Are You Broadcasting Your A/B Testing Strategy to the World?

A/B testing has become super important for optimizing conversion rates in the digital world.  But a lot of the latest tech needed to run these tests requires letting the world know what tracking tools are being loaded along with your website. And not every company is comfortable with disclosing the inner workings of their marketing strategy…

In a recent post, Nerdy Data’s Search Discovery Blog shared an experiment they performed that revealed tracking data on a list of almost 92,000 companies across the world. Although this report centered on revealing tracking and optimization technology for websites, similar tools for mobile apps can also leave your business and marketing tactics exposed.

Mobile Testing & Targeting Tech

More and more app development teams are using tools to track user behavior and make more informed decisions about their product and marketing strategies. From beta testing tools like TestFlight and HockeyApp, to crash reporting tools like Crashlytics and Crittercism, to attribution and behavioral tracking solutions like MobileAppTracking and Tapstream, to A/B testing and optimization tools like  Splitforce – the app analytics space is blowing up!



Here’s the catch: Mobile app companies have the same concerns of publicly sharing info on their marketing stack as web companies. To make the issue even more complex – the technologies used to create apps across different platforms vary, and so do the levels of privacy and disclosure that come with each tool. Here’s a quick overview

Web technologies on mobile

Mobile websites and web apps essentially run in your mobile phone or tablet’s browser and are more often than not using the same marketing and analytics tech as on the desktop web. For most A/B packages the Javascript tags that get loaded into the browser are as easily discovered in mobile, so this is probably the least discreet option when it comes to signaling to your competitors and the market the tools and tactics your using.

Hybrid mobile apps

Think of hybrid apps as being in a constant state of identity crisis. They have some elements of a native app – usually the most basic of their user interface elements are built on native code – but then large swathes of content and the user experience are based on web views and similar web-inspired technology.


Just like mobile web apps, the majority of hybrid apps can make use of Javascript to run things like A/B testing campaigns and user analytics – potentially opening them up to discovery from competitors and users.

Native apps

These are apps built exclusively on the native operating system (e.g.: iOS for iPhone apps). For these apps, analytics and A/B testing tools are often embedded libraries – or SDKs – that get compiled with the rest of the source code and cannot be picked out from any sort of index, like on a company’s website. Not only are they more discreet, their deep integration provides a seamless experience for app users – striking a nice balance between privacy and performance.

You can learn more about Splitforce’s secure A/B testing integration for native iOS, Android and Unity apps in our resources section, and if you have any additional questions, please leave a comment or email us!