What's new in Varify

Preset time periods in the date picker

In the date picker of your results reports, you can now select predefined time periods, making it even easier to analyze your experiment.

Improvements to the device switcher in the visual editor

In the visual editor, you can choose from a list of predefined simulated mobile devices to create and preview your experiences. You can also switch each device to landscape mode.

Preview mode for variations in the visual editor

Preview mode is back. You can now find it right in the visual editor.

QA mode improvements

Preview mode has been replaced by QA mode. This makes it easier to perform quality assurance for an experiment, and testing on mobile devices is significantly easier thanks to the QA modal.

• Improved UX of the QA modal
• When minimized, the QA badge can be moved freely if it overlaps other elements

Varify Realtime Tracking

In addition to analyzing your A/B tests with your own analytics data, Varify now also provides its own A/B testing tracking. Unlike GA4, the data is available in real time.

• Available for accounts created on or after September 17, 2026
• Existing customers can request it from the sales team

Additional credits for building PBX variations

You can now use additional AI credits to build PBX variations.

Adobe Analytics integration

Connect your experiments to Adobe Analytics and analyze them directly there.

Custom JS integration

With the Custom JS integration, you decide how and in what format the Varify experiment data is transmitted, so it works with any tool.

AI-based experiment analysis (Pro)

Let the AI evaluate your experiments automatically. During and after the test, it shows you whether it is worth continuing or whether a winner or loser has already been determined.

Google Analytics 4 MCP (Pro)

With the GA4 MCP, you can share data directly from GA4 with Varify. On request, Varify currently uses this data to identify new test ideas during the CRO audit.

HubSpot integration (Pro)

Send your experiment and variation data directly to HubSpot, so you can see at a glance which experiments and variations your contacts have participated in.

Media library (Pro)

Upload your images to the media library and reference them in your experiment variations.

Create an A/A test

A/A tests can now be created with a single click.

Outlier smoothing available via API

The API query for your experiments now also returns the values for outlier smoothing.

Shopify reporting integration moved to Integrations

You can now find the Shopify reporting integration under “Integrations” instead of “Advanced Setup”.

Shopify Checkout App

With Shopify Plus and the Varify Shopify Checkout App, you can build any components you want and then test them in your checkout or display them permanently.

Varify MCP listed as an official Claude connector

Connect the Varify MCP directly through a standard Anthropic connector in Claude.

Google service account for GA4 exports

To export the results of your experiments from GA4, connect a Google service account instead of your personal GA4 account.

Varify MCP

Connect your preferred LLM to the Varify MCP. This lets you create, start and pause experiments and much more, directly through your LLM, such as Claude.

Auto-stop experiments

Automatically end your experiments as soon as they are statistically significant and have reached a minimum duration and a minimum number of conversions.

GA4 connection via Google service account

Connect a Google service account instead of your personal GA4 account to view your experiment results in Varify.

Prompt Based Experiments: screenshot upload and prototypes

Upload one or more screenshots, and the AI builds a fully functional element for you.

Improved security measures

We have strengthened the security of every Varify account.

• Impersonation now requires a sensitive confirmation
• Activity log extended with Ray ID, country and IP address for each action
• Stricter password requirements, password reuse blocked for 3 months
• Session hijack detection: automatic logout of all sessions and notification of the user
• Trusted devices: untrusted devices must be reconfirmed by email link after 30 days
• MFA recovery codes can be regenerated
• Multiple MFA authenticators and security keys supported
• Passkey login supported

Bring your own key (PBX and CRO AI Audit)

Use your own API keys and connect your LLMs from Anthropic, Google or OpenAI.

Prompt Based Experiments: page styles

The AI scans the context of the page before creating new elements, so new elements always match the style of your website.

Server-side experimentation

Use server-side experimentation to load an experiment directly from the server.

Bayesian method shows the remaining runtime

The Bayesian method now also displays the remaining days of the test runtime, so you can see at a glance how long your test still has to run until the results are valid.

Bayesian method

By default, the Varify test evaluation is based on a one-sided frequentist method. In the Pro plan, you can now switch to a Bayesian method. In addition to the significance, it shows an estimate of the remaining test duration, so you can better judge when it makes sense to end the test.

Prompt Based AI Testing (beta): create variations with AI

You can now create your variations in the visual editor with the help of AI.

Two-sided frequentist method

By default, the Varify test evaluation is based on a one-sided frequentist method. In the Pro plan, you can now switch to a two-sided frequentist method.

New standard user roles

The Pro plan offers three user roles that you can assign to your team members.

• Editor: may create and edit experiments
• Publisher: may also plan, start, pause and archive experiments
• Admin: may invite team members, view and download invoices and change payment information

Charts in experiment reports

Compare the performance of your variations with charts for your goals (event goals only).

CRO AI Audit

Analyze your websites with AI and get an assessment of their current optimization status, along with test ideas for your A/B tests.

Duplicate elements in the visual editor

Duplicate existing elements on your website in the visual editor. Use the duplicates as a draft to create and customize additional elements in the same interface.

Days running and last edited in the dashboard

The experiment list in the dashboard shows the “Last edited” date and, for running experiments, the “Days running”.

Experiment status: live or syncing

The dashboard now tells you when an experiment is live and being delivered to your users.

Pin goals in reports

A pin icon next to each goal in the report lets you pin goals. Pinned goals are displayed at the top of the report.

One primary goal per experiment

Set a primary goal for each experiment to define its main metric. The primary goal is always displayed at the top of the experiment.

Expand and collapse experiments

Experiments in the dashboard can now be expanded and collapsed for a clearer overview.

Active sessions

The new “Active Sessions” section shows all currently active sessions of your user account, each with the device, browser version, device type, IP address and location.

Team setting to enforce MFA

Account owners can require in the team settings that all team members enable MFA to use Varify. This prevents unauthorized access to Varify if a password is lost.

Login history

The new “Login History” section shows all login attempts for your user account, each with the IP address, the date and whether the login succeeded.

Roles and permission management

Manage permissions and roles for each of your team members.

Shopify multi-currency tracking script

Shopify data is now transferred reliably from multi-currency stores too. Foreign currencies are converted automatically into a defined target currency, such as euros or US dollars.

CSV and API export of experiment raw data

Download the raw data of your results directly from the results report as a CSV file, or fetch it via the API.

Mutual exclusion of experiments

Exclude experiments from each other, so that only one experiment of an exclusion group is active for a visitor.

Selectors shown for changes in the visual editor

Changes you make in the visual editor now also show the selector of the changed element, so you can see at a glance which element was changed.

Scheduled start and end of experiments

Plan your experiments and define in advance when they should start and end automatically.

Edit changes when reopening variations

Changes can now also be deleted from variations you have already edited.

Product filter for Shopify reports

Filter your Shopify experiment results by the products you specify.

QA mode for experiments

Run quality assurance before you start your experiments. The new QA mode makes this easier than ever.

Shareable experiment reports

Share your Varify results reports with your stakeholders. Create a shareable report directly in the experiment.

PostHog integration

Connect your experiments with PostHog and evaluate them directly in Varify. Your experiment data is imported into Varify via an API, so you can analyze it in one place.

Account history

The account history shows which user changed what in your account, and when.

BigQuery auto setup

With the BigQuery auto setup, you can use BigQuery to analyze your experiments with a single click.

Traffic allocation with decimal places

Use decimal places in the traffic allocation.

A/B test evaluation with imported Shopify data

Evaluate your A/B tests directly in Varify with your Shopify data. Varify imports your Shopify conversions and revenue.

Exclude duplicate user events

The “Exclude Duplicate User Events” setting is now available in every report. It defines whether your goals count once per user or every time.

Save and reuse targeting segments

Save your page targeting and audience targeting conditions as a segment, and reuse them in other experiments without recreating them.

Extended page targeting

In addition to simple URL targeting, you can now combine several URLs and target via CSS selector or JavaScript.

Tracking Setup Wizard

Set up your web analytics integration with a single click, or choose a manual custom integration.

Geotargeting

Run experiments for visitors from a specific, defined geographic area.

Outlier correction

Apply an outlier adjustment to your experiment results to improve the accuracy of significance calculations for sales metrics.

Baseline variation

Change the baseline variation in the reporting of your experiments: any variation, not only the original, can be the one all others are compared against.

Segment builder

Create segments to reach specific users in a dedicated interface. It supports targeting by device, browser and IP address. Targeting via JavaScript is still possible.

CNAME

Server calls can be configured so that the initial request is routed through your own subdomain instead of app.varify.io.

Consent mode

Decide when the permanent variation assignment takes place and when the tracking events are sent to your web analytics tool.

Multi-factor authentication (MFA)

Increase the security of your login by activating multi-factor authentication.

Experiment API

Control and manage your experiments via the Experiment API.

Google Signals notice in the GA4 tracking setup

The GA4 tracking setup now shows a notice if Google Signals is activated.

More experiment details in reports

Each experiment report now shows details such as test start and test end.

Filters in GA4 and BigQuery reports

In the reporting view of your experiments, you can now filter your results by device and by new or returning users.

BigQuery integration

In addition to GA4, you can now analyze the raw data in BigQuery directly. Select the events you want to compare across the variations of your experiment from a drop-down menu.

Sorting options and pagination

Sort your experiments by update or creation date. Pagination has also been improved.

Improved Chrome extension

The Chrome extension shows the active experiments on every page and lets you switch between the variations of an experiment.

Change the editor URL

The editor URL can now be edited later. This helps when you want to open the editor on other URLs that are also part of the experiment.

Archive experiments

Archive the experiments you no longer need. Their GA4 audiences are archived in GA4 automatically, so only the audiences in use stay active and you stay below the GA4 limit of 100 audiences.

Margin and padding in the floating editor

Adjust the margin or padding of the elements on your website.

Significance for revenue goals in GA4 reporting

If your transaction IDs are set up in GA4, your revenue goals now show a significance calculation.

Tooltips in the floating editor

Hover over a styling option in the floating editor to see its name.

etracker integration

Varify experiments can now also be analyzed and evaluated directly in etracker.

Improvements to GA4 reporting in Varify

The start date of an experiment is now preselected in the reports, and the revenue metrics show the average revenue per user (ARPU).

GA4 reporting in Varify

Evaluate your A/B tests directly in Varify. Newly created experiments get their own reporting page that calculates the uplift and the significance of each variation.

Breadcrumb selector

Use the breadcrumb selector to select the elements above or below the current one.

Deactivate tracking for individual experiments

Tracking can now be deactivated for individual experiments to save tracking requests.

Force a variation

Add the Varify force URL parameter to assign yourself to any variation.

Move elements

Change the order of the elements in a container by swapping them.

Add HTML

Use “Add HTML” to add new content anywhere on your website. The user documentation contains ready-made templates you can use.

Anti-flicker script

Varify now provides an anti-flicker script that prevents the page from flickering while a variation loads.

Improved evaluation of split URL tests

Split URL tests (redirects) can now be evaluated just like all other A/B tests, without going through the page location.

Custom selectors

Changes in the visual editor can now also be applied to custom selectors.

Duplicate and rename variations

You can now duplicate existing variations and rename them.

Snowplow integration

This integration connects Varify with Snowplow, so you can use your experiment data there.

Multiple variations per experiment

Create as many variations as you need within a single experiment.

Quality assurance with the Chrome extension

The Varify Chrome extension makes quality assurance quick and easy.

Matomo integration

This integration connects Varify with Matomo, so you can use your experiment data there.

Varify extension update

Due to policy changes at Google, scripts are now inserted directly instead of using the account ID.

Localhost and Shopify preview in the editor

For testing, localhost and *.shopifypreview.com addresses can now be opened in the Varify editor.

Significance calculator 1.0

The first version of the significance calculator for evaluating your A/B tests is available.

Start and pause button

Start or pause A/B tests with a single click, and check the status, live or paused, with the new indicator.

Step-by-step tutorials

Simple step-by-step tutorials for setting up the platform and tracking now supplement the documentation.