A GA4 experience_impression event
Each impression is a GA4 experience_impression event. It carries exp_variant_string, rm_experience_name, and rm_variant_name. Page tests, audience tests, campaign holdbacks, and legacy split tests all send it.
Analytics integrationAnalytics Platform
Analyze your RightMessage A/B tests in Google Analytics.
RightMessage is a personalization platform with built-in A/B testing. When a visitor sees a version of a test, RightMessage sends a GA4 experience_impression event with that version's string. Google Analytics can then break down your own conversions, revenue, and engagement by the version each visitor saw, next to the verdicts in RightMessage.
Start here
Keep your Google Analytics setup.
RightMessage uses the gtag function already on your page. It does not install Google Analytics or ask for a measurement ID.
What RightMessage sends to Google Analytics.
The RM-<experienceId>-<variantId> string
exp_variant_string has the format RM-<experienceId>-<variantId>, for example RM-cpn_5didDYbc-control. The Send to your analytics panel on each test card lists the string for every version.
Every test, in your reports
Impressions come from question, form, offer, and flow split tests, campaign holdbacks and A/B tests. Enable the Google Analytics app card in Integrations, then publish.
How to set up the Google Analytics hand-off.
- Make sure your page loads Google Analytics with a callable gtag function. Google Tag Manager alone doesn't guarantee that function exists; use the Google Tag Manager app for a GTM-only setup.
- In RightMessage, open Integrations, find the Google Analytics card, and click Enable. Changes reach your website after you publish.
- Copy each version's string from the Send to your analytics panel on the test card.
- In GA4, use the exp_variant_string parameter to compare versions in your own reports.
- RightMessage still sends its older rm_ interaction events (offers, questions, answers, forms, campaigns) alongside experience_impression.
Frequently asked questions.
Which event does RightMessage send to Google Analytics for A/B tests?+
A GA4 experience_impression event with three parameters: exp_variant_string, rm_experience_name, and rm_variant_name. It is sent when a visitor is assigned a version of a page test, audience test, campaign holdback, or legacy split test.
What does the exp_variant_string look like?+
RM-<experienceId>-<variantId>, for example RM-cpn_5didDYbc-control. Each test card in RightMessage has a Send to your analytics panel that lists the string for every version.
Will I count impressions twice if I also use Google Tag Manager?+
No. The Google Tag Manager app pushes a differently named dataLayer event, rm_experience_impression, so a page running gtag.js and a GA4 tag in Tag Manager doesn't record one impression twice.
Does Google Analytics decide the winner?+
No. RightMessage gives a plain-language verdict on the Testing tab. Google Analytics is where you look at your other metrics by version.
Need detailed setup instructions? Read our Google Analytics setup guide →
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Start personalizing your Google Analytics experience.
Keep Google Analytics in place and add personalized copy, proof, forms, and offers without rebuilding your site.