Analyze your a/b test results in any analytics tool – via Google Tag Manager

You can analyze your A/B test result in the analytics tool you use via Google Tag Manager. It is really easy to send your data to Google Tag Manager with our GTM integration. You can then forward this data from GTM to the analytics tool you use, whether that is Amplitude, AT Internet, Adobe Analytics or something else.

Want to analyze your data in Google Analytics or Mixpanel? You can send your data there directly from Convertize via our Google Analytics and Mixpanel integrations.

Step 1: Toggle the GTM integration ON

When you set up an experiment in Convertize, you can send the experiment data to Google Tag Manager via our GTM integration. If you use GTM on your website already, you will have already embedded the GTM tracking script on your site.

All you now need to do is toggle the Google Tag Manager integration button ON in the Convertize integrations tab of the Options menu.

When you have activated the Google Tag Manager integration, we sent the following information to GTM for each visitor that takes part in a Convertize A/B test:

• Experiment Name (the name you gave your Experiment in the Convertize Editor)
• Page variation Name (e.g. “Original” or “Scenario 1”)

Step 2: Send data from GTM to your analytics tool

To send data you receive in Google Tag Manager on to your analytics tool, you need to set up two Variables, a Trigger, and a Tag in your GTM account. Read on for instruction on how to set these up.

Create two Variables

The Google Tag Manager integration received two pieces of information from Convertize for each visitor:

• The name of the experiment the visitor participates in
• The name of the page variation the visitor was shown

For each of these pieces of information, you now need to create a Variable in your Google Tag Manager account.

Experiment Variable

• In Google Tag Manager, go to Variables > New
• Give your Variable a name, e.g. ‘Convertize – Experiment Name’
• For Variable type, choose Data Layer Variable
• For Data Layer Variable name enter ‘experiment’

Page variation Variable

• In Google Tag Manager, go to Variables > New
• Give your Variable a name, e.g. ‘Convertize – Variation Name’
• For Variable type, choose Data Layer Variable
• For Data Layer Variable name enter ‘variation’

Create a Trigger

• In Google Tag Manager, go to Triggers > New
• For Trigger type, choose Custom Event
• For Event name, enter ‘Convertize’

Create a Tag

• In Google Tag Manager, go to Tags > New
• In Tag Configuration, for Trigger type, choose Custom HTML
• In Tag Configuration, in the HTML box, you can enter something like the following code:

<script>
amplitude.getInstance().logEvent('Convertize', {
experiment: {{Convertize - Experiment Name}},
variation: {{Convertize - Variation Name}}
});
</script>

• In Triggering, select the Trigger you just created, the one called ‘Convertize’.

Now Save, Submit, and Publish your changes.

That’s it! Now, every time a new visitor participates in your A/B test, the experiment name and seen page variation are sent to the analytics tool of your choice via Google Tag Manager. You can now find and analyze this data there.

Note that more complex information, such as the conversion rate of each page version, will not be sent to Google Tag Manager. You can, however, use your analytics tool to look at the visitor data in relation to other data (such as conversions) and further segment the results the way you want.