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Run A/B tests using feature flags and track real outcomes in production

Hi there,

What if you could test two feature versions in production, see which one performs better, and roll out the winner, all without building your own experimentation platform?

With Unleash, you can run A/B and multivariate tests directly inside your existing feature flag workflows. That means:

- No separate experimentation tooling
- No duplicated infrastructure
- No guessing which version your users saw

You define variants, assign traffic, track impressions, and analyze performance—all within Unleash. And because Unleash integrates with your existing analytics stack, you can tie test exposure to outcomes like conversion, engagement, or retention.

In our guide, we walk through:

- Creating experiment flags and variants
- Targeting the right audiences with custom rules
- Maintaining test consistency with session stickiness
- Collecting impression data from SDKs
- Rolling out the winning variant—or automating that decision with multi-arm bandit logic

Read our guide
(https://d2h-K504.na1.hubspotlinks.com/Ctc/GF+113/d2h-K504/VV-PRw2xt1-gW3jLTRV2dYQPjW3pvQRf5WGG6SN91mn7R5n4LbW69t95C6lZ3pFW1lZhgv8lX1hBW6938Jb4xBV0lW1v2H6t71kL8ZW1s48jy3_y_kqW7xK-hc1bNz7NW33bbsm4CK9hCVsSwyP87rHNNW6GdfWQ6Cc1rmW77wpK06mFl7xV6qxly3sjqnyW2HX7wv2cjc_7W6p4x0G5GM43mTJrrs57TzYVW2Y-yPx2bJbNtN6wSFDW77KvXVWlL778wncDLW4ykLCv1CT0JLW743jqd9lBq4YW507FkR3Wm8BqW6msd5M5122hFW1Qn_4S5yLc-vW3xlXMC3_YKRxW7VT-2n4M8H65W5MFsYq22mFnkN72_nrkqCyV5W4nj_bF4_lHpWW4YYrwZ5C5xDQW3YMw7b7pKrLXW802rt87t6mStW206jKX38tssSW5m_J409kSLTPN6P7BP-d74wsW7dm0hn8l-GMDN2R1dKc89-6ZW43ZzgZ3MgVwvW66TKt842bDf0f3dGC1F04 )

The faster you learn what works, the faster your team improves. Let Unleash make that loop tighter.

Best,

The Unleash Team

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28 October 2026 · 05:00 UTC