Google Analytics Content Experiments API, makes Analytics a full-blown A/B testing platform where developers of all types can leverage the power of Google Analytics to run their experiments.
""Content Experiments API" allows you to pick and choose from all the testing functionality Google Analytics has to offer and to combine it into powerful solutions that best fit your particular needs," informs Google.
By utilizing "our multi-armed bandit approach, you can maximize results by efficiently determining which assets on your site perform best to offer an improved experience for users," Google adds. Multi-armed bandit experiments are powerful and efficient tools and with the new Content Experiments API, you can get even more from them.
With the Content Experiments API, you can:
Content Experiments API also "lets you now run tests on the server side and try things like implementing different recommendation or search algorithms to determine what works best for your site."
Additionally, it also makes it possible for "you to bypass programmatic optimization while allowing you to continue to enjoy the powerful experiment reporting Google Analytics provides," google added.
Finally, you can also testing in non-web environments using measurement protocol. For example, "if you have a kiosk in your physical location (such as airline terminal or retail store) you can test different layout variations of content and features and determine what users can complete quickest or at highest value," explains Google.