An experiment (as known as a test or experience) is a method of testing different variants of a web page to determine which version performs better at achieving a specific goal. Examples include A/B tests and multivariate tests.
To run an A/B test in Google Analytics, you must integrate with a third-party A/B test tool. When integrated, the third-party tool is where you can run and manage your A/B tests and Google Analytics is where you can interpret the results of the A/B tests. Learn more about Integrating with a third-party experiment tool