This article is about Universal Analytics (UA) properties. Starting July 1, 2023, standard UA properties will stop processing data (July 1, 2024 for UA 360 properties). Migrate to Google Analytics 4, and then refer to the Google Analytics 4 properties section of this help center.

An important update on Content Experiments

We're making a change to Google Analytics and experiment resources of the Management API. Beginning August 7, 2019, you won't be able to create or start Content Experiments (CX). Experiments presently running will be allowed to complete. Completed experiments will remain visible as Google Analytics experiment reports.

If you have any experiments in progress, consider migrating them to Google Optimize. It’s free, maintains native integration with Google Analytics, and has all the following capabilities:

  • A/B testing including redirects
  • Multivariate testing (MVT)
  • URL targeting
  • An easy-to-use visual editor for making changes to your site
  • JavaScript targeting
  • Cookie targeting
  • Geotargeting
  • Browser, operating system, and desktop versus mobile targeting

If you’re looking for ideas check out our suggestions here. The content below will help you recreate some common Content Experiments use cases within Google Optimize.

I’m looking to... To replicate in Google Optimize...
...create a redirect experiment Visit article
...create an experiment without redirect (browser-only implementation) Visit article
...create a server-side experiment where Optimize only handles reporting Visit article

Key differences between Content Experiments and Optimize

  • Optimize redirects and client-side APIs are asynchronous whereas Content Experiments are synchronous. (If you notice page flicker this snippet can help).
  • Optimize doesn't currently offer multi-armed bandit dynamic weight adjustment.
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