This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (July 1, 2024 for Analytics 360 properties).

[GA4] A/B test

An A/B test (also known as an A/B/n test or A/B experiment) is a randomized experiment using 2 or more variants on the same web page. Variant A is the original version of the web page. Variants B through n each contain at least one element that differs from the original version. Each variant is shown to a random sample of users at the same time.

The purpose of the test is to determine which version performs better at achieving a specific goal. For example, you might look at which variant increases click-through rates, conversion rates, or engagement rates.

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