New Content Experiments API Launches To Power A/B Testing With Google Analytics

Google announced the launch of a new API for Content Experiments in Google Analytics to allow developers to test site content with programmatic optimization. The API relies on the the multi-armed bandit approach currently used for Content Experiments, but users can override it to rotate content evenly during experiments or use their own proprietary logic.

Other features of the new API include:

Testing changes to content without redirects: The original Content Experiments JavaScript snippet causes a page redirect. With the Content Experiments API it is possible to test changes to content without redirects.

Testing items server-side such as the result set of a database query: The API allows users to run tests on the server side and try things like implementing different recommendation or search algorithms.

Testing in non-web environments using measurement protocol: The Content Experiments API can be used on kiosks in physical locations to test different layout variations of content and features and determine what users can complete quickest or at highest value.

Visual Website Optimizer is among the launch partners. Paras Chopra, Founder & CEO said the company participated in the beta and will start rolling out the integration with the new API soon.

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About The Author

Ginny Marvin

Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.