Google Analytics and Universal Analytics

Google Analytics

You need to configure properly Google Analytics in order to measure your A/B test conversion goal.

Goal definition

During your test, Google Analytics will register all data about the visits on your website. It will also register details on deviated visitors and which variation was displayed for each visitor. To see which variation had the best conversion rate, you must, before launching your test, specify in Google Analytics which goal needs to be measured in your A/B test (number of downloads, number of clicks on a button, etc.)

If we take the example used on our Quick Start Guide, you simply have to define a “URL destination” goal in Google Analytics and indicate the URL of the page.

To do this, log in to your Google Analytics account and select the “Admin” tab on the top of the page.

Once you have selected the property and the view, click on the “Goals” button.

Click on the “New goal” button to create a new goal for your A/B test.

Choose a name for this new goal and select a goal slot ID in the list (the ID chosen does not matter).

Then, define the type of goal. Several choices are available:

  • Destination: the display of pages or screens will be considered a conversion. Indicate the screen or the URL in the “Destination” field. It can be “equal to…”, “Begins with…” or a regular expression.
  • Duration: time spent on the page will be considered a conversion. The fields hours, minutes and seconds indicate the minimum duration for the time spent on the page to be a conversion. When a visitor exceed this duration, a conversion is generated.
  • Pages/Screen per session: the user's interactions will be considered a conversion. To use this type of goal, you must configure at least one event.
  • Event: the number of pages or screens per session will be considered a conversion. When a user exceed the number you defined, a conversion is generated.

Click on “Continue” to define your goal details.

In our example, we have selected the “Destination” type for our goal.

Click on “Savings” to add your goal.

To verify the goal configuration, consult the goal report. To do this, click on the “Reporting” tab.

In the left lateral panel, click on “Overview” in the conversion menu.

The report will appear. If there is no data, redefine correctly your goals.

Segment definition

During an A/B test with Google Analytics, Kameleoon send the results through one of the 5 custom variables available.

Kameleoon uses:

  • The value of the custom variable to store the name of the variation displayed

  • The key of the custom variable to store the name of the experience

If you need to refine your analyze in Google Analytics, it is possible to define advanced segments.

Analyzing the results

Once Kameleoon is configured and your test launched, data start to be sent to Google Analytics.

The easiest way to visualize the results of your A/B test in Kameleoon is to use the report on custom variables. You can access it from the “Reporting” tab on your Google Analytics account.

In the left lateral panel, click on “custom variable” in the Audience menu.

It is also very easy to obtain data using the custom report function. A custom report is a report that you create. You select dimensions (city and browser for example) and metrics (Sessions, rebound rate for example) and decide how to present them.

Let’s take an example: click on the “Customisation” tab in your Google Analytics account.

Then, click on “New custom report” to create a new report.

First, indicate the title of the report and the type of report to generate (“Explorer”, “Flat table” or “Map Overlay”).

Fill out the metrics in the “Metric group” part.

Select the custom dimension containing the details of your test variations in the “Dimension Drilldowns” part.

To finish, add a filter containing the name of your test. This will allow you to obtain only the result of the A/B test.

Click on “Save” and you will obtain a custom report with these data.

Click tracking

Adding a new goal

To get your click tracking data, click on the “Admin” tab.

Once you have selected the property and the view, click on the “Goals” button.

Click on the “New goal” button to add a new goal for your A/B test.


Name your goal and select an “Event” type goal. Then, click on “Continue”.

Fill out equally the fields “Category”, “Action” and “Label”.

Validate the creation of your goal by clicking on “Savings”.

Following the results

To follow the results of your goal, click on the “Reporting” tab.

In the left lateral panel, click on “Overview” in the conversions menu.

Then, select the name of your goal from the drop-down list on the top left of the page.

Google Analytics will create a graph showing the evolution of clicks on our download button.

You will also find the details about your goal on the bottom of the page.

You can also segment the data thanks to the segmentation tools.

Universal Analytics

Universal Analytics is the new version of Google Analytics. One big difference is the replacement of custom variables by custom dimensions. It is now necessary to declare in Universal Analytics the use of each custom dimension for A/B testing, otherwise the results will not be easy to reach - which is another big difference with Google Analytics.

New custom dimension

It is very easy to declare a new custom dimension in Universal Analytics. To do this, click on the “Admin” tab to access the administration interface. Click on the “Custom definitions”, then “custom dimensions”.

Important : If Universal Analytics registers datas from more than 1 test, you have to create one new custom dimension for each test or your results will not be relevant.

Then, simply add a new custom dimension and set it up as follows:

Creating a custom report

To be able to analyze the results of your A/B test in Universal Analytics, it is necessary to create a custom report with indicators (sessions, conversion rate by goal, rebound rate, etc.) and the custom dimension chosen. You will be able to filter these indicators for each version of your A/B test.

To create a custom report, click on the “Customisation” link on the top of the page, then on “+ New custom report” to set up your report. Then, choose your indicators via the “Metric group”. For example: the number of sessions, the number of transactions and the E-Commerce conversion rate. Select the name of the custom dimension, for example here “Test Kameleoon”. To finish, you can add a filter on the name of your test to obtain the result for one test.

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