Integrations

The project Integrations tab is where you choose which analytics tools receive this project's experiment data. A variation is one specific version being tested, control or one of the challengers. This tab sends each tool which visitor saw which variation, plus their conversions, purchases, and recommendation events if you want those too. Destinations include Google Analytics, Google Tag Manager, Mixpanel, Segment, and the rest.

The Integrations tab, in the settings tab strip.
An analytics provider card's on/off switch, switched on here for Google Analytics 4. Its event-name fields and live preview appear underneath once it's on.

Notification routing and the deliveries log moved to a dedicated Notifications tab. That includes routing to a webhook (an automatic HTTP request A vs B sends to your own server when something happens). Open the Notifications tab from the tab strip on this page.

Project Settings → NotificationsWire experiment and flag events to the destinations your organization has connected, and audit the deliveries log.

Slack, Microsoft Teams, Jira, and custom webhook destinations live under Organization Settings → Integrations. They're connected once for the whole organization. Per-project routing happens on the Notifications tab.

Organization Settings → IntegrationsConnect notification destinations and edit the keyword gate for the whole organization.

Accessing the Integrations tab

Open your project, click the gear icon in the left sidebar to open Project Settings, then click the Integrations tab.

Analytics providers

Each tool gets a card with a switch. Turn it on and save, and A vs B talks to the copy of that tool already running on your page. There is nothing to paste in: no measurement ID, project token, write key, or app ID.

The tools with a card are Google Analytics 4, Google Tag Manager, Mixpanel, Segment, Amplitude, Heap, Fullstory, Contentsquare, and Adobe Analytics.

On a feature flag project, the same cards work for flags. The browser SDK (@avsbhq/browser) sends each flag evaluation to the tools you switch on, named avsb_flag_evaluation unless you rename it. Flags evaluated on a server send nothing from here, because there is no page to send from.

What each card lets you set

See exactly what will be sent: a preview of the real call we make to that tool, using your current settings.
Event names: the name each kind of event is sent under. Each box starts empty, with that tool's standard name shown inside it as a hint. Leave it empty and the standard name is used, so the tool's built-in reports work with no extra setup. Type your own name to override it.
Also send: experiment views are always sent. Conversions, purchases with revenue, and recommendation views and clicks are yours to tick per tool.
Send to measurement ID (Google Analytics) or dataLayer event name (Google Tag Manager): the one extra setting those two tools have.

Some renames cost you something real, such as Amplitude's billing exemption, and the card says so where that applies. Google Analytics also refuses certain names outright, so those are rejected when you save rather than failing quietly on your site.

Send a test event

Below the cards is a link that opens your site in a new tab. It sends one clearly labelled test event, avsb_test_event, to every tool you have switched on. Contentsquare is the exception: it only accepts experiment variables, so no test event is sent to it. Test events never appear in your experiment results.

If the project has no website address saved, type one into the box and the link appears. Save your changes first and give them about a minute to reach your site. The project also needs at least one live experiment, since the test event is sent against the first one it finds.

Leaving one experiment out

Any single experiment can be kept out of all forwarding, using the switch on its review step. Every other experiment carries on as normal.

Your site reads these settings from a cached file, so a save is not instant. Give it about a minute before checking your site.

These integrations call the JavaScript APIs of tools already installed on your site. If a tool is still loading, A vs B waits up to 30 seconds and holds its events. That way a slow tag does not cost you data. If the tool never appears, the events are dropped, but the reason is recorded rather than lost quietly.

Server-side delivery

Below the analytics cards, the same tab has a Server-side delivery section. It sends your experiment events from our servers instead of the visitor's browser, so ad blockers cannot drop them. It's included on every account: it was never a paid upgrade. (If a control on your account has switched it off, you'll see an upgrade or contact-support prompt here instead of the cards below.)

Add destination: send to your own endpoint, or straight into Google Analytics 4, Mixpanel, or Amplitude. Each destination is a card you can edit, switch off, or delete.
Send test event: sends one clearly marked event down exactly the same path a real event takes, and tells you what the destination answered.
Delivery log: on each destination card, the recent attempts. Each row shows the result, the status code, how many events went, and the reason for anything that failed.

Unlike the analytics cards, this does not need the tool to be on your page, because nothing runs in the browser.

Server-side deliverySet up webhook, Google Analytics 4, Mixpanel, and Amplitude destinations, verify signatures, and read the delivery log.

Per-provider setup guides

For detailed setup instructions, configuration options, and troubleshooting for each analytics integration, see the Integrations section of the documentation.

IntegrationsStep-by-step setup guides for Google Analytics, Google Tag Manager, Mixpanel, Segment, Amplitude, Heap, Fullstory, Contentsquare, Adobe Analytics, custom integrations, and webhooks.