How to Run an A/B Test with Google Analytics

We’ve covered the basic introduction to A/B Testing and why it’s important to your business as well as mistakes commonly made in A/B testing in the first two articles. Today, we’ll run you through the process of setting up an A/B Testing experiment.

There are various A/B Testing tools available if you search around, most of which are paid software. But since not everyone is ready to shell out money just to test them out, we’ll highlight one of the known free tools around which is Google Analytics Content Experiments.

How to Run an A/B Test with Google Analytics

What are Content Experiments?

To explain better, here’s how Google Analytics describes the Content Experiments process.

Content Experiments uses a somewhat different approach than standard A/B and multivariate testing. Content Experiments uses an A/B/N model. You’re not testing just two versions of a page as in A/B testing, and you’re not testing various combinations of components on a single page as in multivariate testing. Instead, you are testing up to 10 full versions of a single page, each delivered to users from a separate URL.

While it’s mentioned that you can test up to 10 full variations, we would still recommend to keep it around 2-3 only.

Before we lay out the steps to setting up an A/B Test experiment, be sure that you have you have properly set up your Google Analytics account and that you have your goals defined. Need help? Feel free to connect with us!


What to Prepare Before Setting Up the Experiment

  • Test Objective
  • Original page
  • Variation
  • Analytics tracking code properly added to the pages

How to Create a New Experiment



  1. Sign into your Google Analytics account
  2. Choose the website you wish to test
  3. Go to Reporting tab
  4. Go to Behavior
  5. Click Experiments

You will be asked to set following information:



  1. Name for this experiment
  2. Objective for this experiment
  3. Percentage of traffic to experiment
  4. Distribute traffic evenly across all variants
  5. Set a minimum time for the experiment to run
  6. Set the confidence threshold

After defining the objectives, you will be redirected here:


You will be asked to add the URL of the original page and the variations. Page preview will be shown as thumbnails to help you make sure you set the right URLs.

After clicking ‘Next’, you will be prompted to set up your experimental code as shown below.

google-analytics-experimental code

This section will let you manually implement the code to run the test, or you will be given an option to email the webmaster to run the test.


After clicking ‘Next’, you will be able to review and validate the experiment code. Just click on ‘Start Experiment’ and you’re A/B Test will begin to run.

Feel free to Connect with us if you wish to know how we can help you with your A/B Testing experiments!

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