Proxy Web Experiment

You may prefer not to load third-party experimentation scripts directly from vendor-hosted domains or want to perform client-side experiment evaluation. There could be a variety of reasons to not want this including security policies, privacy controls, or tighter infrastructure ownership.

Proxy-based experimentation architecture lets teams retain full control over script delivery, evaluation, and exposure tracking while using a centralized experimentation platform.

This document outlines common proxy patterns and the key implementation details required to support them.

Script delivery proxy

Customers host a lightweight endpoint that proxies requests for the experimentation JavaScript SDK. End users load the script from a customer-owned domain rather than a third-party domain.

This lets you:

• Reduce third-party script exposure.
• Better align with internal security or compliance requirements

CDN configuration

• Origin: https://cdn.amplitude.com
• Path rewrite: /script/{API_KEY}.experiment.js → /script/{API_KEY}.experiment.js
• Cache TTL: 1–5 minutes (balances freshness with performance)
• Cache key: Full URL including API_KEY

Before (direct to Amplitude):

<script src="https://cdn.amplitude.com/script/abc123def456.experiment.js"></script>

After (through your proxy):

<script src="https://experiments.acme.com/script/abc123def456.experiment.js"></script>

Remote evaluation proxy

The Web Experiment script calls a single endpoint for remote evaluation. An experiment requires remote evaluation when its targeting rules contain at least one property that is not available locally on the client.

This lets you:

• Centralize control over evaluation logic.
• Enrich requests with server-side context

Exposing your proxy evaluation endpoint

Create and expose an HTTPS endpoint for remote evaluation for the Web Experiment SDK:

Example URLs:

• Full path: https://experiments.acme.com/sdk/v2/flags?delivery_method=web
• Base URL: https://experiments.acme.com/

The SDK uses this base URL for all evaluation requests.

Configuring the Web Experiment script

Configure the Web Experiment script/SDK to call your new endpoint instead of the Amplitude-hosted URLs (flag.lab.amplitude.com or flag.lab.eu.amplitude.com). Enter the following code above the Web Experiment script.

<script>
window.experimentConfig = {
  flagsServerUrl: 'https://experiments.acme.com/',
}
</script>

Implementing proxy logic

For each incoming browser request, the proxy must:

Accept request

• Method: GET
• Query Parameters: delivery_method=web

Forward to Amplitude

• US Projects: https://flag.lab.amplitude.com/sdk/v2/flags?delivery_method=web
• EU Projects: https://flag.lab.eu.amplitude.com/sdk/v2/flags?delivery_method=web

Inject Headers

Return Response: Return Amplitude’s JSON response unchanged to the browser.

Example request flow

Browser to Proxy:

GET https://experiments.acme.com/sdk/v2/flags?delivery_method=web
X-Amp-Exp-User: eyJ1c2VyX2lkIjoidXNlciIsImRldmljZV9pZCI6ImRldmljZSJ9

Proxy to Amplitude:

GET https://flag.lab.amplitude.com/sdk/v2/flags?delivery_method=web
Authorization: Api-Key <PROJECT_API_KEY>
X-Amp-Exp-User: eyJ1c2VyX2lkIjoidXNlciIsImRldmljZV9pZCI6ImRldmljZSJ9

Proxy to Browser: Returns Amplitude's evaluation response.

Response format

The endpoint returns a JSON array of experiment flag objects pre-evaluated for the user.

Flag object schema:

Example response

[
  {
    "key": "example",
    "metadata": {
      "deliveryMethod": "web",
      "deployed": true,
      "evaluationMode": "local",
      "experimentKey": "exp-1",
      "exposureEvent": "$impression",
      "flagType": "experiment",
      "flagVersion": 5
    },
    "segments": [
      {
        "bucket": {
          "allocations": [
            {
              "distributions": [
                { "range": [0, 21474837], "variant": "control" },
                { "range": [21474836, 42949673], "variant": "treatment" }
              ],
              "range": [0, 100]
            }
          ],
          "salt": "G0U0BTSK",
          "selector": ["context", "user", "web_exp_id"]
        },
        "conditions": [
          [
            { "op": "is", "selector": ["context", "user", "device_category"], "values": ["desktop"] }
          ]
        ],
        "metadata": { "segmentName": "Segment 1" },
        "variant": "off"
      },
      {
        "metadata": { "segmentName": "All Other Users" },
        "variant": "off"
      }
    ],
    "variants": {
      "control": {
        "key": "control",
        "payload": [{ "action": "mutate", "data": { "mutations": [] } }],
        "value": "control"
      },
      "off": { "key": "off", "metadata": { "default": true } },
      "treatment": {
        "key": "treatment",
        "payload": [
          {
            "action": "mutate",
            "data": {
              "mutations": [
                {
                  "action": "set",
                  "attribute": "html",
                  "metadata": { "scope": ["89e01141-6e35-4bc0-bb66-0e1bc0fd4823"], "type": "text" },
                  "selector": ".md\\:max-w-max:nth-child(1)",
                  "value": "updated text"
                }
              ]
            }
          }
        ],
        "value": "treatment"
      }
    }
  }
]

Impression (Exposure) event forwarding

Impression (exposure) events are sent from customer-controlled backend systems to the experimentation platform rather than directly from the browser.

This lets you:

• Unify event pipelines.
• Make compliance with data governance policies easier.

If you already use Amplitude's Analytics SDK, update the tracking endpoint for the browser SDK through serverUrl.

If you are not using Amplitude's Analytics SDK, you can add the following script before the Web Experiment script.

Important: The impression event forwarding script must be placed above the Web Experiment script.

<script>
// TODO: Replace this object with your tracker implementation.
const customTracker = {
  track: (eventType, eventProperties) => {
    // TODO: Send eventType and eventProperties to your analytics tool.
    console.log({ eventType, eventProperties });
  },
};

window.experimentIntegration = {
  getUser: () => {
    // TODO: Return user.
    return {
      user_id: "user",
      device_id: "device",
    };
  },

  track: (e) => {
    // TODO: Track event
    customTracker.track(e.eventType, e.eventProperties);
    return true;
  },
};
</script>