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ABTestly can forward each experiment exposure to the on-page product-analytics SDKs you already load — Segment, RudderStack, Amplitude, and Mixpanel — as an experience_impression event. Once the event is in your analytics tool, you can break any chart, funnel, or retention curve down by variant using your own conversion data. The event flows through the SDK already on the page; ABTestly never sees it. Each destination is off by default. Enable the ones you use per site under Site → Analytics integration.
ABTestly’s built-in results remain the primary analysis surface (clean significance math, sample-ratio checks, per-variant lift with confidence intervals). Forwarding to product analytics is for slicing your existing reports by variant — not a replacement for the experiment readout.

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How it works

When a consented visitor is bucketed into a running experiment, the snippet calls track on whichever SDKs you’ve enabled:
The behavior is the same for every destination:
  • Consent-gated. Nothing fires until the visitor has consented (the snippet gates on your consent signal, same as bucketing).
  • Exposure only. ABTestly forwards the impression, not your conversions. Join it to your own events on experiment_id / variant_id inside your analytics tool.
  • Skipped when absent. If the SDK isn’t on the page, that destination is quietly skipped — no errors, no queued events.
  • Preview never sends. Preview and QA sessions are suppressed, so your production numbers stay clean.
  • Never blocks the page. Each call is wrapped so a throwing or misconfigured SDK can’t affect your site.

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What gets sent

Every experience_impression event carries the same four properties. Register them as custom properties in your destination if it needs an explicit schema.

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Segment

ABTestly calls window.analytics.track('experience_impression', { … }). Segment then routes that event to every destination you’ve connected — your warehouse, Amplitude, Mixpanel, and so on — so you only have to wire ABTestly once. It fires only if the Segment SDK (analytics.js) is already on the page.

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RudderStack

Identical to Segment (RudderStack implements the same analytics.js API): ABTestly calls window.rudderanalytics.track('experience_impression', { … }), and RudderStack routes the event to your connected destinations. Fires only if the RudderStack SDK is on the page.

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Amplitude

ABTestly calls window.amplitude.track('experience_impression', { … }), falling back to logEvent() on the legacy Amplitude SDK. The event lands in Amplitude so you can split any chart, funnel, or retention analysis by variant_id. Fires only if Amplitude is on the page.

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Mixpanel

ABTestly calls window.mixpanel.track('experience_impression', { … }). The event lands in Mixpanel so you can break any report down by variant_id. Fires only if Mixpanel is on the page.

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Analyzing by variant

Because ABTestly forwards the exposure and not your conversions, the analysis pattern is the same everywhere: build a segment or breakdown per variant from the experience_impression event (filter on experiment_id, group by variant_id), then compare your existing conversion metric across those variants. This is exposure-based attribution — a visitor counts toward a variant from the moment they’re bucketed.
Want ABTestly’s own significance verdict, sample-ratio check, and per-variant confidence intervals instead of rebuilding them downstream? That’s the results dashboard — product-analytics forwarding is for reusing your existing reports, not re-deriving the experiment result.