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How to Run A/B Testing with Google Analytics

by Vikram Yadav

As challenging the testing is, grasping the concept is even harder. You pick up your existing web page and name it as “control” A, then make a copy of it and change a few elements, so now you have different design, termed as “variant” B. Thereafter, you divide the traffic into two segments and turn them towards the best version you’ve made.

Okay, so it’s not that simple to understand! That’s the reason many people strives hard with their first A/B test due to lack of knowledge in tools, how to configure the test, etc. If you are also in a similar situation, don’t worry! In this article, we’ll be discussing how businesses can run A/B testing with two major and popular tools Google Tag Manager and Google Analytics. 

Before proceeding, let’s get an overview of what A/B testing is all about and why one should run it?

What is A/B testing?

A/B testing is crucial to discover errors and make improvements in an efficient manner. This is most helpful in the case of flutter mobile app development as for this hybrid platform you need to run only one testing for all the devices. Therefore, A/B testing proves to be effective in such scenarios, impacting the overall performance of the flutter app development and growth of the business.

To simply put across, suppose you’ve developed a mobile app, but before launching you planned to make a variation of this mobile app to analyze which app design is mostly liked by people and attracting huge traffic. After this, you analyze and add elements permanently according to the customer’s choices, leading to higher conversion rates. In general, A/B testing helps you determine how to create a mobile app or website that can drive maximum traffic for you.

[box type=”shadow” align=”” class=”” width=””]Read Also: Introducing New Google Search Console Beta Version[/box]

How to run A/B testing with Google Tag Manager?

Begin with creating a custom HTML tag that includes A/B testing script and adds required codes utilized for variants. However, the number of variants depends upon the number of characters set by GMT in the custom HTML tag. In order to fire any tag, you require a trigger and there are companies that offer different triggers for different pages. These triggers have the ability to check whether the customer is using a mobile phone or desktop. You can receive this data from a custom variable that verifies the user agent of a visitor.

For example, if you want to run A/B testing for the website’s blog page, then automatically your target audience will be desktop users. Add “most popular posts” by numbering it as one two three four five, enlisting top five blogs of the day and then analyze a number of clicks. By just adding a few codes to JavaScript you can run this test and analyze the difference by pulling the data from Google Analytics.

Companies still report that the biggest downside of A/B testing through Google Tag Manager is the flickering effect that reflects on the pages while loading. This is the major issue while testing through front-end for your website or app.

How to run A/B testing with Google Analytics?

Well, setting up content experiments only takes a few minutes. So let’s begin with the steps and run your test.

Getting started:

Deep inside the behavior section of Google analytics that you often overlook while toggling between acquisition and conversion, there’s an option “Experiment” title. And when you’ll click on it, you will see a blank screen as mentioned in the below image:

To create your first experiment click on the button to the top left window titled “Create experiment”. All set? Now let’s jump off to the next step.

Select an experiment:

Now your work starts! Write any experiment title as per your choice and then proceed with selecting the objective. Look down to the image, here’s where you can set exclusive metrics to track results against and determine the right variation.

You have three choices here:

  • Select from existing goal
  • Select the right site usage metric
  • Lastly, create a new objective or goal

The selection process completely relies on your reason why you want to run the test whether it is for an app or web development.

[box type=”shadow” align=”” class=”” width=””]Read Also: How To Set Up Goals in Google Analytics To Track Conversions[/box]

Organize your experiment:

This step includes copying and pasting of URLs of pages that are variants. More so, you can also rename them as per your convenience. Check out the image below:

Add script code to your page:

Now here’s come the final stage of running you’re A/B testing on Google Analytics. You have to edit the codes according to the changes you want to implement in your page. However, if you want to proceed with this work and want some other person or hire a mobile or web app development company that can help you write all the codes you can easily do so. As mentioned in the image, below the codes there’s a section where you will find a toggle button, so just click on it and send an email to the right person seamlessly.

However, we recommend you to recheck all the codes of your app or web pages that you want to test, so that the default Google Analytics track code is easily installed. Once you’re done with reviewing and fixing you’re error-free, and you can find the dialogue box as mentioned below:

Now you’re all set to go and run your A/B testing.

[box type=”shadow” align=”” class=”” width=””]Read Also: Image search: Will they speak a thousand words?[/box]


Be it an app or web development they are never finished as iteration are required constantly due to changing market condition or the emergence of new technologies- all these factors impact the process. The above-mentioned points will surely help you run A/B testing successfully!

How to Run A/B Testing with Google Analytics
Article Name
How to Run A/B Testing with Google Analytics
Check out here how to setup and run A/B testing with Google Analytics and Google Tag Manager. Let’s begin with the steps and run your test.
Publisher Name
Beta Compression
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