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    With the process described in this article, you can capitalize on the dataLayer integration available in your Explore account to send events into your GA4 property whenever a user views experiment variations.

    Step 1: Activate the dataLayer integration in your Explore account:

    Step 1.1: Click on the Website name in your Explore account

    Step 1.2: Click on the Integrations button in the drop-down menu

    Step 1.3: Add in dataLayer under the DataLayer variable name and click Enable

    Once this is done, you will see Omniconvert events in the dataLayer whenever the user sees a variation of an Explore Experiment. 

    As you can see in the above screenshot, the Event Name is “Omniconvert.”

    Every such event also has the mktzExperiment and mktzVariation variables. These variables are populated in the following way:

    mktzExperiment: “[ExperimentID]Experiment Name”

    mktzVariation: “[VariationID]Variation Name”

    In order to send the above events into GA4, these values can be picked up, and a variety of methods can then be used. 

    The most popular method is likely Google Tag Manager (GTM):

    Step 2: Send events into GA4 via Google Tag Manager

    Step 2.1: Create DataLayer Variables for mktzExperiment and mktzVariation

    Step 2.2: Create a custom event trigger for Omniconvert events

    Step 2.3: Create a GA4 Event Tag, including the dataLayer variables previously created as event parameters

    Step 3: Publish the GTM Workspace:

    Step 4: Create a visualization, either in Looker Studio or in GA4 Explorations, to see the results after some data has been recorded

    The basic Exploration for this type of report would be something along these lines:

    Alternatively, the Exp_Name and Exp_Var parameters can also be used to create segments in GA4 to identify only those users or sessions that have seen one or more specific variations.


    If you perform all of the above implementations while also having the GA Integration active in your Integrations section in Explore, you will effectively send each variation event into GA4 twice.

    Once through the Explore Integration and once through the dataLayer and GTM integrations.

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