This API makes Google Analytics a full-blown A/B testing platform where developers of all types can leverage the power of Google Analytics to run their experiments. By utilizing multi-armed bandit approach, you can maximize results by efficiently determining which assets on your site perform best to offer an improved experience for users. Multi-armed bandit experiments are powerful and efficient tools and with the new Content Experiments API, you can get even more from them.
The Content Experiments API allows you to pick and choose from all the testing functionality Google Analytics has to offer and to combine it into powerful solutions that best fit your particular needs:
Testing changes to content without redirects.
Testing items server-side such as the result set of a database query.
Major testing platforms typically offer changes on the client-side but not server side. With Content Experiments API you can now run tests on the server side and try things like implementing different recommendation or search algorithms to determine what works best for your site.
Testing with your own variation selection logic and use Google Analytics for reporting.
While the multi-armed bandit approach to experimentation is one of Content Experiments most powerful features, there are times where publishers and developers would prefer to decide for themselves how to serve variations – be it evenly or using proprietary logic. The Content Experiments API makes it possible for you to bypass programmatic optimization while allowing you to continue to enjoy the powerful experiment reporting Google Analytics provides.
Testing in non-web environments using measurement protocol.
For example, if you have a kiosk in your physical location (such as airline terminal or retail store) you can test different layout variations of content and features and determine what users can complete quickest or at highest value.