GA4: create A/B test analysis with exploration (free form)

You were probably used to Universal Analytics. I used to build custom reports, or create segments without thinking. Now… we have to learn again — don't be scared, this blog is here to help.

Create a Free Form Exploration to analyse your A/B test

• Go to GA4 > Explore (in the left banner) > Click Free Form
• At Segments click at the + to add a new segment
• Pick User Segment
• Your experiment probably fires an event to GA4 for Control and Variant. Click to add an event.
• Name your segment at the top, otherwise it will be called ‘Untitled segment’
• Click Save and Apply if your segment looks good
• Drag the segment into segment comparison. Select Pivot > First Column
• At Metrics click the + to add Total Users and Conversions. Drag those to Values.