[GA4] Multivariate test

A multivariate test (also known as an MVT or compound test) is an experiment that tests many variations of elements on a web page at the same time. The type of experiment helps you understand the impact of the elements on each other. For example, you can test variants of a headline with variants of a hero image. Instead of showing which page variant is most effective (as in an A/B test), a multivariate test identifies the most effective combination of variants.