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    • Integrations

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    In short

    Link Varify with additional tools to gain deeper insights from your A/B tests. For example, use heatmaps, clickmaps or screen recordings to better understand the behavior of your visitors in the test version compared to the original version. 

    To use an integration, go to "Integrations" in the tracking setup and activate the tool you are using. 

    Varify Model Context Protocol (MCP)

    With the new Varify MCP, you can integrate complete experiment management directly. For example:

    • Create new experiments, including variations; edit, duplicate, pause, or archive existing ones
    • Adjust Traffic Allocation Among Variants
    • Define page and audience targeting (e.g., by URL, device, browser, or UTM parameters)
    • Turn tracking on or off for each experiment as needed
    • If GA4 is connected: View results directly—including daily reports and revenue analyses based on GA4 data
    • As an agency: Overview of all client accounts under management

    The MCP uses the same API that can also be used for custom integrations—the complete reference is available here: https://developers.varify.io/

    Here's how to activate MCP in your account

    Customer Account: Go to Integrations and enable the Varify MCP.

    Installation at Claude Chat

    Here's how to add the Varify MCP to Claude:

    1. Settings → Connectors
    2. “+” click → “Add custom connector”
    3. Enter URL: https://app.varify.io/mcp
    4. “Add” click

    Then click on Connect. You will then be redirected to app.varify.io, where you'll need to log in. Next, grant Claude permission to access Varify. Once that's done, the Varify MCP will be connected, and you can control and manage your experiments directly through Claude.

    Installation in Claude Code

    Here's how to install the MCP via the console: 

    				
					claude mcp add --transport http varify https://app.varify.io/mcp

    Installation in ChatGPT

    Here's how it works with ChatGPT—it's a little different from Claude, since you first have to Developer Mode must enable:

    1. Settings → Apps & Connectors → Advanced Settings
    2. Developer Mode turn on
    3. In the Connectors view on “Create” (or create a new connector)
    4. Enter the server URL: https://app.varify.io/mcp
    5. Enter a name/description and save it

    MS Clarity

    To evaluate the variants of your experiment - for example, to view recordings in MS Clarity for a specific experiment - follow these steps:

    1. Click on the filter button in MS Clarity.
    2. Scroll to the Custom filters section.
    3. Select the Varify AB Testing category.
    4. You will find all experiment and variant IDs under Value.
    5. Select the variants for which you want to create the segment.

    Hotjar

    To evaluate the variants of your experiment - for example, to view recordings in Hotjar for a specific experiment - follow these steps:

    1. Open the corresponding evaluation that you want to carry out (e.g. Session Replay)
    2. Click on "Add Filter" and select "Event"
    3. Select the corresponding Experiment ID: Variant ID.

    Mouseflow

    To evaluate the variants of your experiment - for example, to view recordings in Mouseflow for a specific experiment - follow these steps:

    1. Open the corresponding evaluation that you want to carry out (e.g. Session Replay)
    2. Click on "Add filters" and select "Variable"
    3. Select the corresponding Experiment ID: Variant ID.

    Contentsquare

    To evaluate the variants of your experiment - for example, to view recordings in Contentsquare for a specific experiment - follow these steps:

    1. Open the corresponding evaluation that you want to carry out (e.g. Session Replay)
    2. Click on "All Users" and select "Dynamic variable"
    3. Then select your corresponding experiment variant under "search for a dynamic var key"

    HubSpot (via GTM)

    Advantages: With the HubSpot integration, you can see in HubSpot whether a contact has participated in one or more experiments.

    To use this integration, you need the „Marketing Hub Enterprise” HubSpot subscription. The experiment data is sent to HubSpot via Google Tag Manager using a custom HTML tag.

    Procedure:

    1. Create a custom HTML tag.
    2. Paste the following JavaScript code.
    3. Select the existing „Varify-Event” trigger as the trigger.

    To do this, create a new custom HTML tag and paste the following JavaScript code into it:

    				
					<script>    
  var hs_experiments = "{{VA - Short}}";
  
  if (typeof window._hsq !== 'undefined') {
        window._hsq.push(["trackEvent", {
            id: hs_experiments,
            value: ''
        }]);
  };
</script>
  • User documentation
    First steps

    • Microsoft Clarity