RightMessage is a personalization platform with built-in A/B testing. When a visitor sees a version of a test, RightMessage pushes an rm_experience_impression event to your dataLayer. Build triggers and variables in Tag Manager and send the version each visitor saw to any tool you already run.
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RightMessage pushes to window.dataLayer on your page. You decide which tags fire from it.
Each impression is pushed as event: rm_experience_impression. It includes exp_variant_string, rm_experience_id, rm_experience_kind, rm_experience_name, rm_variant_id, rm_variant_name, rm_campaign_id, and rm_resource_id. Keys without a value are pushed as null, so stale values never carry over between pushes.
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.
The Google Tag Manager hand-off needs no extra plan beyond the tests themselves. Impressions come from holdbacks and A/B tests (Scale and Pro) and split tests (Pro). Enable the app card in Integrations, then publish.
rm_experience_impression. It is deliberately different from GA4's experience_impression, so a page that runs gtag.js and a GA4 tag in Tag Manager doesn't count one impression twice.
exp_variant_string, rm_experience_id, rm_experience_kind, rm_experience_name, rm_variant_id, rm_variant_name, rm_campaign_id, and rm_resource_id. A key with no value is pushed as null.
RM-<experienceId>-<variantId>, for example RM-cpn_5didDYbc-control. The Send to your analytics panel on each test card lists it for every version.
No extra plan beyond the tests themselves. Impressions come from campaign holdbacks and A/B tests (Scale and Pro) and question, form, offer and flow split tests (Pro). Starting page and audience A/B tests needs Pro.
Keep Google Tag Manager in place and add personalized copy, proof, forms, and offers without rebuilding your site.