A/B testing for mobile applications

A method comprising:

• receiving an identifier of a mobile device that stores a mobile application;
• determining, based on the identifier of the mobile device, that a particular user associated with the identifier of the mobile device is included in a particular group of users associated with a particular experiment variant, one or more mobile devices associated with the particular group of users providing metric data associated with the particular experiment variant;
• identifying, based on the particular experiment variant, a parameter of an element of a user interface displayed by the mobile application on the mobile device;
• selecting, based on the particular experiment valiant, a parameter value that corresponds to the parameter;
• generating, using one or more hardware processors, an instruction referencing the parameter value, the instruction being executable by the mobile application to display the element of the user interface on the mobile device according to the parameter value;
• and
• in response to receiving the identifier of the mobile device, transmitting the instruction to the mobile device.

A non-transitory machine-readable storage medium comprising instructions that, when executed by one or more hardware processors of a machine, cause the machine to perform operations comprising:

• receiving an identifier of a mobile device that stores a mobile application;
• determining, based on the identifier of the mobile device, that a particular user associated with the identifier of the mobile device is included in a particular group of users associated with a particular experiment variant, one or more mobile devices associated with the particular group of users providing metric data associated with the particular experiment variant;
• identifying, based on the particular experiment variant, a parameter of an element of a user interface displayed by the mobile application on the mobile device;
• selecting;
• based on the particular experiment variant, a parameter value that corresponds to the parameter;
• generating an instruction referencing the parameter value, the instruction being executable by the mobile application to display the element of the user interface on the mobile device according to the parameter value;
• and
• in response to receiving the identifier of the mobile device, transmitting the instruction to the mobile device.