A vs B can send your experiment data to the analytics tools you already use. Then you can look at experiment results next to everything else you measure. A variation is one specific version being tested: the control, or one of the challengers. When a visitor is shown one, we hand that event to each tool you have switched on, in the shape that tool expects.
We never load an analytics tool for you. We never add a third-party script to your page either. So there is never a measurement ID, project token, write key, or app ID to find: we talk to the library your page already has. If the tool is on the page, switching the card on is the whole setup.
The tools we can talk to directly: Google Analytics 4, Google Tag Manager, Mixpanel, Segment, Amplitude, Heap, Fullstory, Contentsquare, and Adobe Analytics. For anything else, the event bus hands you every event so you can route it yourself.
Everything lives in Project Settings > Integrations. Each tool gets a card, and every card starts switched off, so nothing leaves your page until you ask for it. Turning a card on is enough to start sending experiment views, and your changes reach your live site within about a minute.
Each card also lets you preview the exact call we will make, under See exactly what will be sent.
Every provider gets its own card, switched off until you turn it on.
Google Analytics 4, the first card in the row.
Google Tag Manager, the second.
Mixpanel, the third. Every card has the same shape: a name, a description, and its own on/off switch.
Experiment views are always sent to a tool that is switched on. Everything else is opt in, per tool, under Also send:
Conversions: fired when someone completes one of the goals you are measuring.
Purchases, with revenue: the order total, currency, and order ID.
Recommendation views and clicks: which recipe was shown, which items, and which one was clicked.
Every event carries the experiment and variation it belongs to. It also carries a unique event ID, so you can line individual events up between your tool and A vs B.
Your own preview sessions and any traffic you have tagged as internal are never forwarded to a third-party tool.
One event per live experiment
If a visitor is in three live experiments at once and they convert, each tool receives three conversion events. That is one event per experiment, which is what lets you measure the same conversion against each experiment separately. Do not add these up as if they were separate conversions: see why counts differ.
Each card has a box for every event name, and each box starts empty with that tool's standard name showing inside it as a hint. Leave the box empty and we send that standard name, chosen so the tool's built in reports work with no extra setup. Type your own name to override it. The card warns you where a rename costs something real, such as Amplitude's billing exemption.
Any single experiment can be kept out of all of this. On the experiment's review step there is an Analytics forwarding switch. Turn it off and that experiment stops being forwarded, while every other experiment carries on.
The Integrations tab has a Send a test event link, below the row of provider cards. It opens your site in a new tab and sends one clearly labelled test event, avsb_test_event, to every tool you have switched on. Contentsquare is the one exception: it only accepts experiment variables, so no test event is sent to it.
Save your changes first and give them about a minute to reach your live site before you test. Your project also needs at least one live experiment. The test event is sent against the first one, so a project with none has nothing to attach it to.
Test events are labelled so they cannot be confused with real ones, and they never appear in your experiment results.