Accessing Pertento Experiment Statistics in GA4

Learn how to analyze experiment performance directly in GA4 using automatically generated Pertento variant audiences and events, and how to apply them to reports…

2 min read

If your website is connected to Google Analytics 4 (GA4), experiment evaluation may be performed directly within GA4 using variant-specific audiences and events generated by Pertento - in addition to the Pertento Reports.

When an experiment starts, Pertento automatically:

  • Sends a unique variant impression event to GA4 for each experiment variant
  • Creates one GA4 audience per variant via the API

Each audience follows the naming format:
Pertento exp: 4900 - v: 11497 - 299601

Where:

  • exp = Experiment ID
  • v = Variant ID

These audiences are automatically populated as users are assigned to variants.

Viewing Variant Performance in GA4

Access variant audiences

  1. 1Open your GA4 property
  2. 2Navigate to Reports → User → Audiences
  3. 3Locate the audiences created by Pertento (search for “Pertento”)

Each audience represents users exposed to a specific variant.

Measuring Results

There are two primary ways to analyze experiment performance in GA4:

1. Use the Audience Report

You can select a Pertento audience and:

  • Define which event should represent the conversion metric
  • Compare event counts, conversions, revenue or engagement metrics
  • Evaluate performance differences across variants

This method allows you to directly compare how each audience performs based on a chosen event such as:

  • purchase
  • generate_lead
  • add_to_cart
  • or any custom event already configured in GA4

2. Apply Audiences to Existing Reports

Pertento audiences can also be applied as filters to:

  • Standard reports
  • Custom reports
  • Explorations
  • Funnel analysis
  • Path analysis

This allows you to evaluate experiment impact across:

  • Revenue
  • Engagement
  • Retention
  • Device categories
  • Geographic segments

Because audiences are persistent, you can analyze variant behavior beyond a single conversion metric.

Important Considerations

  • GA4-based reporting requires proper user consent if analytics tracking is subject to consent management.
  • Variant audiences begin populating only after experiment start. Historical users are not retroactively assigned.
  • Ensure your primary conversion events are properly configured and firing correctly in GA4 before evaluating experiment re