{"id":4140515,"date":"2023-02-06T12:37:58","date_gmt":"2023-02-06T10:37:58","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&p=4140515"},"modified":"2025-11-27T10:21:26","modified_gmt":"2025-11-27T08:21:26","slug":"what-to-do-now-that-google-optimize-is-sunsetting","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-dk\/insight\/what-to-do-now-that-google-optimize-is-sunsetting\/","title":{"rendered":"What to do now that Google Optimize is sunsetting"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tWhat to do now that Google Optimize is sunsetting\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tKristoffer Hald\t\t
\n\t\tData & Intelligence Director\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t6 February 2023\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
\n\t\n\t\tIn January 2023, Google publicly announced<\/a> that it will sunset its freemium tool for website experimentation and A\/B testing, Google Optimize, after September 30, 2023. Let\u2019s explore what we currently know and why you should start thinking about how to move forward.\t<\/p><\/div>\n\n
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\n\t\t\n\t\tWhat we know so far\t<\/h2>\n\t\t\t\t\t
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\n\t\tGoogle 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\u2019t up-to-date anymore as it \u201cdoes not have many of the features and services that our customers request and need for experimentation testing.\u201d

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>, A\/B Tasty, and VWO. Further integrations will be announced after a validation period.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t