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Google Optimize

A former free A/B testing and website personalization tool from Google Marketing Platform that worked with Google Analytics.

Updated

Google shut down Optimize and Optimize 360 on 30 September 2023. Google now points users to third-party A/B testing tools that integrate with Google Analytics.

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No longer available; see the alternatives below
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Google Optimize no longer exists. Google shut down Optimize and its paid version, Optimize 360, on 30 September 2023. Any experiments and personalizations still running on that date ended. If you want to run A/B tests on your website today, you need a third-party testing tool, ideally one that connects to Google Analytics.

What was Google Optimize?

Google Optimize was a website testing tool in Google Marketing Platform, launched in 2016 as the successor to Google Website Optimizer. It ran A/B, A/B/n, multivariate, split URL (redirect) and server-side tests, and its visual editor, a Chrome extension, let marketers change page elements without coding. It integrated directly with Google Analytics.

The free version allowed only a few experiments at the same time and had limited audience targeting. Teams that needed more upgraded to the paid Optimize 360. Because the free version was tied to Google Analytics, many marketing teams used it as their first split testing tool.

What does Google recommend instead?

Google did not build a direct replacement. Its sunset notice says it is investing in integrations between Google Analytics and third-party A/B testing tools. Google names three partners: AB Tasty, Optimizely and VWO.

The integration works like this, according to Google's help pages:

  1. You create the experiment in the third-party tool and pick your Google Analytics property.
  2. When the experiment starts, Analytics creates an audience for each variant.
  3. You compare variants in Analytics reports, Explore or BigQuery, using the experience-variant ID.
  4. The testing tool, or your own analysis, works out which variant won.

What kinds of tools replace Google Optimize?

  • Dedicated experimentation platforms. These run tests across your whole website. Google names AB Tasty, Optimizely and VWO as partners whose tools connect to Google Analytics.
  • Landing page builders with built-in testing. If you mainly test campaign landing pages, Unbounce and Instapage both include A/B testing of page variants.
  • Behaviour analytics. Hotjar, now part of Contentsquare, offers heatmaps, session recordings and surveys that help you decide what to test.

Where to learn more

To plan good experiments, read our guides to split testing, conversion rate optimisation strategies and how to optimize a landing page.

Google Optimize FAQ

Does Google Optimize still exist?

No. Google says Optimize and Optimize 360 are no longer available as of 30 September 2023. Any experiments and personalizations still running on that date ended.

What replaced Google Optimize?

Google did not build a direct replacement. It invests in integrations between Google Analytics and third-party A/B testing tools, and names AB Tasty, Optimizely and VWO as partners.

Can you run A/B tests in Google Analytics 4?

Not on its own. You run the test in a third-party experiment tool and connect it to your Google Analytics property. Analytics then creates an audience for each variant so you can compare results in Analytics, Explore and BigQuery.