GA4 AB Testing 2024 - SEO Gazette

GA4 A/B Testing in 2024

Dec. 06, 2023 2:53 am PST | SEO Gazette | By Luke Ross

Google Analytics 4 (GA4) has evolved its approach to A/B testing, focusing on integrations with third-party A/B testing providers. As of September 30, 2023, Google Optimize and Optimize 360 were sunsetted, and Google announced collaborations with several A/B testing tools.

Google’s decision to sunset Optimize and focus on third-party integrations is the need for a more “robust and feature-rich solution for experimentation testing”. These third-party tools provide advanced capabilities that were not available in Google Optimize.

A/B testing, also known as split testing, A/B/n test, or A/B experiment, is a method of comparing two versions of a webpage or app against each other to determine which one performs better. In conjunction with official Google third-party collaboration as well as Google’s public APIs, Google Analytics 4 (GA4) offers advanced capabilities for conducting A/B tests. This allows SEO and marketing professionals to make data-driven decisions to optimize their websites and campaign efforts.

By integrating with a third-party experiment tool approved by Google such as AB Tasty, Optimizely or VWO, you can run experiments and interpret the results through Google Analytics.  This guide provides a detailed overview of how to effectively use GA4 for A/B testing in 2024.

Google Analytics 4 Dashboard, Screenshot Dec. 2023 | SEO Gazette

Understanding A/B Testing in GA4

In basic terms, A/B testing in GA4 involves comparing two or more variants of a page to see which one performs better in terms of a predefined objective. GA4’s approach to A/B testing is integrated with its event-based tracking system, providing a more nuanced understanding of user behavior.

According to the Google Glossary, the purpose of an A/B test is to “determine which version performs better at achieving a specific goal.”

Key Benefits of A/B Testing in GA4:

Data-Driven Decisions: Make informed decisions based on user data.

Improved User Experience: Test and implement changes that enhance the user experience.

Increased Conversion Rates: Identify changes that lead to better conversion rates.

Google Analytics 4 Events, Screenshot Dec. 2023 | SEO Gazette

Setting Up Your A/B Test

Defining Your Objective

Identify Your Goal: Determine what you want to achieve with the A/B test (e.g., increase in page views, higher engagement, more conversions).

Choose a Metric: Select a relevant metric in GA4 to measure this goal.

Creating Variants

Design Variants: Develop two or more variants of your webpage or app feature.

Ensure Consistency: Make sure that the changes are consistent across all variants except for the specific element being tested.

Integrating AB Tasty, Optimizely, and VWO with GA4

1. AB Tasty

Setup: Integrate AB Tasty with GA4 by using the AB Tasty tag within the Google Tag Manager or directly in your website’s code.

Experiment Creation: Design your A/B tests in AB Tasty, defining variants and targeting rules.

Data Analysis: AB Tasty’s results can be sent to GA4, allowing you to analyze the performance of your experiments using GA4’s advanced analytics capabilities.

‘Targeting’ via AB Tasty, Dec. 2023 | SEO Gazette

2. Optimizely

Integration: Connect Optimizely with GA4 through direct API integrations or via Google Tag Manager.

Running Tests: Use Optimizely’s platform to create and manage your experiments, leveraging its extensive testing capabilities.

GA4 Reporting: View experiment results in GA4, combining Optimizely’s detailed experiment data with GA4’s user insights.

Optimizely ‘Experiment Results’, Dec. 2023 | SEO Gazette

3. VWO

Linking with GA4: Integrate VWO with GA4 using VWO’s native integration options.

Experiment Setup: Set up your A/B tests in VWO, utilizing its user-friendly interface and diverse testing options.

Analyzing Results: Export your VWO test data to GA4 for a comprehensive analysis, combining VWO’s conversion metrics with GA4’s user behavior analytics.

VWO Editor JS/CSS Editor, Dec. 2023 | SEO Gazette

Best Practices for GA4 A/B Testing with Third-Party Tools

When integrating AB Tasty, Optimizely, or VWO with Google Analytics 4 (GA4), leveraging the unique features of each platform can significantly enhance your A/B testing strategies. With AB Tasty, you can utilize its AI-powered predictive algorithms to forecast the potential success of variations, and its personalization features allow for tailored user experiences, which can be further analyzed in GA4 for deeper insights.

Optimizely offers the capability to conduct full-stack experiments, not just on the front end but also server-side, providing a more comprehensive testing environment. Its feature flagging allows for incremental changes and measuring their impact in GA4, ensuring controlled experimentation.

VWO stands out with its multivariate testing capabilities, enabling you to understand complex interactions between different website elements. Additionally, VWO’s heatmaps and visitor recordings offer qualitative insights into user behavior, complementing the quantitative data you gather in GA4.

In all these integrations, it’s crucial to align key performance indicators across both the testing platform and GA4, ensuring consistency in data tracking and interpretation. This holistic approach to A/B testing, combining the strengths of these platforms with GA4’s analytics, paves the way for more informed decisions, optimized website performance and more accurate search engine optimization results in general. Here’s some things to remember:

Consistent Tracking: Ensure that your tracking setup is consistent across GA4 and your third-party tool to maintain data integrity.

Segmentation and Targeting: Leverage the advanced segmentation and targeting features of these tools to refine your testing audience.

Comprehensive Analysis: Utilize the combined power of GA4’s analytics and your choice of third-party tool’s testing capabilities for a holistic view of your experiments.

Iterative Testing: Use insights from both platforms to continuously improve and iterate on your A/B testing strategies.


The integration of third-party A/B testing tools with GA4 opens up new possibilities for businesses to conduct more sophisticated and effective experiments. By leveraging the strengths of these ‘Google Approved’ third-party tools, along with GA4’s analytics, you can gain deeper insights into user behavior and preferences, leading to more informed decisions and improved website performance.

Article written by Luke Ross, The SEO Gazette

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