Skip to main content
Connect ABConvert to Google Analytics 4 (GA4) to analyze test groups alongside the behavioral data you already collect. After an eligible visitor enters a test, ABConvert sends a custom impression event through the GA4 tag on your storefront.

​
What gets tracked

When the integration is active, ABConvert sends a abconvert_experience_impression event to your GA4 property each time a visitor enters a test. The event includes: 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.

​
Set up GA4

Your storefront must already load the GA4 web tag (gtag) for the web data stream you want to use. ABConvert does not install that tag. ABConvert sends the event when a visitor enters a test, so visitors who enter a test after you save the ID report to GA4. Visitors who entered before that do not.
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

Save the ID in ABConvert

Open Integrations → Google Analytics 4. Paste your Measurement ID and click Save.
4

Verify the connection

Visit an eligible page of a running test in a fresh browser session with analytics consent. Open GA4 → Reports → Realtime in the same property as the configured web data stream. Look for abconvert_experience_impression and inspect its test ID and test group. A saved ID alone does not confirm that GA4 received an event.
GA4 Realtime overview showing event count by event name with abconvert_experience_impression listed in the event stream

Verify impression events in GA4 Realtime

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.

​
Building reports in GA4

Once the integration is running and impression events are flowing into GA4, you can analyze test 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

Set custom dimension scope to Event when registering ABConvert parameters

Explorations GA4 Explorations give you the most flexibility for analyzing test results. To compare test groups, 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 other test group

Duplicate the Control segment and change abconvert_group_index to 1, 2, or another index used in your test.
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

Choose User segment in GA4 Explorations

GA4 user segment condition builder filtering abconvert_experience_impression by ABConvert experiment and variant fields

Build a user segment using ABConvert impression event parameters

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 A).
Funnel exploration Build a funnel exploration with steps for page view → add to cart → purchase, then apply test-group segments as breakdowns. This lets you see where visitors in each test group behave differently.

​
Things to know

  • GA4 impression events are sent from the visitor’s browser. A missing storefront GA4 tag, declined analytics consent, or a content blocker can prevent delivery.
  • Saving a Measurement ID does not add GA4 reporting to tests created before that save. Create a new test to verify the integration.
  • 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.