Google Analytics 4 (Audience creation)

Google Analytics is an analytics service that enables you to measure traffic and engagement across your websites and apps. Google Analytics 4 is the latest version of Google Analytics. 


The Google Analytics 4 integration allows you to send the AB Tasty campaign data to your Google Analytics property.

This integration includes deeper interaction with Google Analytics 4 allowing you to better analyze data (i.e. audience creation) whereas the other "Google Analytics 4 (event only)" integration only sends events. 


Heads up ⚡
If you use this connector, there is no need to use the "Google Analytics 4 (event only)" connector. This connector sends an abtasty event as the "Google Analytics 4 (event only)" connector does. Using both connectors within the same campaign will duplicate the events sent to Google Analytics.


Google Analytics 4 & AB Tasty

This integration sends event to Google Analytics 4 and also automatically creates audiences. 


AB Tasty campaign data is sent as an event with event parameters:

  • Event name is “abtasty
  • Event parameter abtasty_campaign contains the Campaign ID and Campaign Name formatted as [campaign_id] campaign_name
  • Event parameter abtasty_variation contains the Variation ID and Variation Name formatted as [variation_id] variation_name
  • A third event parameter which contains the Campaign ID and Variation ID formatted as ABT-campaign_id-variation_id (this parameter is used to create the GA4 audiences). If your test ID is lower than 1100190 (test launched before November 2023) , the name is Experience_Variant_ID. Otherwise, the name is exp_variant_string



Audiences in Google Analytics 4 will allow you to build custom templates to analyze the result of your campaign and compare the results of each variation. 

More information on Google Analytics 4 audiences here

What audiences are automatically created

AB Tasty will create one audience for each variation of your AB Tasty campaigns.

For each variation of an AB Tasty campaign an Experience Variant ID is assigned and is sent to Google Analytics 4. This Experience Variant ID is used to create an audience that will includes the users that has been assigned to each variation. This Experience Variant ID will also be exported to BigQuery if you have an active connection.

Audiences created by AB Tasty are named as follows: Campaign_name - Variation_name

How it works

  • When creating an AB Tasty campaign, the Google Analytics 4 (Audience creation) push connector should be setup. More info on how to set it up at campaign level here.
  • At the launch of the campaign (i.e. play button), audiences corresponding to the each variation are automatically created in Google Analytics 4.
  • During the campaign run, data is sent to Google Analytics 4 and audiences are collecting the data. 
  • When the campaign is archived, audiences are automatically deleted on Google Analytics 4 so you don't reach the limit. The Experience Variant ID is not deleted and can be retrieved in Explore reports and BigQuery exports.

More information on the audience workflow here




Before setting up the Google Analytics 4 (Audience creation) integration within AB Tasty you will need to find your Google Analytics 4 Measurement ID and Property ID


Good to Know 💡- Google Analytics 4 Measurement ID & Property ID
The Google Analytics 4 Measurement ID is the unique identifier of the data stream that sends data to your Google Analytics property. The Measurement ID uses the format G-XXXXXXX.
To retrieve your GA Measurement ID, access the Google Analytics interface and click Admin > Property > Data Streams > Web, and choose your data stream. GA Measurement ID appears at the upper right. More info here.

The Google Analytics 4 Measurement ID is the unique identifier of the property.

To retrieve your GA Property ID, access the Google Analytics interface and click Admin > Property > Property Settings. GA Property ID appears at the upper right. 

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Now that you have your Measurement ID and Property ID, you can set up the integration in AB Tasty:

  1. Access Integrations > Integration Hub.
  2. Search for and select Google Analytics 4 (Audience creation).
  3. Click Setup connector.
  4. Give a name to your connector so you can easily retrieve it.
  5. Input the Measurement ID and Property ID.
  6. Click Authorize and Create.
  7. You are redirected to a Google auth workflow. You need to select a Google account that has edit access to the GA4 property you want to connect to AB Tasty then click Allow. This will allow AB Tasty to automatically create audiences in GA4. mceclip0.png
  8. Fill in the Property ID and Measurement ID fields and click Save and create connector. You will be redirected to AB Tasty platform. 


The integration is now set up and will be available when creating a new campaign. 


Heads up ⚡
You must update the AB Tasty tag to make your changes live.


Good to Know 💡
Please note that the setup of integration in the account settings is not applied retroactively to previously created campaigns. They only apply to newly created campaigns.


GA4 custom dimension setup


Once you have the AB Tasty events flowing into your GA4 property, you have to setup custom dimensions for the abtasty_campaign and abtasty_variation event parameters so you can easily access them in the GA4 reports.

To create a custom dimension in GA4: 

  1. Click Admin.
  2. In the Properties column, click Custom definitions.
  3. In the Custom dimensions tab, click Create custom dimensions.
  4. Complete the following information:
    • Dimension name: Enter a unique name for the dimension.
      You can't use hyphens in the name, but you can use underscores and spaces instead.
    • Scope: Choose a scope for the custom dimension.
    • Description: Enter a memorable description for the custom dimension.
    • Event parameter/User property: Choose the source of data.
  1. Click Save.

Here are examples of how you can set up the custom dimension for the AB Tasty event parameters: 



Integration check


Once you have set up the Google Analytics 4 integration and activated it in an AB Tasty campaign, you may want to verify that data is sent correctly to your Google Analytics property.


Heads up ⚡
To QA the integration, you must be affected by a campaign where the integration has been configured. 


  1. Open the console and click the Network tab
  2. In the search bar, type in your Google Analytics 4 Measurement ID (the one you used to set up the integration).
    You will normally see several lines containing your Measurement ID, which corresponds to the different data that is sent to Google Analytics (not only from AB Tasty but also by the Google Analytics tag)
  3. Look for the line that contains the AB Tasty event and event parameters in the payload. If you find it, it means that AB Tasty campaign data is sent to Google Analytics.


You can also see the AB Tasty campaign data within Google Analytics 4: 


  1. In the Real-Time report (only the events that are currently received are displayed here)


  2. In the event report (you will need to wait for the events to be collected and processed by Google Analytics).

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