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SET UP (AND 
ANALYZE) YOUR 
A/B TESTS LIKE A 
BOSS 
USING THE GOOGLE TAG MANAGER 
JULES STUIFBERGEN – CONVERSION HOTEL 201...
TOPICS FOR THIS 
SESSION 
• Two ground rules 
• The added value of commercial tools 
• What type of A/B tests am I talking...
A/B TESTING RULE 1: 
RANDOMNESS 
Visitors enter your experimentation zone 
They’re assigned to a 
variation (A or B) 
rand...
A/B TESTING RULE 2: 
CONDITIONS STAY THE SAME 
Visitors are in the same condition, always. 
Condition A 
Condition B
THE ADDED VALUE OF 
COMMERCIAL TOOLS 
Optimizely VWO
THESE TOOLS DO 2 
THINGS REALLY WELL 
UGLY code Fancy GUI
WHAT TYPE OF TESTS 
AM I TALKING ABOUT 
• Same URL / page group 
• Content manipulation with Javascript / jQuery 
Meet jQu...
LET’S REPLICATE THE 
LOGIC 
Pseudo code for a visitor entering the experiment 
1. Does the visitor have a valid cookie? 
1...
READY TO CODE 
YOUR TAG?
DETAILS: CONFIG 
This code allows 
endless amount of 
variations. 
One cookie per test
DETAILS: 
ASSIGNMENT 
In words: 
If the cookie value is not in the 
list of the variation names: 
Pick a random variation.
DETAILS: COOKIE 
Set the cookie, always. 
This makes sure the cookie is renewed for 90 days 
(code stolen from the interwe...
DETAILS: THE FUN 
STUFF 
This is where the 
GTM magic begins. 
abtest macros for 
category, action and 
label (from datala...
DETAILS: THE FUN 
STUFF 
This is where the 
GTM magic begins. 
Built-in event macro, 
to trigger the action
RULE NR. 1 
Fires on all abtest 
events
MEASURE LIKE A 
BOSS
RULE NR. 2 (AND 3..) 
Fires variation 
code
CODE LIKE A BOSS
OR.. CHEAT LIKE A 
BOSS 
Steal (and clean) 
optimizely’s code using 
the “edit code” 
functionality
START YOUR 
EXPERIMENT 
This goes in a Tag 
Activated by a 
Rule
DEBUG YOUR 
CONTAINER VERSION 
LIKE A BOSS
WELCOME VISITORS.. 
http://datadatadata.nl/ch2014.html
AND ANALYZE THE 
RESULTS 
Use Google Analytics User 
Segments on Events
YOU WIN!
THANK YOU 
Jules Stuifbergen 
@zjuul
Create A/B tests with the Google Tag Manager
Create A/B tests with the Google Tag Manager
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Create A/B tests with the Google Tag Manager

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A Google Tag Manager recipe: how to set up a/b tests, and analyze the results

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Create A/B tests with the Google Tag Manager

  1. 1. SET UP (AND ANALYZE) YOUR A/B TESTS LIKE A BOSS USING THE GOOGLE TAG MANAGER JULES STUIFBERGEN – CONVERSION HOTEL 2014
  2. 2. TOPICS FOR THIS SESSION • Two ground rules • The added value of commercial tools • What type of A/B tests am I talking about • Can we replicate this functionality (using GTM) • For free • For kicks • Because we can! • Let’s find out!
  3. 3. A/B TESTING RULE 1: RANDOMNESS Visitors enter your experimentation zone They’re assigned to a variation (A or B) randomly. Then, they’re part of your experiment.
  4. 4. A/B TESTING RULE 2: CONDITIONS STAY THE SAME Visitors are in the same condition, always. Condition A Condition B
  5. 5. THE ADDED VALUE OF COMMERCIAL TOOLS Optimizely VWO
  6. 6. THESE TOOLS DO 2 THINGS REALLY WELL UGLY code Fancy GUI
  7. 7. WHAT TYPE OF TESTS AM I TALKING ABOUT • Same URL / page group • Content manipulation with Javascript / jQuery Meet jQuery. A big fat Javascript library
  8. 8. LET’S REPLICATE THE LOGIC Pseudo code for a visitor entering the experiment 1. Does the visitor have a valid cookie? 1. Yes: set the condition variable w/ cookie value 2. No: Roll a dice and assign condition A or B 2. Store the condition in the cookie 3. Load the code for A or B 1. Javascript / jQuery code 2. Google Analytics code
  9. 9. READY TO CODE YOUR TAG?
  10. 10. DETAILS: CONFIG This code allows endless amount of variations. One cookie per test
  11. 11. DETAILS: ASSIGNMENT In words: If the cookie value is not in the list of the variation names: Pick a random variation.
  12. 12. DETAILS: COOKIE Set the cookie, always. This makes sure the cookie is renewed for 90 days (code stolen from the interweb)
  13. 13. DETAILS: THE FUN STUFF This is where the GTM magic begins. abtest macros for category, action and label (from datalayer)
  14. 14. DETAILS: THE FUN STUFF This is where the GTM magic begins. Built-in event macro, to trigger the action
  15. 15. RULE NR. 1 Fires on all abtest events
  16. 16. MEASURE LIKE A BOSS
  17. 17. RULE NR. 2 (AND 3..) Fires variation code
  18. 18. CODE LIKE A BOSS
  19. 19. OR.. CHEAT LIKE A BOSS Steal (and clean) optimizely’s code using the “edit code” functionality
  20. 20. START YOUR EXPERIMENT This goes in a Tag Activated by a Rule
  21. 21. DEBUG YOUR CONTAINER VERSION LIKE A BOSS
  22. 22. WELCOME VISITORS.. http://datadatadata.nl/ch2014.html
  23. 23. AND ANALYZE THE RESULTS Use Google Analytics User Segments on Events
  24. 24. YOU WIN!
  25. 25. THANK YOU Jules Stuifbergen @zjuul

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