How to Set Up an Experiment in Amplitude

Quick summary

Setting up an experiment in Amplitude involves configuring your site script, defining variants, setting goals and metrics, specifying target pages, and applying audience targeting before saving. The full setup wizard walks you through each stage — from Site Setup to Advanced Settings — so your experiment is ready to run with precise controls.

Steps

1. In the Amplitude Experiment Editor, click 'Setup Experiment' in the top-right corner to begin.
2. Under the Site Setup tab, locate the provided script tag, click its 'Copy' button, and paste the snippet into the head section of your website pages.
3. Click 'Next: Variants' to proceed to the variants configuration step.
4. Configure your variants under Control and Treatment by clicking the 'Gear' icon or 'Setup Your Variant', then specify your preferred Variant Name and Action.
5. Click 'Next: Goal' to move to the goal-setting step.
6. Define the experiment goal by clicking 'Select Metric' or 'Create a Custom Metric' to set up your success metrics.
7. If metrics are not yet configured, click 'Define Metrics' to set them up first.
8. Choose your preferred Metric Type and Events, then click 'Save' to confirm.
9. Click 'Next: Pages' to move to the page-targeting step.
10. Specify the website pages to include or exclude in the experiment by entering URLs and their corresponding conditions.
11. Click 'Next: Targeting' to proceed to the audience configuration step.
12. Configure audience targeting, variant distribution, and the number of participating users using the available settings tabs.
13. Click 'Next: Advanced (Optional)' to access optional advanced configuration.
14. Set advanced settings such as Exposure Events, Feature Flag, and Analysis Settings based on your preferences.
15. Click 'Save All & Close' to finalize and save the entire experiment setup.
16. Your Amplitude experiment is now fully configured and ready to run.