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Run A/B Tests and Targeting Rules

Use rules to test destinations and target users by context (geo/device/browser/referrer/time).
1

Define test hypothesis and success metric

Choose one metric first: click-through quality, lead rate, or sale value.
2

Create target destinations and fallback

Prepare all destinations before enabling rules.
3

Configure rules and priority order

Set the most specific rules first, broader rules later, fallback last.
4

Send controlled test traffic

Validate which rule matched in analytics and events.
5

Promote winner and archive obsolete rules

Reduce complexity after test concludes.

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Guardrails

  • Keep one clear fallback.
  • Avoid overlapping high-priority rules with ambiguous conditions.
  • Document rule changes and effective dates.
  • /help/growth/configure-routing-rules
  • /user-guides/manual/growth/rules-conditions-and-operators-reference