Variant (GA4 metric)

In Google Analytics 4 (GA4), the word "variant" usually stands for a specific version or iteration of an event or event sequence used for A/B testing, experimentation or similar analysis. A variant represents one of several versions or variations of an element being tested to determine which version performs best in terms of user behavior, conversions or other metrics.

Example of a variant in GA4 Metrics

For example, if you were running an A/B test to measure the effectiveness of two different page layouts, you would consider one version the "original" version and the other a "variant." You would then compare the performance of the variant to that of the original version to determine which layout produces the desired results. In this case, "variant" would refer to the alternative page layout being tested.