Simply put, your Unless pages are copies of your original page. So, all scripts installed on the original page, also execute on the Unless variations. 

This means that you can analyze your personalizations with the same analytics tools you're using for the rest of your website (e.g. Mixpanel, Hotjar, or any other analytics tool of your liking). Additionally,  Unless offers a native Google Analytics integration. 


Google Analytics & Unless

Getting familiar with an analytics tool can be very time consuming, so instead of building a complex solution ourselves we decided to integrate with Google Analytics - a tool that most of our customers are already using successfully.

Since Unless pages execute the same scripts as your original pages you don't need to connect Unless to your GA account manually. It will work out-of-the-box, even in preview mode.

Google Analytics Events:

To make data analysis easy for you, we automatically send events to your GA account for each variation you create.
To access information about your events, log into Google Analytics, navigate to "Behaviour → Events → Top Events". 

Unless events consist of three components: 

  • Event Category → equals the unique ID of the page (e.g /pricing/)
  • Event Action → equals the name you gave your variation (e.g. "Pricing new visitor)
  • Event Label → equals the unique ID of each variation (a 32-digit number)


1. Basic Analytics - Performance 

To demo how to analyze your variations, we used the account of our customer Peecho. They created two variations of their homepage so their setup looks like this:

Now, the following information will appear in Google Analytics: 

  • Event Category → sAzmw (you can look up a page's ID in the URL)
  • Event Action → "Self-Publisher" and "Artist"
  • Event Label → the variations' unique IDs

Under Event Action you can see how often each variation was triggered. Add the secondary dimension Page to see to which page the variations belong. In this case, both are variations of the homepage (click to enlarge). 

By switching to the metric group "Site Usage" you can learn more about the visitors' overall sessions. In the above screenshot we can see that the variation "Artists"  was triggered in 25 sessions (click to enlarge).


2. Advanced Analytics - Goals & Segments

To track conversions and other goals, you first need to set up GA goals. Next, you can create custom segments (the set up of the segment depends on your goal).
To illustrate, we set up this custom segment (tracking how many users looked up our /pricing/ page):


Now, we have to apply this segment to our Unless variations:

Zoomed in: 

We can see that out of 70 users who saw the Self-Publisher variation, 61 looked up the pricing page - that's 87%! That indicates that our variation is doing very well in regards to this goal. However, only 9 out of 25 people who saw the Artists variation completed the goal (36%). So, we should probably improve the Artists variation. 


3. Metrics 

Of course, conversion is the main metric to determine the success of your personalizations. However, we also recommend looking at secondary performance metrics as they can also give you some nice insights:  

  • Avg. Session Duration → How much time did users spend on my site?
  • Bounce Rate → How many users left after only looking at the entry page?
  • Pageviews per Session → How many pages did my users visit on average?

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