Run an A/B Test Using Page Parameters

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Goal

Compare A/B test variants by passing variant information as page parameters and analyzing results in Mapp Intelligence.

Prerequisites

  • Mapp Intelligence tracking is implemented

  • A/B test variants are assigned (for example, via custom logic or an A/B testing tool)

Procedure

Step 1 – Create Page Parameters

Create page parameters to store A/B test information.

Navigate to:
Mapp Q3 > Custom Parameters > Page Parameter

Create at least two parameters:

  • One parameter for the test name (for example, ABTest)

  • One parameter for the variant (for example, ABTestVariant)

When defining parameters:

  • Choose a free parameter ID

  • Use clear and consistent naming

  • Activate the parameter

For detailed instructions on how to create and configure parameters, see: How to Set Up Custom Parameters

Step 2 – Pass Variant Information to Tracking

Include the test and variant information in your page tracking.

For each relevant request, pass:

  • The test name

  • The assigned variant

Example:

  • ABTest = SimilarItemsTest

  • ABTestVariant = VariantA

Ensure that:

  • The same values are used consistently

  • Each user remains in the same variant during the session

The variant must be available in tracking to allow analysis, but how broadly it is included (for example, only on specific pages or across multiple interactions) depends on the test setup.

Step 4 – Analyze Variants in Mapp Intelligence

Use page parameters to analyze and compare A/B test variants.

Analyze test and variant together

To analyze A/B tests, combine the test and variant parameters in a single analysis.

  • Navigate to: Navigation > Page Parameter

  • Select the parameter used for the test (for example, ABTest)

  • Add the variant parameter (for example, ABTestVariant) as an additional dimension

This creates a pivot table that shows which variants belong to which test and how often they were tracked.

Use a suitable metric depending on your setup, for example:

  • Page Impressions to analyze how often a variant was tracked

  • Visits to analyze how many sessions included a variant

The choice of metric depends on how the variant is passed in tracking.

Performance comparison

Add business metrics to the same analysis to compare performance across test variants, for example:

  • Conversion Rate

  • Revenue

  • Orders

This allows you to evaluate how each variant of a specific test performs.

Note that this approach does not represent a strict Attribution Model. Results depend on how variant information is available within the tracked data.

Note

The interpretation of metrics such as conversion rate or revenue depends on how variant information is included in tracking (for example, within a session or across multiple interactions).

Segmented analysis

To analyze variants in more detail:

  • Filter analyses by variant values (for example, Variant A or Variant B)

  • Optionally filter by test name to focus on a specific A/B test

  • Apply these filters to different analyses, such as:    

    • Product analysis

    • Device analysis

    • Campaign analysis

In Mapp Intelligence, segments are reusable filters. You can either apply filters directly or create segments for repeated use.

Next Steps

  • Refine variant definitions based on results

  • Extend analysis using additional dimensions and segments

  • Explore more advanced tracking approaches if deeper attribution is required