AB Tasty

Overview

AB Tasty is a French A/B testing, feature flagging, and personalisation platform founded in 2013 and headquartered in Paris. It is widely used by e-commerce, retail, and SaaS companies to run conversion rate optimisation (CRO) experiments, multivariate tests, and audience-based personalisation campaigns. AB Tasty's platform allows marketing and product teams to deploy visual page modifications, targeted messaging, and personalised content variations without requiring full development cycles. The company serves enterprise clients across Europe, North America, and Asia-Pacific, with a particular strength in the French and broader European market.

What This Script Does

The AB Tasty script loads from try.abtasty.com on every page view and fetches the active experiment configuration for the current page from AB Tasty's CDN. It then injects CSS and DOM modifications to render the assigned test variant before the page content is visible to the user.

Cookies and identifiers set:

• ABTasty — Primary visitor identifier; first-party cookie set on the host domain; assigns the visitor to experiment groups and ensures consistent variant delivery across sessions and pages; expiry 1 year.
• ABTastySession — Session-scoped companion cookie tracking the current browsing session for experiment attribution and funnel analysis; expires at session end.
• ABTastyAnonymous — Anonymous visitor profile cookie used prior to any personalisation match; expiry 13 months.
• Local storage key abtasty_exp — Stores active experiment assignments to avoid re-fetching configuration on navigation within a single session.

Script filename and CDN: accountId.js (where accountId is the client's AB Tasty account number) loaded from try.abtasty.com. Experiment configuration is fetched from data.abtasty.com/reporting/. Conversion events POST to log.abtasty.com.

Per-interaction data collected:

• Experiment assignment and variant identifier
• Page URL, referrer, and page depth in the funnel
• Click events and target element selectors for goal tracking
• Form submission events for conversion measurement
• Custom goal completions (e.g., purchase, sign-up, video play)
• Scroll depth and engagement time metrics
• Device type, browser, and operating system for segmentation
• Geographic segment (derived from IP at the AB Tasty server layer)

Segmentation and targeting: AB Tasty evaluates real-time targeting conditions against visitor attributes — device type, geolocation, referral source, URL patterns, time of day, and audience segment membership — to determine which experiments and personalisation campaigns apply to each visitor.

Consent & Compliance

AB Tasty scripts are classified under functional and analytics categories. The A/B test rendering has a functional dimension (it changes what the user sees and may affect core page elements like CTAs or pricing), but the visitor assignment, session tracking, and conversion measurement are analytics activities. Under GDPR Articles 6 and 7 and the ePrivacy Directive, the ABTasty persistent visitor identifier and the conversion tracking events require prior opt-in consent. AB Tasty is a French company operating under CNIL oversight, which enforces a strict opt-in interpretation. IAB TCF Purpose 1 (Store/access device) and Purpose 7 (Measure content performance) apply. Under CCPA/CPRA, the behavioural data collected through experiment tracking may be considered personal information, particularly if combined with advertising use cases. AB Tasty provides a consent mode integration that can delay cookie setting until consent is granted.

Should You Block This Without Consent?

Yes. While A/B testing serves the site owner's optimisation goals, the AB Tasty script tracks individual visitor behaviour, sets persistent experiment assignment cookies, and measures conversion events across sessions. Block until at least analytics consent is granted. Without the script, the page will render its default variant.