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What are Nemu Experiments?

The Experiments feature lets you create custom events that are read by the Nemu pixel. With it, you can measure, inside the platform itself, the performance of A/B tests and any experience variation applied to your site. The logic is simple: you set up the experiment in Nemu, copy a code snippet (script), and fire that code in the dataLayer from your favorite A/B testing tool or from Google Tag Manager. From there, the Nemu pixel captures each firing and connects these events to your funnel, navigation, and attribution models.
Experiments turn tests that usually stay isolated in the A/B tool into data connected to conversion, revenue, and channels — all inside Nemu.

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How it works

The end-to-end flow has four moments:
  1. Setup in Nemu — you create the experiment and define the events you want to measure (context, action, and version).
  2. Script generation — for each event, Nemu automatically generates a ready-to-use dataLayer.push.
  3. Firing on the site — you implement this script in your A/B testing tool or in Google Tag Manager, making it fire at the right moment (e.g., when the banner is displayed or clicked).
  4. Reading and analysis — the Nemu pixel reads the firings in the dataLayer and displays the results in the experiment tab.
Think of the experiment as an “umbrella” and the events as each thing you want to measure inside it. In a banner A/B test, for example, you create one event for each variation (banner A and banner B).

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Prerequisites

  • Nemu pixel installed on the site. Without the active pixel, dataLayer firings will not be captured.
  • Access to your A/B testing tool or to Google Tag Manager to insert the firing script.

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Where to access

In the platform’s side menu, go to the Experiments area. If no experiment exists yet, you will see the initial screen with the option to create the first one. Create Experiment

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Step by step

1

Create an experiment

Click Create experiment in the top right corner. In the Creating experiment window, give the test an identifying name in Experiment name (e.g., Test) and confirm with Create experiment.Create ExperimentCreate Experiment
2

Open the experiment and add events

Click the View Results button to open it. Inside it there are two tabs:
  • View Results — where the data appears after the events start firing.
  • Events — where you create and manage the experiment’s events.
Since there are no events yet, click Create Event (or Add Event, in the top right corner).Create ExperimentCreate Experiment
3

Configure the event

Create ExperimentIn the Adding event window, Create event tab, fill in the three fields that describe what will be measured:Click Next to generate the script.
For an A/B test with two banners, create two events with the same Context (Banner) and the same Action (Click), changing only the Version (e.g., V1 and V2). This way you compare the performance of each variation side by side.
4

Copy the script

In the Copy script tab, Nemu displays the dataLayer.push already filled in with the experiment and variation data. Use the copy button to take the code to your tool.Create Experiment
5

Implement the firing on the site

Paste the script into your A/B testing tool or into Google Tag Manager, configuring it to fire at the moment of the interaction you want to measure.
  • A/B testing tool: insert the firing in the code of the corresponding variation, so that the push happens when that version is displayed or interacted with by the user.
  • Google Tag Manager: create a Custom HTML tag with the script and associate it with a trigger that represents the action — for example, the banner click.
Each event must fire only the correct variation for the user. Make sure banner A fires the version A event and banner B fires the version B event, avoiding data contamination.
6

Track the results

The created events are listed in the Events tab, identified by Context, Action, and Version, with the script available for reference and copying (including the Copy all button). As firings happen on the site, the View Results tab starts displaying the experiment data.

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Understanding the script

The generated script is a standard dataLayer.push. Some fields come from what you filled in on the form and some are automatically generated by Nemu:
Do not edit the values of experimentId, variationId, event, and eventCategory. They are the “key” that connects the firing to the right experiment inside Nemu — any change prevents the data from being read correctly.

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Practical example: banner A/B test

Suppose a test with two banner versions on the home page:
  1. Create an experiment named, for example, Home Banner.
  2. Create Event 1 — Context: Banner, Action: Click, Version: A.
  3. Create Event 2 — Context: Banner, Action: Click, Version: B.
  4. Copy each event’s script and fire it in the corresponding variation of your A/B tool.
  5. Track in View Results which version generates more clicks — and, combined with Nemu’s funnel and attribution, which one converts more.

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Best practices

  • Standardize the naming of Context, Action, and Version across experiments to make future comparisons easier.
  • Use one version per variation and keep Context and Action the same within the same test.
  • Validate the firing in the dataLayer (e.g., via the browser console or GTM preview mode) before pushing the test to production.
  • Keep the Nemu pixel always active on the pages where the experiment runs.

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Why use Experiments

  • Measures A/B tests and experience variations without leaving Nemu.
  • Connects each variation to the funnel, conversion, and revenue — not just the click.
  • Leverages Nemu’s own attribution models to understand the real impact of each version.
  • Centralizes data that usually stays fragmented between the A/B tool and analytics.

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Next steps

  • Combine experiment results with the conversion funnel to understand where each variation makes an impact.
  • Cross-reference variation performance with the attribution models (First Click, Last Click, Assisted).
  • Standardize an internal experiment naming guide to scale tests over time.