As experienced marketers like you know, A/B testing is the most proven method to determine which landing page variation performs best. By knowing the winning design that converts most, you can get more out of your advertising campaigns and maximize ROI.
Equally important is knowing how to track and analyze data because that is a determining factor between an A/B testing success and failure.
You also know that Google Analytics landing page tracking monitors data such as total sessions, bounce rate, pages per session, etc. What you may not know is that GA can also track variations to give you a breakdown of how each landing page version stacks up against the other.
Why is this a big deal and why are we talking about it? Not only has Instapage integrated with Google Analytics for years, but now we are the only platform to pass landing page variation data to Google Analytics. (Note: This feature is for Instapage Enterprise customers only.)
Partnering with Google on landing page variation tracking
Instapage is an official Google partner and is the only landing page platform that offers landing page variation data functionality:
This means Instapage can pass data to Google Analytics for each specific landing page variation you create in the builder. Now, you can attribute performance to the correct variation and make more accurate conclusions from the GA data.
Combining Instapage and Google Analytics landing page tracking, you can successfully monitor the following metrics while running A/B tests.
Tracking variation views
What to do in Instapage
If you want to track variation views, connect your Google Analytics account to your Instapage landing page. To do this in the page builder, go to Settings > Analytics > Google Analytics:
After selecting your Google Analytics account, you will get a “successful connection” message where you can now view all your GA reports with data regarding your desired Tracking ID.
What to do in Google Analytics
To view specific landing page traffic, go to the Behavior panel, click “landing page report” and add the filter for that particular page:
To view traffic for different page variations, click Behavior > Site Content > Landing Pages:
Click the Secondary Dimension and select Custom Dimensions > Page Variation Name:
You can now see all the data collected for that variation:
Conversions triggered on the main page
(Note: Google Analytics sometimes modifies the code to perform the following actions. Please consult this help center article for the most updated information.)
Once you have variation tracking set up, you can go even further by tracking events. All you have to do is customize and add their tracking script following the instructions here.
Don’t forget to customize your event parameters and to change the element ID number with that of your button. For any Google Analytics event, you will need to customize the event parameters by replacing the square brackets with your event fields:
Please consult Google’s documentation for more information about how to configure your Google Analytics events.
(Note: If you want to track multiple buttons you must add the code for each button. Plus, don’t forget to customize each code snippet to have the correct element ID number and event parameters for each separate button.)
Conversions triggered on the thank you page
Start tracking variations with Google Analytics
A/B testing is an essential component of conversion rate optimization since it helps you systematically improve your marketing funnel by selecting a landing page variation that drives the most conversions and optimizes the user’s post-click experience.
Instablocks™ helps you create multiple landing pages without a hassle, the A/B testing functionality enables you to run A/B tests, and with Instapage’s Google partnership you get to track variation data easily.
Get an Instapage Enterprise demo and see how our platform allows you access to a suite of tools to significantly improve your advertising ROI and streamline your post-click process.