An A/B test (also known as an A/B/n test or A/B experiment) is a randomized experiment using 2 or more variants on the same web page. Variant A is the original version of the web page. Variants B through n each contain at least one element that differs from the original version. Each variant is shown to a random sample of users at the same time.
The purpose of the test is to determine which version performs better at achieving a specific goal. For example, you might look at which variant increases click-through rates, key events rates, or engagement rates.
To run an A/B test in Google Analytics, you must integrate with a third-party A/B test tool. When integrated, the third-party tool is where you can run and manage your A/B tests and Google Analytics is where you can interpret the results of the A/B tests. Learn more about Integrating with a third-party experiment tool