What Is Google Optimize? Alternatives and Migration After Its Shutdown

Google Optimize, a free tool long used for website improvement and A/B testing, ended its service on September 30, 2023. For those who had been using it, a major concern is which tool to migrate to going forward. This article reviews what Google Optimize was, explains the reasons for its discontinuation, the successor tools Google officially recommends, and the points to keep in mind when migrating.

What was Google Optimize?

Google Optimize was a website optimization tool provided by Google. It allowed you to run A/B tests (a method of comparing two or more patterns to verify which is more effective), multivariate tests, and redirect tests, and a major appeal was the ability to analyze test results in conjunction with Google Analytics. In addition to the free version, a paid version for large-scale sites, "Google Optimize 360," was also offered.

Because of the ease with which you could try out screen changes using a visual editor even without specialized knowledge, and because you could run full-fledged A/B tests for free, it was used by many companies and individual sites.

When was Google Optimize discontinued? The reasons

Google Optimize ended support for both the free version and the paid version (Optimize 360) on September 30, 2023. After the end of service, the tool itself can no longer be used, so not only can you not run tests, you can no longer view past test data either.

As the reason for discontinuation, Google cites that Optimize did not have enough of the features users wanted, and that it would invest in better solutions going forward. Note that Google itself has stated it has no plans to provide a new A/B testing tool to replace Optimize, so users needed to migrate to other companies' tools.

Note that you cannot run A/B tests with GA4 alone

Even if you have migrated to GA4, the latest version of Google Analytics, you cannot run A/B tests with GA4 alone. To take over the testing functionality that Optimize handled, you separately need an external A/B testing tool that can integrate with GA4.

Alternative and migration tools officially recommended by Google

As its policy after the end of Optimize, Google announced that it would advance integration of GA4 with third-party A/B testing tools. As third-party tools that officially integrate with GA4, the following three products are named (in alphabetical order).

AB Tasty

AB Tasty is a platform specialized in optimizing the user experience. It supports A/B testing, multivariate testing, personalized delivery, and more, and can also integrate with GA4 audiences. Because you can create various site patterns with no code, it suits cases where you want to run tests without relying on engineers.

Optimizely

Optimizely is an A/B testing tool with a high global market share, with strengths in large-scale sites and enterprise use. It supports A/B testing, multivariate testing, and cross-page testing, and an official guide for GA4 integration is published for Web Experimentation. It is a strong option when you seek advanced personalization or full-fledged optimization.

VWO (Visual Website Optimizer)

VWO is a comprehensive optimization tool equipped with A/B testing, heatmaps, user behavior analysis, and more. Integration including the import and creation of GA4 audiences is offered, and you can create tests with an intuitive visual editor. A support structure for replacing Google Optimize is also provided.

Options other than the officially integrated tools

Beyond the three official tools above, there are many options, such as enterprise-oriented optimization tools like Adobe Target and domestically developed tools with robust support. If integration with GA4 is your top priority, the three official tools are a good fit; if you value specific features or local-language support, it is worth comparing other tools as well.

Points to consider when choosing an alternative tool

It is important to choose an alternative tool that fits your own goals and operational setup. Checking the following points helps prevent a mismatch after migration.

• Does it have the features you need: Check whether it supports the measures you want to run, including not only A/B testing but also multivariate testing, targeted delivery, pop-ups, and so on.
• Can it integrate with analytics tools like GA4: Unifying the core of your measurement in GA4 makes it easier to analyze test results in one place.
• Is it overspec: Even a highly functional tool wastes cost if you cannot make use of it. Choose a tool that matches your scale and challenges.
• Ease of implementation and support structure: Whether you can configure it with no code, and whether there is implementation support or local-language support, are also important factors.

What to do before migrating

Because Google Optimize has already ended, you cannot retrieve the past test data that remained within the service. When migrating to an alternative tool from here on, the following steps will help things go smoothly. First, organize the goals and hypotheses of the tests you have run so far, along with the insights you gained, as internal documentation. Next, unify your measurement foundation in GA4 and clearly define key events (important goals), which makes it easier to interpret test results in the new tool. On that basis, select an alternative tool that fits your type and restart operations starting with small tests.

Summary

Google Optimize was discontinued on September 30, 2023, disappearing while still missed as a tool that allowed easy, free A/B testing. Google has not prepared a successor to Optimize, and instead officially recommends three products as third-party tools that integrate with GA4: AB Tasty, Optimizely, and VWO. When migrating, the key to success is to anchor measurement in GA4 while comparing tools that fit your goals, scale, and support requirements. Why not take the end of Optimize as an opportunity to review your site-improvement setup anew?