As Google continues on the path towards creating a better overall experience for experiments in Google Analytics 4 (GA4), they recently announced more news on how this will look. Throughout this year Google will enable integrations that allow users to run testing experiments in third-party A/B testing platforms and then interpret experiment results in Google Analytics using cutting-edge measurement infrastructure. The third-party A/B testing platforms Google will be partnering with initially are (in alphabetical order):
Each of the platforms above are actively working on integrations that improve their interoperability with GA4 and plan to share more details in the coming weeks. To learn more about each of these platforms, click the links above.
A/B Testing in GA4
When an A/B experiment is created in one of these tools, users will be able to choose the Google Analytics property to associate with the experiment and consent to the integration. They can then manipulate their experiment data using reports, Explorations, and audiences in Google Analytics to understand which experiments yield optimal results. As more details on the functionality and timing of the availability of these integrations are available, Google will make them known.
This new vision for A/B testing in Google Analytics will enable customers to leverage the robust feature set of top third-party A/B testing platforms while utilizing Analytics’ leading activation and reporting capabilities powered by Google’s AI. Our team at InfoTrust can help with A/B testing next steps.
Google will be planning live sessions in the coming weeks to provide more information on the Optimize sunset and next steps.