Google Optimize
Google Optimize was a free A/B testing, multivariate testing, and personalization tool from Google, discontinued on September 30, 2023.
Key takeaways
- Google Optimize was a free experimentation tool from Google, now discontinued.
- It supported A/B, multivariate, and redirect testing.
- It required linking with Google Analytics for data and reporting.
- All experiments and personalizations ended on September 30, 2023.
- Alternatives include Optimizely, VWO, Google Ads experiments, Adobe Target, and Convert.
For SEO and CRO practitioners, it was a key tool for testing page changes against measurable goals.
What Google Optimize Was Used For
- A/B testing – Compare two versions of a page to see which performs better.
- Multivariate testing – Test multiple page elements simultaneously.
- Redirect testing – Test entirely different URLs.
- Personalization – Show tailored content to specific audience segments.
- Integration with Google Analytics – Use existing goals and segments for measurement.
- Deployment via Google Tag Manager – Easy installation without code changes.
Quick Workflow (Historical)
- Create an experiment in Google Optimize.
- Choose experiment type: A/B, multivariate, or redirect.
- Set up variants – Edit page elements or specify redirect URLs.
- Define objectives – Select Google Analytics goals or custom events.
- Target audience – Use built-in rules or Google Analytics segments.
- Launch experiment – Install the Optimize snippet or use Google Tag Manager.
- Monitor results – View reports in Optimize or Google Analytics.
When Not to Start Here
- If you need an active testing tool – Google Optimize is discontinued.
- If you are following old tutorials – They are obsolete and will not work.
- If you expect ongoing support – No updates or support are available.
- If you confuse it with Google Analytics – They are separate products; Optimize relied on Analytics but is not the same.
Alternatives to Google Optimize
| Tool | Type | Pricing |
|---|---|---|
| Optimizely | A/B testing, personalization | Paid |
| VWO | A/B testing, multivariate, personalization | Paid, free trial |
| Google Ads Experiments | A/B testing for ads and landing pages | Free with Google Ads |
| Adobe Target | Enterprise testing and personalization | Paid |
| Convert | A/B testing, multivariate, personalization | Paid, free trial |
Next step
FAQ
Is Google Optimize still available?
No, Google Optimize and Google Optimize 360 were discontinued on September 30, 2023. All active experiments and personalizations ended on that date.
What is the difference between Google Optimize and Google Optimize 360?
Google Optimize was a free tool with basic A/B testing and personalization features. Google Optimize 360 was a paid enterprise version with advanced capabilities like more experiments, higher traffic limits, and premium support.
What are the best alternatives to Google Optimize?
Popular alternatives include Optimizely, VWO, Google Ads experiments, Adobe Target, and Convert. Each offers A/B testing, multivariate testing, and personalization features.
Can I still use old Google Optimize tutorials?
No, because the tool is discontinued, any setup guides or instructions are obsolete. Do not follow them as they will not work.
Related topics
Sources
- Google Analytics Help: Google Optimize sunset notice — Primary source confirming Optimize and Optimize 360 ended on September 30, 2023.
- Google Optimize product overview PDF — Google’s own overview of Optimize capabilities such as A/B, multivariate, and redirect testing.
- Target Internet: What is Google Optimize? — Clear summary of core uses and experiment types, useful for a concise wiki definition.
Reviewed by Lucía Marín, Founding editor.