Google Optimize and Optimize 360 will no longer be available after September 30,2023. This comes as sad news as Optimize was a great, inexpensive tool that was pretty powerful if you knew what you were doing.
Google Optimize was launched over 5 years to enable businesses to easily test and improve user experiences through A/B testing. Sure, there are plenty of powerful A/B testing tools out there, but Optimize was one of the great free ones – which are few and far between.
Goodbye Optimize, hello more robust GA4?
According to Google, they understand the importance of A/B testing in marketing, and will be sharing new ways to bring experimentation at scale to businesses in the coming weeks. One of these new ways is apparently investing in A/B testing in Google Analytics 4.
However, if Google are able to deliver on their promises and create a more robust GA4 environment that makes analysis easier and more intuitive, that will be great. In fact, I couldn’t think of a better solution than one centralised environment that controls everything. But, trying to predict what Google are going to do is like eating a burger with freshly painted nails.
So, for now, spend some quality time with Google Optimize and download historical data before it meets its demise on September 30.
