Google Analytics Content Experiments is a website A/B testing framework that relies on metrics measured by Google Analytics to evaluate test results.
Content Experiments is integrated directly into Google Analytics. It allows to place users into different testing cohorts and show them multiple variants of content by redirecting them to different website URLs, depending on the variant that has been automatically chosen.
As an alternative, a JavaScript API is provided to choose a variant for the user automatically, retrieve this variant and use it programmatically to show different content or provide different website behavior.
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