User Story:As a web editor I want to have A/B testing built into CMS so that I create more meaningful and effective content

Investigation:
It is recommended to go for Google Optimize but there is no existing plugin that covers what we want. We got the following information from GP Switzerland and how they implemented it in the WP instance:

> Optimize requires a modified Analytics code and I didn't want to get into testing if that's possible with any of the existing plugins.
> https://support.google.com/360suite/optimize/answer/6262084?hl=en
> So what we do is we include the analytics code together with the optimize code directly from the functions.php file of the theme.
> It would be trivial to write a plugin for that so there are Wordpress settings for the Analytics and Optimize container code, but since we won't change it for us it works fine to do this directly in the code.
> Before that we loaded Analytics through tag manager, but I think that approach doesn't work well if you use optimize. Not sure though if there's a way to get that to work.