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I'm not sure I understand this feature right: Did they add a/b testing to GA while using a different name calling it "content testing"?
From the Overview section: "Content Experiments is a somewhat different approach from either standard A/B or multivariate testing. Content Experiments is more A/B/N. You're not testing just two versions of a page as in A/B testing, and you're not testing various combinations of components on a single page as in multivariate testing. Instead, you are testing up to five full versions of a single page, each delivered to visitors from a separate URL." In my experience, simply saying "A/B" implies "A/B/n" testing. Only difference then seems to be that the pages have to be on different URLs.