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What to do now that Google Optimize is sunsetting

Kristoffer Hald
Kristoffer Hald
Data & Intelligence Director
3 min read
6 February 2023

In January 2023, Google publicly announced that it will sunset its freemium tool for website experimentation and A/B testing, Google Optimize, after September 30, 2023. Let’s explore what we currently know and why you should start thinking about how to move forward.

What we know so far

Google Optimize was launched over 5 years ago to help brands and businesses to easily test and improve their UX. However, according to Google, it isn’t up-to-date anymore as it “does not have many of the features and services that our customers request and need for experimentation testing.”

The web giant is therefore sunsetting the tool by the end of September of this year. Until then, Optimize will remain available. Google has further promised that it will invest in third-party A/B testing integrations for Google Analytics 4. Initially, they will partner with Optimizely, A/B Tasty, and VWO. Further integrations will be announced after a validation period.

What you should do now

There’s no need to panic. If you’re currently using Google Optimize for A/B testing and/or personalisation, you have two immediate options:

  • 1. Keep doing what you’re doing (and switch to GA4)

Continue using Google Optimize for your experimentation program, but make sure you  transition your Universal Analytics (which will sunset in July 2023) to Google Analytics 4 and await further information from Google on the third-party A/B testing integrations. Find out how to transition to GA4 in our handy guide.

  • 2. Document your requirements and explore alternatives

If you decide to look for alternative solutions before Google Optimize sunsets, start by gathering your requirements and think about the use cases you need your new tool to cover such as which types of tests you need to run, what targeting options you need, and which audiences you require.

Here’s what we think

There’s no ‘one-size-fits-all’ solution. If you’ve been using Google Optimize until now, chances are a free alternative or an affordable entry level plan will be good options to continue with your efforts. Which tool to choose depends heavily on the features you require, the amount of traffic you have on your website, and your use cases.

Some tools come with free trial periods or offer free product demos. We recommend getting acquainted with some of the alternatives and signing up for demos or trials.

Need more guidance? Our CRO experts have compiled a range of alternative tools of well-known, long-standing, and/or best-in-class providers ranging from free entry-level to expensive enterprise solutions.

Download the free guide here