diff --git a/app/controllers/groups_controller.rb b/app/controllers/groups_controller.rb
index 4acbb0482f3f475858a136c09287629011c8d046..f96e080ecf801085a47376efdaf0e2a1c9efac05 100644
--- a/app/controllers/groups_controller.rb
+++ b/app/controllers/groups_controller.rb
@@ -38,6 +38,8 @@ class GroupsController < Groups::ApplicationController
 
   before_action :check_export_rate_limit!, only: [:export, :download_export]
 
+  before_action :track_experiment_event, only: [:new]
+
   helper_method :captcha_required?
 
   skip_cross_project_access_check :index, :new, :create, :edit, :update,
@@ -378,6 +380,12 @@ def captcha_enabled?
   def captcha_required?
     captcha_enabled? && !params[:parent_id]
   end
+
+  def track_experiment_event
+    return if params[:parent_id]
+
+    experiment(:require_verification_for_namespace_creation, user: current_user).track(:start_create_group)
+  end
 end
 
 GroupsController.prepend_mod_with('GroupsController')
diff --git a/app/experiments/require_verification_for_namespace_creation_experiment.rb b/app/experiments/require_verification_for_namespace_creation_experiment.rb
index 1cadac7e7d46fb2af9f147f164028045169bd773..78390ddd0998b1ace1bd89c1b3eb9f5531b10d39 100644
--- a/app/experiments/require_verification_for_namespace_creation_experiment.rb
+++ b/app/experiments/require_verification_for_namespace_creation_experiment.rb
@@ -1,6 +1,10 @@
 # frozen_string_literal: true
 
 class RequireVerificationForNamespaceCreationExperiment < ApplicationExperiment # rubocop:disable Gitlab/NamespacedClass
+  exclude :existing_user
+
+  EXPERIMENT_START_DATE = Date.new(2022, 1, 31)
+
   def control_behavior
     false
   end
@@ -24,4 +28,10 @@ def record_conversion(namespace)
   def subject
     context.value[:user]
   end
+
+  def existing_user
+    return false unless user_or_actor
+
+    user_or_actor.created_at < EXPERIMENT_START_DATE
+  end
 end
diff --git a/app/helpers/groups_helper.rb b/app/helpers/groups_helper.rb
index 7296560a450e190cada30c6bffee9ab880c1f0de..3fbea0c0472ece31eb10e0d5b1fb7c6ffd098a6c 100644
--- a/app/helpers/groups_helper.rb
+++ b/app/helpers/groups_helper.rb
@@ -139,7 +139,7 @@ def verification_for_group_creation_data
     {}
   end
 
-  def require_verification_for_group_creation_enabled?
+  def require_verification_for_namespace_creation_enabled?
     # overridden in EE
     false
   end
diff --git a/config/feature_flags/experiment/require_verification_for_group_creation.yml b/config/feature_flags/experiment/require_verification_for_group_creation.yml
deleted file mode 100644
index 767d5f55bce0796bb633a00d728b4467bb778c7d..0000000000000000000000000000000000000000
--- a/config/feature_flags/experiment/require_verification_for_group_creation.yml
+++ /dev/null
@@ -1,8 +0,0 @@
----
-name: require_verification_for_group_creation
-introduced_by_url: https://gitlab.com/gitlab-org/gitlab/-/merge_requests/77569
-rollout_issue_url: https://gitlab.com/gitlab-org/gitlab/-/issues/349857
-milestone: '14.7'
-type: experiment
-group: group::activation
-default_enabled: false
diff --git a/ee/app/helpers/ee/groups_helper.rb b/ee/app/helpers/ee/groups_helper.rb
index 58e1e9f0536590afcb189d062b9df774856b7bf8..8ee5768492208bc0d133bc92215af5899384c9e1 100644
--- a/ee/app/helpers/ee/groups_helper.rb
+++ b/ee/app/helpers/ee/groups_helper.rb
@@ -60,22 +60,18 @@ def show_product_purchase_success_alert?
       !params[:purchased_product].blank?
     end
 
-    override :require_verification_for_group_creation_enabled?
-    def require_verification_for_group_creation_enabled?
+    override :require_verification_for_namespace_creation_enabled?
+    def require_verification_for_namespace_creation_enabled?
       # Experiment should only run when creating top-level groups
       return false if params[:parent_id]
 
-      experiment(:require_verification_for_group_creation, user: current_user) do |e|
-        e.candidate { true }
-        e.control { false }
-        e.run
-      end
+      experiment(:require_verification_for_namespace_creation, user: current_user).run
     end
 
     override :verification_for_group_creation_data
     def verification_for_group_creation_data
       {
-        verification_required: require_verification_for_group_creation_enabled?.to_s,
+        verification_required: require_verification_for_namespace_creation_enabled?.to_s,
         verification_form_url: ::Gitlab::SubscriptionPortal::REGISTRATION_VALIDATION_FORM_URL,
         subscriptions_url: ::Gitlab::SubscriptionPortal::SUBSCRIPTIONS_URL
       }
diff --git a/ee/app/services/ee/groups/create_service.rb b/ee/app/services/ee/groups/create_service.rb
index 1ae1aac9da045367eab36e2eec9e089f477f04fa..0d39b20444e2bb174ae36995002ab46f6ad80265 100644
--- a/ee/app/services/ee/groups/create_service.rb
+++ b/ee/app/services/ee/groups/create_service.rb
@@ -70,7 +70,7 @@ def track_verification_experiment_conversion
         return unless group.persisted?
         return unless group.root?
 
-        experiment(:require_verification_for_group_creation, user: current_user).track(:converted, namespace: group)
+        experiment(:require_verification_for_namespace_creation, user: current_user).track(:finish_create_group, namespace: group)
       end
     end
   end
diff --git a/ee/spec/features/groups/new_spec.rb b/ee/spec/features/groups/new_spec.rb
index 7b21aa6cb7865b6096263fc91306c65d850324cd..9d614c05dcce26dffdb1e12bb6bd47a1c28e37bc 100644
--- a/ee/spec/features/groups/new_spec.rb
+++ b/ee/spec/features/groups/new_spec.rb
@@ -33,7 +33,7 @@
     end
 
     before do
-      stub_experiments(require_verification_for_group_creation: variant)
+      stub_experiments(require_verification_for_namespace_creation: variant)
     end
 
     context 'when creating a top-level group' do
diff --git a/ee/spec/helpers/ee/groups_helper_spec.rb b/ee/spec/helpers/ee/groups_helper_spec.rb
index c7bd30c337981d971f1c2fd212ea8e26c57a7eb1..c5ac3b8cc2b4cf22e2326a97d8f4ab06663b8cc6 100644
--- a/ee/spec/helpers/ee/groups_helper_spec.rb
+++ b/ee/spec/helpers/ee/groups_helper_spec.rb
@@ -223,13 +223,13 @@
     end
   end
 
-  describe '#require_verification_for_group_creation_enabled?' do
+  describe '#require_verification_for_namespace_creation_enabled?' do
     let(:variant) { :control }
 
-    subject { helper.require_verification_for_group_creation_enabled? }
+    subject { helper.require_verification_for_namespace_creation_enabled? }
 
     before do
-      stub_experiments(require_verification_for_group_creation: variant)
+      stub_experiments(require_verification_for_namespace_creation: variant)
     end
 
     context 'when in candidate path' do
diff --git a/ee/spec/services/groups/create_service_spec.rb b/ee/spec/services/groups/create_service_spec.rb
index b899c23f9b6f3d0ae024d0d1c24d0479d61a7bc9..47a012c373a98b6290a583ca6a561c2e67f9582c 100644
--- a/ee/spec/services/groups/create_service_spec.rb
+++ b/ee/spec/services/groups/create_service_spec.rb
@@ -163,16 +163,16 @@
     end
   end
 
-  describe 'require_verification_for_group_creation experiment conversion tracking', :experiment do
+  describe 'require_verification_for_namespace_creation experiment conversion tracking', :experiment do
     subject(:execute) { create_group(user, group_params) }
 
     before do
-      stub_experiments(require_verification_for_group_creation: :control)
+      stub_experiments(require_verification_for_namespace_creation: :control)
     end
 
-    it 'tracks a "converted" event with the correct context and payload' do
-      expect(experiment(:require_verification_for_group_creation)).to track(
-        :converted,
+    it 'tracks a "finish_create_group" event with the correct context and payload' do
+      expect(experiment(:require_verification_for_namespace_creation)).to track(
+        :finish_create_group,
         namespace: an_instance_of(Group)
       ).on_next_instance.with_context(user: user)
 
@@ -180,8 +180,8 @@
     end
 
     shared_examples 'does not track' do
-      it 'does not track a "converted" event' do
-        expect(experiment(:require_verification_for_group_creation)).not_to track(:converted)
+      it 'does not track a "finish_create_group" event' do
+        expect(experiment(:require_verification_for_namespace_creation)).not_to track(:finish_create_group)
 
         execute
       end
diff --git a/spec/controllers/groups_controller_spec.rb b/spec/controllers/groups_controller_spec.rb
index 62171528695ec698bcaa3c7cd7f416db28ef032f..a82c5681911ba93ffd57cc059722353192f90f05 100644
--- a/spec/controllers/groups_controller_spec.rb
+++ b/spec/controllers/groups_controller_spec.rb
@@ -132,6 +132,29 @@
         end
       end
     end
+
+    describe 'require_verification_for_namespace_creation experiment', :experiment do
+      before do
+        sign_in(owner)
+        stub_experiments(require_verification_for_namespace_creation: :candidate)
+      end
+
+      it 'tracks a "start_create_group" event' do
+        expect(experiment(:require_verification_for_namespace_creation)).to track(
+          :start_create_group
+        ).on_next_instance.with_context(user: owner)
+
+        get :new
+      end
+
+      context 'when creating a sub-group' do
+        it 'does not track a "start_create_group" event' do
+          expect(experiment(:require_verification_for_namespace_creation)).not_to track(:start_create_group)
+
+          get :new, params: { parent_id: group.id }
+        end
+      end
+    end
   end
 
   describe 'GET #activity' do
diff --git a/spec/experiments/require_verification_for_namespace_creation_experiment_spec.rb b/spec/experiments/require_verification_for_namespace_creation_experiment_spec.rb
index 87417fe1637dd15d158a607a5dac63ba5e9f70c3..5d9b0770fb511191f8cc80f273ad8ec6cf1fc311 100644
--- a/spec/experiments/require_verification_for_namespace_creation_experiment_spec.rb
+++ b/spec/experiments/require_verification_for_namespace_creation_experiment_spec.rb
@@ -5,7 +5,7 @@
 RSpec.describe RequireVerificationForNamespaceCreationExperiment, :experiment do
   subject(:experiment) { described_class.new(user: user) }
 
-  let_it_be(:user) { create(:user) }
+  let(:user) { create(:user, created_at: RequireVerificationForNamespaceCreationExperiment::EXPERIMENT_START_DATE + 1.hour) }
 
   describe '#candidate?' do
     context 'when experiment subject is candidate' do
@@ -56,4 +56,20 @@
       end
     end
   end
+
+  describe 'exclusions' do
+    context 'when user is new' do
+      it 'is not excluded' do
+        expect(subject).not_to exclude(user: user)
+      end
+    end
+
+    context 'when user is NOT new' do
+      let(:user) { create(:user, created_at: RequireVerificationForNamespaceCreationExperiment::EXPERIMENT_START_DATE - 1.day) }
+
+      it 'is excluded' do
+        expect(subject).to exclude(user: user)
+      end
+    end
+  end
 end