A/B-test native apps with Google Content Experiments and Google Tag Manager

Simon Dahla

Google Content Experiments

Google has launched the possibility to A/B-test native applications for both iOS and Android. This can now be done using the Google Tag Manager.

AB-testing is one of the most powerful tools to optimize the online business. This has not been possible to do in a smooth way for native apps and has been a problem for many. But now it becomes possible.

You will be able to A/B-test your apps without having make a new release in the App Store or Play Store. The new solution removes the obstructions that has so far prevented A/B-testing of apps.

You also have Google Analytics (GA) implemented in your app, so you can target (target) test against all the different segments that you already have in GA.

You can later segment your visitors and analyze visitor behavior over time.

This is how the new solution for the Google Content Experiments work

Previously, you had to make a new release to bring in new (testing) Code in the app. With Google’s new solution you put enter the Google Tag Manager (GTM) app into ONE release.

Then use the GTM as a ”container” for your A/B-testning code and deploy the app without having to make a new release. Pretty nifty right?

To get the Google Content Experiments to work in your app, you will need:

  • Using Google Analytics as an analytical tool
  • Implement Google Tag Manager

Neil from the Google Analytics team talks about these new features in this video from 17 minutes and onwards, see the video at Youtube.

His talk is also about to disconnect the GA-configuration of the code base, to more easily debug your GA-configuration, which can be very valuable.

Full documentation for how to proceed can be found at Google’s support page for Content Experiments

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