Google Analytics is a web analytics platform available on the internet. There are many reasons why people use Google Analytics., but the main one is that it provides unique and useful research.

In October 2020, Google released the latest update to this platform, Google Analytics 4 (GA4), and the subsequent sunsetting of Google Universal Analytics is set to take place on 1 July 2023.

Additionally, Google Optimize and Optimize 360 will no longer be available as of 30 September 2023. Your testing and personalization may continue to run until that date.

Google announced that it is sunsetting Optimize to better serve its customers by investing in a solution that enables more robust A/B testing. In the announcement, they said their goal is to provide effective user experience improvement tools through Google Analytics 4 and other integrations.

They said that despite being a long-standing product, optimize does not meet the ever-changing needs and demands of its customers.

Need of Google Optimize for Agencies & Businesses

Finding the best way to optimize your digital marketing campaign is a work in progress. Often, this involves finding out what is working on your website and driving changes, as well as changes that might work better.

Whether you’re looking to start a new website design, improve conversion rates, or are thinking of making changes to your site that could improve your brand, Google Optimize can help. As a free tool, Google Optimize allows you to test changes on your website to see which ones will get the best results.

In return, you can improve your organic traffic, sales performance, and ROI. Google Optimize is a free tool provided by Google that is easy to install and use.

With it, you can experiment with different ways to deliver content on your website and use what you learn to make meaningful changes. For example, you can test different types of web pages and measure specific performance metrics, such as bounce rate.

Often referred to as a conversion rate optimization (CRO) tool, Google Optimize is a popular A/B testing tool that provides high-quality results that you can put to good use.

Features of Google Optimize

Optimize allows you to test different types of web pages and see how they perform against your defined goals. Get ready to check your test results and tell you the top version.

The value of the test

By running experiments with Optimize, you can test new website layouts and content with your small visitors. Instead of relying on your instincts and your thoughts to determine the best page or site layout, you can conduct an experiment that tests other strategies with the world’s users and get results that are easy to read and understand.

Ongoing testing

Anyone who creates content or designs a website experience can benefit from testing. Marketers can experiment with landing pages to increase conversions, publishers can test the impact of different site layouts, and social media managers can test different strategies.

A/B testing

A/B testing is a random experiment using two or more variations of the same web page (A and B). Variant A is the first. Variation B has at least one previously modified element. For example, a call button that does something of a different color. In some tests, variant B may be a completely different version of the web page.

A conversion test

Redirect testing, (aka split URL testing), is a type of A/B test that allows you to test different web pages against your page. In redirect tests, URLs or paths are distinguished instead of one or more pages. Redirect testing is useful when you want to test two different landing pages or a complete page redesign.

Multivariate Test (MVT)

A multivariate test (MVT) simultaneously tests two or more variables to see which combination produces the best results. Instead of showing the most effective page type (as in A/B testing), MVT identifies the most effective different types of each element and analyzes the relationship between these elements.

5 Alternatives of Google Optimize to Consider

1. VWO Testing

Easily build and execute tests to increase revenue, reduce cart abandonment, and build next-level digital experiences that convert, without heavy coding or involving IT.

2. Unbounce

Optimized for quick response, allowing you to create, publish and test your landing pages.

3. Optimizely Web Experimentation

Test and optimize customer experiences such as format and messaging, which provide customers with data-driven preferences.

4. AB Tasty

AB Tasty is the fastest-growing provider of AI-powered experimentation and personalization, helping businesses drive more conversions and revenue across all their digital assets. We provide marketers and products with an easy-to-use optimization process, helping them convert website visitors into customers, subscribers, or leads while delivering a personalized experience. special service.

5. Adobe Target

Purpose makes it easy to create personalized digital experiences that drive real results and revenue.

What Is Next Upcoming by Google for A/B Testing

A quick recap, Google Optimize and Optimize 360 will not be available after September 30.

Google launched Optimize over five years ago to help businesses test and improve their user experience. Many companies have used the tool extensively to improve their websites, landing pages, and other online content.

Although the discontinuation of Google Optimize and Optimize 360 can be disappointing, Google says that it is committed to providing new solutions in GA4. Users are urged to download their data before it disappears at the end of September.


Google Optimize has been a great tool while it’s been around, but don’t wait until the last minute to switch. As the equipment is no longer updated, it is important to find a replacement as soon as possible. Many A/B testing alternatives have the features you need in the list above.

Make a note of the features that are most important to you and are missing from Google Optimize. Then, list the tools that meet that need and rate them based on your criteria.