A/B Test Control Variants is a feature that lets you include a "no display" variation in your A/B test. A control variant shows nothing to a portion of users, allowing you to measure how much your popup affects conversions compared to showing nothing at all.
How it works
A control variant takes an equal share of available impressions and shows nothing to those users. Each time a popup or control variant fires, an event is sent to Google Analytics (if installed), so you can compare conversion rates by segment.
When to use a control variant
Testing display vs. display (to increase signup or click rate) — a control variant is not needed.
Testing popup vs. no-popup (to measure conversion impact) — enable the control variant.
Analyzing results in Google Analytics
Promolayer does not collect store data (transactions or conversions). To analyze results, use Google Analytics:
Create a new segment and select Conditions → Event category → Exactly matches.
Your A/B test name followed by the variant name will appear in the dropdown.
Create one segment per variant, then compare them in any Google Analytics report (e.g., e-commerce).
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