View Test Data In GA4

Once you've connected Shoplift to GA4, you can view your test data in two ways: through auto-generated Audiences or through custom Explorations. This guide walks you through both methods.

Before You Start: Register the Custom Dimension

Required Step: You must register exp_variant_string as a custom dimension before you can use test data in GA4 Explorations. Skip this step and your test variants won't appear as a segmentation option, populating as (not set) values instead.

GA4 requires event parameters to be registered as custom dimensions before they can be used in reports. If you've already done this, you can skip to the next steps.

1. In Google Analytics, click Admin (gear icon in the bottom left)

2. Under your property, click Custom definitions

3. Click Create custom dimension

1. Configure the dimension:

• Dimension name: exp_variant_string

• Scope: Event

• Event parameter: Select exp_variant_string from the dropdown

1. Click Save

Note: If exp_variant_string doesn't appear in the Event parameter dropdown, it means GA4 hasn't received any events with this parameter yet. Launch a test in Shoplift and visit your store as a test participant, then return to this step. It may take up to 24 hours for new parameters to appear.

Once registered, the custom dimension will be available for use in Explorations within 24-48 hours.

Method 1: Analyzing data with audiences

Shoplift automatically creates two GA4 audiences for each active test—one for the control group and one for the variant. This is the quickest way to see test participation data.

Finding Your Test Audiences

1. In Google Analytics, click Admin

2. Under Data display, click Audiences

3. Look for audiences with the description "Auto-generated audience for a Shoplift test"

For each test, you'll see two audiences following this naming pattern:

• Shoplift Test - [Test Name] - Control

• Shoplift Test - [Test Name] - Variant

What You Can See in Audiences

Click into any audience to view:

• Total users assigned to that test variant

• Device category breakdown (desktop vs. mobile)

• User trends over time

Audiences provide a quick snapshot but have limited analytical capabilities. For deeper analysis—like comparing conversion rates or revenue between variants—use Explorations instead.

Method 2: Analyze Data in Explorations

Explorations give you full control over how you analyze test performance, allowing you to compare any GA4 metric across your test variants.

Creating a Test Analysis Exploration

Follow these steps to build an Exploration that compares your control and variant groups:

Step 1: Start a new Exploration

1. In GA4, click Explore in the left navigation

2. Click Blank to create a new exploration

Step 2: Create a segment for your control group

1. In the Variables panel on the left, click the + next to Segments

2. Click Create new segment (top right of the modal)

3. Select User segment

4. Name the segment (e.g., "Shoplift - [Test Name] - Control")

5. Click Add new condition

6. Search for and select exp_variant_string

1. Set the condition to contains and enter the hypothesis ID for your control variant. To find your hypothesis ID, go to your test report in Shoplift and copy the value from the info tooltip next to the title of your control experience.

1. Once entered, the dropdown will populate with the valid string for your control.

1. Click Apply then Save

Step 3: Create a segment for your variant group

Repeat the process above for your variant:

1. Click + next to Segments again

2. Create a new User segment

3. Name it (e.g., "Shoplift - [Test Name] - Variant")

4. Add a condition where exp_variant_string contains your variant's hypothesis ID

5. Click Apply then Save

Step 4: Build your comparison report

1. Drag both segments into the Segment Comparisons area in the Tab Settings panel

2. Add the Dimensions you want to analyze (e.g., Device category, Landing page)

3. Add the Metrics you want to compare (e.g., Sessions, Conversions, Purchase revenue)

4. Your Exploration will now show these metrics side-by-side for control vs. variant

Tips for Effective Test Analysis

Set appropriate date ranges. Only include data from when the test was actively running. Exclude any periods when the test was paused.

Account for statistical significance. GA4 doesn't calculate statistical significance for you. Use Shoplift's built-in reporting for significance calculations, and use GA4 Explorations for deeper behavioral analysis.

Filter by device if needed. If your test targets specific devices, make sure to filter your Exploration accordingly to avoid skewed results.

Pausing experiments

Google Analytics doesn't support pausing audiences, so Shoplift can't pause audience data collection when you pause a test. If visitors who were previously assigned to a test return to your store while the test is paused, their events will still be sent to GA4.

When analyzing data for a test that was paused:

• Set your date range to only include the period when the test was actively running

• Avoid date ranges that span across pause/resume periods

Audience durations

Shoplift sets audience membership duration to the maximum of 540 days. This means a visitor who participated in a test will remain in that test's audience for up to 540 days, allowing for long-term analysis of test participants' behavior.