Custom Roles

If the five built-in roles do not match your team's structure, you can create custom roles with exactly the permissions you need. Custom roles let you define fine-grained access control for specialized team members like contractors, QA engineers, or external agencies.

Organization limit

Each organization can have up to 10 custom roles in addition to the five built-in roles. Custom roles apply across the entire organization — they are not scoped to individual projects.

The nine permissions

Every role — built-in or custom — is defined by a combination of these nine permissions:

1. Manage Projects

Create new projects, edit project details, and archive or delete projects. Members without this permission can see the projects they have access to but cannot add or remove them.

2. Edit Project Settings

Change the configuration, snippet, integrations, and general details of any project. Without this permission, a member can view settings but cannot save changes.

3. Create Experiments

Create new experiments and edit their targeting, metrics, traffic allocation, and scheduling. Members without this permission can view experiments but cannot create or modify them.

4. Edit Code Variations

Write JavaScript and CSS in the variation editor. This is the permission that controls who can author variation code.

Variation code runs directly on your live website in visitors' browsers. Only grant this permission to team members who understand JavaScript and the potential impact of malformed code. Variation code is not sandboxed — it can access the DOM, make network requests, and interact with other scripts on the page.

5. Publish to Production

Launch running experiments and publish changes to live. This is the permission that bridges draft and live states. Members who can create experiments but not publish them must hand off to someone with this permission before an experiment goes live.

6. View Reports

Access the results dashboard, analytics charts, and experiment performance data. This is the minimum permission for anyone who needs insight into experiment outcomes.

7. Export Data

Download experiment results as CSV files. Members without this permission can view reports on-screen but cannot export data to external tools.

8. Manage Support

Open, view, and respond to support tickets submitted through A vs B. This is typically granted to admins and team leads who coordinate with A vs B's support team.

9. Manage Webhooks

Create, configure, edit, and delete webhooks that send real-time HTTP notifications when experiment events occur. Members without this permission can view webhook configurations and delivery logs but cannot create, modify, or delete webhooks.

Creating a custom role

Open Roles & Permissions

Click Settings in the left sidebar, then select the Roles & Permissions tab.

Click Create Role

Click the Create Role button in the top-right corner. A dialog or slide-out panel will appear.

Enter a name and description

Give the role a clear name — for example, "QA Engineer", "Agency Partner", or "Data Analyst". Optionally add a short description explaining when this role should be used. The description is visible to Admins and Owners when assigning roles.

Choose an icon

Select an icon from the provided icon picker to visually distinguish this role in the member list and role selector. This is cosmetic only and does not affect permissions.

Toggle permissions

Enable each permission the role should have using the toggles. You can enable any combination of the nine permissions. Review each one carefully — especially Edit Code Variations and Publish to Production, which carry real business risk.

Save the role

Click Save Role. The custom role is now available to assign to new and existing members from the Members tab.

Editing a custom role

You can change the name, description, icon, or permissions of a custom role at any time:

Go to Settings → Roles & Permissions.
Find the role you want to edit and click the Edit button (pencil icon) next to it.
Make your changes and click Save Role.

Permission changes take effect immediately for all members assigned that role — no need to re-invite or re-assign anyone.

Deleting a custom role

To delete a custom role, click the Deletebutton next to it on the Roles & Permissions tab and confirm the action.

When you delete a custom role, every member currently assigned that role is automatically reassigned to the Viewer role. They will lose any permissions the custom role granted. Review which members have the role before deleting it, and reassign them to an appropriate role afterwards if Viewer is too restrictive.