Google Analytics Content Experiments

Google Analytics Content Experiments

Digital marketers have long since learned not to fall in love with any one tool because of the dynamic nature of this industry. In most cases, digital marketing industry professionals can collectively rejoice as the forced adoption of a new tool usually means increased functionality and/or a better user experience.

Those with an affinity for Google Website Optimizer were the latest to feel the affects of forced adoption. Users of Google’s five-year-old GWO are now required to use Google’s new website testing tool, Google Analytics Content Experiments (GACE). If you were using GWO it’s long since time to remove those tags.

What is Google Analytics Content Experiments?

GACE is a website testing tool, which allows users to:

  • optimize for goals previously defined in Google Analytics
  • serve several versions of each page to different visitors to check effectiveness of:
    • design
    • layout
    • content
  • move beyond A/B testing to A/B/N testing
    • not just two versions of a page – A/B testing
    • not just various combinations of components on a single page – multivariate testing
    • tests up to five full versions of a single page served from different URLs
  • receive advanced statistical findings to identify a clear winner
  • fully integrate results into existing GA account

What are the advantages over GWO? Is this an improvement?

The two biggest advantages are its simplicity of use, and its integration with Google Analytics. We could point out the specific advantages, but Daniel Waisberg accomplished this in his post, which was endorsed by Google Analytics on Google +.

How do I get started using Google Analytics Content Experiments?

Well, you guessed it, first you need to go to Google Analytics and open an account. You’ll find “Experiments” under “Content.” If you have not created any Content Experiments (on that account) when you open this page you will see the experiment-setup wizard. To start your first experiment simply click on “Start Experimenting.” If the account has an existing experiment(s) you will see these listed out on this page. Click “Create experiment” to start a new one. Either option will lead to the following steps.


  1. Input the URL for the page you wish to test:
  2. Title experiment and choose experiment pages
    1. Click “Add Variation” for up to five variations of the page
    2. Name pages something memorable based off the variation
  3. Set experiment options
    1. Identify your objectives
    2. Set your goals
    3. Specify the percentage of visitors you want included in the experiment
    4. Note that account filters will be applied
  4. Add and check experiment code
    1. Tick “I’ll add the experiment code myself”
    2. Copy the code and paste it just inside the <head> tag
    3. Ensure Analytics code is on ALL pages in the test
    4. Publish the experiment variation pages and click “Next”
  5. Validate code, review configuration and run experiment


Again, the beauty of this tool is in its simplicity. If you’re still having trouble getting your experiments off the ground see what Google has to say about the Content Experiments interface.

The digital marketing experts at Accelerate have used GACE to improve the user experience and conversion rates on our clients’ websites. Contact us today to learn how your online properties can make you more money.

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