How to segment Matomo reports by A/B test experiments and variations

Segments in Matomo let you analyse A/B test results for specific groups of visitors and compare experiment variations across other reports. It can show how different audiences respond to your experiments and how each variation affects visitor behaviour.

You can use segments with A/B Testing in two ways:

1. Apply segments to A/B test reports to compare variation performance for specific visitor groups.
2. Segment other Matomo reports by experiment or variation to analyse how visitors interact with your website after participating in an experiment.

Apply segments to A/B test reports

You can apply segments to your A/B test reports to analyse results for specific visitor groups. For example, you can compare how variations perform by country, marketing campaigns, or referrers.

1. To apply a segment, open A/B Tests and select the experiment you want to analyse.
2. Use the segment selector to apply an existing segment or you can create a new segment to apply to the report.
3. Review the experiment results to compare variation performance for the selected visitor group.
   

Segment reports by experiment or variation

You can also create segments based on the experiments visitors participated in or the specific variations they viewed. This helps analyse experiment participants across other Matomo reports, beyond the success metrics selected for the A/B test.

1. To create a segment, open Visitors > Segments and click Create New Segment.
2. In the segment editor, provide a unique Name for the segment and define the condition.
3. Select A/B Tests and add a condition based on the A/B test or variation name; or you can view visitors who entered an A/B test.
   
4. Save the segment and apply it when opening a report, for example, the Visits Log to examine individual visits and their recorded actions.

For more information about configuring and analysing experiments, see Create, view, track and analyse A/B tests.