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Connecting ABConvert to Google Analytics 4 lets you analyze experiment performance alongside all of the other behavioral data you’re already collecting in GA4. Once connected, ABConvert fires a custom event every time a visitor is assigned to an experiment, so you can build reports that segment any GA4 metric — sessions, revenue, engagement — by experiment and variant.

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What gets tracked

When the integration is active, ABConvert sends a abconvert_experience_impression event to your GA4 property each time a visitor enters an experiment. The event includes:
ParameterDescriptionExample
abconvert_experiment_idThe numeric experiment ID1001
abconvert_experiment_nameThe experiment nameHomepage price test
abconvert_group_indexThe assigned test group index1
abconvert_variant_nameThe assigned variant nameVariant B
abconvert_exp_variant_stringCombined experiment + group key in the format experimentId-groupIndex1001-1
abconvert_assignment_reasonWhy this assignment happenedrandom_split
These parameters are available as event parameters in GA4 and can be used to create custom dimensions, apply them to explorations, or build audience segments.

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Setup

1

Find your GA4 Measurement ID

In Google Analytics, go to Admin → Data Streams → select your web data stream. Your Measurement ID appears at the top right of the stream details panel. It follows the format G-XXXXXXXXXX.
2

Copy the Measurement ID

Click the copy icon next to the Measurement ID or select the full string (including the G- prefix).
3

Enter the ID in ABConvert

In ABConvert, go to Settings and find the GA4 Measurement ID field. Paste your Measurement ID and click Save.
4

Verify the connection

Run a live experiment and open GA4 → Reports → Realtime. You should see abconvert_experience_impression appearing in the event stream within a few minutes of a visitor being assigned to an experiment.
GA4 Realtime overview showing event count by event name with abconvert_experience_impression listed in the event stream
Your Measurement ID must follow the format G-XXXXXXXXXX (the letter G followed by a hyphen and alphanumeric characters). ABConvert validates the format when you save — if the field shows an error, double-check that you’ve copied the full ID from GA4.

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Building reports in GA4

Once the integration is running and impression events are flowing into GA4, you can analyze experiment data in several ways. Custom dimensions To use ABConvert event parameters in standard GA4 reports, register them as custom dimensions:
  1. Go to Admin → Custom definitions → Custom dimensions
  2. Click Create custom dimension
  3. Set the scope to Event
  4. Set Event parameter to one ABConvert parameter (for example abconvert_experiment_name or abconvert_variant_name)
  5. Repeat for other parameters you want to report on
After registering, GA4 will start populating the dimension in reports going forward (historical data won’t be backfilled).
GA4 edit custom dimension dialog showing scope set to Event and event parameter field for an ABConvert parameter
Explorations GA4 Explorations give you the most flexibility for analyzing experiment results. To compare variants correctly, create one user segment per test group.
1

Open Segment overlap in Explorations

In GA4, go to Explore and choose Segment overlap.
2

Create a user segment for control

Add a User segment with an event condition where event name equals abconvert_experience_impression, then filter the same event by:abconvert_experiment_id = <your experiment id>abconvert_group_index = 0
3

Create a user segment for each variant

Duplicate the control segment and change abconvert_group_index to 1, 2, or other variant indexes used in your experiment.
4

Compare outcomes

Add business metrics like purchases, revenue, or engagement and compare segments side by side.
GA4 custom segment setup screen with User segment selected as the segment type
GA4 user segment condition builder filtering abconvert_experience_impression by ABConvert experiment and variant fields
If you want a single filter field per segment, use abconvert_exp_variant_string (for example 1001-0 for control and 1001-1 for Variant 1).
Funnel exploration Build a funnel exploration with steps for page view → add to cart → purchase, then apply variant segments as breakdowns. This lets you see exactly where in the purchase funnel each variant performs differently.

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Things to know

  • GA4 impression events are fired client-side by the ABConvert script. If a visitor has an ad blocker or has opted out of tracking, the event may not be sent.
  • The integration supplements ABConvert’s own analytics — it does not replace them. Use ABConvert’s dashboard for statistical significance calculations and conversion metrics; use GA4 for deeper behavioral and cross-channel analysis.
  • There is no additional cost in ABConvert or GA4 for enabling this integration. GA4’s standard event limits apply.