A/B and Multivariate Testing



  • Fully integrated MVT

  • Ability to trigger code, interactions, and show/hide elements

  • Ability to scope MVT Experiments to pages, path parts, or tagged elements, so that multiple experiments can be run independently and simultaneously

  • All data capture in a 3rd party package like GA4


  • Experiment manager ( external? )

  • Experiment scope, i.e. by page or defined by zones using a custom attribute

  • Auto-applies Experiment data and variant data to existing GTM data blocks

    • So that cross-impact can be ascertained.

  • Experiment engine

    • Show/hide

    • Various triggers e.g. IX2

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