Optimize data in Google Analytics

Analyze your experiment data in Analytics.

Your Optimize experiment data is available in Google Analytics. This article describes where to find your experiment data in Analytics and what you can do with it.

In this article:

Access Optimize data in Analytics

In addition to reports in Optimize, you can also see Optimize data in Google Analytics by clicking View report in Google Analytics in the information panel on the right of the experiment details page. You can also access Optimize data in Google Analytics by selecting Reports > BEHAVIOR > Experiments.

Note: Access to Analytics reports is controlled by Analytics permissions.

Experiment dimensions in Analytics

Optimize populates the following experiment dimensions in Analytics:

  1. Experiment Name – User-generated name entered during experiment creation. e.g. "My Optimize Experiment".
  2. Experiment ID – A unique ID available in the information panel on the Optimize experiment details page. E.g. IzxbYxEfTeuq3bQqIAHB9g
  3. Experiment ID with Variant – The Experiment ID with the Variant ID appended to it. Available in the information panel on the Optimize experiment details page. e.g. IzxbYxEfTeuq3bQqIAHB9g:1

Experiment dimensions are available as secondary dimensions in most Analytics reports and can be used in segments and in custom reports, which are covered in more detail below.

The Variant dimension will be deprecated shortly.

Experiment dimension scope

Experiment dimensions are session-scoped. However – unlike most session-scoped dimensions – if a user is included in multiple experiments in the same session, the experiment dimensions will have multiple values that don’t overwrite the others. The experiment dimension values will be set on all experiment sessions.

Use segments to analyze experiment data

As mentioned above, Optimize populates experiment dimensions which can be used as segments in Analytics. Some ways to use Optimize experiment data in your Analytics segments include:

  1. Use Experiment ID to create a segment that includes everyone in your experiment.
  2. Use Experiment ID with Variant to create a segment that includes everyone in a specific variant.

To build a segment that includes everyone in your variant use a condition-based segment filtered by Experiment ID with Variant:

  1. Sign in to Google Analytics.
  2. Navigate to your view and reports, or create a new custom report.
  3. Click + Add Segment.
  4. Click + NEW SEGMENT.
  5. Click Advanced > Conditions.
  6. Click on the search box and search for "exp". Optimize experiment dimensions in the Analytics Segment builder.
  7. Select Experiment ID with Variant.
  8. Select the exactly matches match type.
  9. Enter the Experiment ID with Variant.
  10. Complete your segment configuration.
  11. Click Save. Using the

To build a segment that includes everyone in a specific experiment use a condition-based segment, filtered by Experiment ID, that exactly matches your experiment, e.g. IzxbYxEfTeuq3bQqIAHB9g.

Using what you learned above you can also create a segment that includes multiple experiments or variants by using the "OR" operator and adding another filter to your condition.

As with all Analytics segments, if you include Users instead of Sessions, all sessions for the user in the date range will be returned as long as one session was part of the desired experiment.

Learn more about how to build new segments in Google Analytics.

Learn more about the ga:experimentId and ga:experimentCombination dimensions on Google Developers.

Experiment dimensions in custom reports

When an experiment dimension is included in the report configuration (as a primary/secondary dimension, in a custom report, or as an inline advanced filter), the Analytics Sessions metric is populated by Experiment sessions.

To create a custom report in Google Analytics using experiment dimensions:

  1. Sign in to Google Analytics.
  2. Navigate to your view.
  3. Click CUSTOMIZATION > Custom Reports.
  4. Click +New Custom Report.
  5. Select Type > Flat Table.
  6. Click + add dimension.
  7. Search for "exp".
  8. Select Experiment Name, Experiment ID, or Experiment ID with Variant.
  9. Add a metric (e.g. "Sessions").
  10. Click Save.

Create a Custom Report in Analytics with experiment dimensions from Optimize.

Tip: Search for "exp" in the Analytics report builder to quickly find experiment dimensions.

Learn more about how to create and manage custom reports in Analytics.
Learn more about the ga:experimentId and ga:experimentCombination dimensions on Google Developers.

Sampling in Google Analytics

While the data you see in Optimize isn’t sampled, you might see sampled data in Google Analytics. Optimize experiments populate in the Analytics Experiments section of the linked Analytics View, and this report may be sampled at the levels indicated by your Analytics contract. Sampling is more common if you include Today’s date or overlay a segment on the report.

To access unsampled data, Analytics 360 users can request an unsampled report from the Analytics Experiments reports.

Quick Tips: Reporting on Optimize Data in Google Analytics

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