Frosmo platform Platform can integrate with other back-end systems and online services, such as analytics tools, marketing automation systems, and data management platforms (DMPs).

Integrations are typically used for synchronizing segmentation data between the Frosmo platform Platform and an external back-end system, or for using the collected usage data outside the site. Integrations also allow the Frosmo platform Platform to input data about displayed or clicked content directly into an analytics tool, such as Google Analytics.

You can integrate the Frosmo platform Platform with, for example:

  • Analytics tools. If you want to use a separate web analytics tool, you should integrate it with the Frosmo platformPlatform, since changes made to your site with Frosmo are not, by default, included in 3rd-party web analytics tracking. Integration ensures that you have a clear understanding of what is happening on your site.
  • Marketing automation systems. The Frosmo platform Platform can gather and process segmentation and visitor data for marketing for marketing automation systems, which can then use the data to target the appropriate audiences.  You You can set up integrations with, for example, ad platforms and email services.
  • Data management platforms. As with many other systems, extracting useful data from DMPs can be laborious and requires the use of multiple APIs. The Frosmo platform Platform can be used as a master API, an interface for all data calls between a DMP and a site.

The Frosmo platform can integrate with, for example, the following ad platforms:

  • Adform
  • Adtech
  • DoubleClick
  • Emediate
  • Google AdWords
  • KliKKi

For more information about integrations, see System and service integrations.



Platform security

The Frosmo platform Platform can limit user access to the Control Panel by IP address. This means that users can access the Control Panel only from the designated IP addresses and from Frosmo premises.

The Frosmo platform Platform can force all content that is provided through the Frosmo JavaScript library to a site to load resources only from specified domains. When this feature is enabled, the Frosmo platform Platform validates all modification content before it is saved to the Frosmo back end. If the content contains elements that could be used to load or inject resources from non-authorized domains, the content is rejected.


For information about how the Frosmo platform Platform works with browsers and other software, see:


Table of Contents

Supported browsers

The following tables list the officially supported browsers for the Frosmo JavaScript library and the Control Panel. Both may work on other browsers and browser versions as well, but Frosmo does not officially support these.

Table: Browsers officially supported by the Frosmo JavaScript library

Google ChromeLatest version
Internet Explorer (IE)10 or newer
Microsoft EdgeLatest version
Mozilla FirefoxLatest version
OperaLatest version
Safari8 or newer

Table: Browsers officially supported by the Frosmo Control Panel

Google ChromeLatest version
Internet Explorer (IE)11 or newer
Microsoft EdgeLatest version
Mozilla FirefoxLatest version

Ad blockers and content filtering software

The Frosmo platform is not on any known basic ad blocking lists.

Some filter lists and software block the Frosmo platform, for example:

  • EasyPrivacy
  • F-Secure Freedome VPN (only when tracking protection is enabled, and only for pages that use HTTP)
  • Ghostery (when the "Beacon" category is selected)
  • Opera's built-in ad blocker (which uses EasyPrivacy)

Private browsing


Privacy technologies

While Frosmo never collects visitor data for its own purposes, or for the purpose of selling the data to a third party, the Frosmo scripts are technically third-party content on websites, and some privacy technologies therefore affect the Frosmo Platform.

For more information, see Online privacy technologies and the Frosmo Platform.

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