Google has announced that Google Optimize and Optimize 360 will no longer be available after September 30. All experiments will continue to run until that date.
Google launched Optimize over five years ago to help businesses test and improve their user experiences.
Many companies have widely used the tool to optimize their website, landing pages, and other online properties.
While the discontinuation of Google Optimize and Optimize 360 may disappoint, Google says it’s committed to providing a new solution in GA4.
Users are encouraged to download their data before it becomes unavailable at the end of September.
Google Optimize will go down in marketing history as a short-lived but beloved tool. Businesses that rely on it for their experimentation needs will have to find a new solution.
The History Of Google Optimize
Avid users of Google Optimize may be interested in this story from Krista Seiden, a former employee on the team since its early days.
In a 20-part Buy Twitter Verification Badge thread, Seiden recounts her time on the Google Optimize team and describes how the tool came to be.
She says the idea for Google Optimize came after finding that content experiments in Google Analytics couldn’t scale to her team’s needs.
That’s when they decided to build their own server-side A/B testing solution, which eventually became Google Optimize.
11/ As the tool came to life, we got more and more excited for what it would do for the market. And in 2016, we finally launched Google Optimize as part of the GA 360 Suite. Here’s our war room launch party pic (we’d been there since 3am!) pic.twitter.com/M12jSwQNpd
— Krista Seiden (@kristaseiden) January 24, 2023
Seiden stayed on the Optimize core team until she left Google in early 2019.
During her time on the team, she made dozens of educational videos and how-to’s for Google Optimize and consulted on many of its features.
Seiden’s story, worth reading in full, shows that Google Optimize was not only a valuable tool but also had a passionate team behind it.
When Google Optimize ends its service on September 30, it will leave a significant gap in the market for affordable and beginner-friendly A/B testing options.
According to Seiden, Google plans to expand A/B testing capabilities in GA4. However, it’s unlikely that the features will be available by September 30.
Lastly, she adds that Google is working on integrating with other A/B testing partners, which means that businesses who are using a third-party tool may be able to transfer their testing data to GA4.
Comment From SMM Panel’s Director Of Marketing
Heather Campbell, SMM Panel’s Director of Marketing, gives her take on the sunsetting of Google Optimize and what it means for others in the field:
I’m not surprised this day has come. It was only a matter of time before Optimize / 360 would no longer function since Google is sunsetting Universal Analytics in July.
Google is investing in GA4 and wants you to do the same.
It’s still frustrating when Google moves our marketing cheese, but don’t lose hope. This could be your opportunity to find a platform better suited to your needs.
What does this mean for now?
It would be best if you started researching alternatives. And there’s plenty out there. The first place to start, though, is with GA4.
Hopefully, you’ve already started implementing GA4, as that’s where the next iteration of Optimize will live. And if you haven’t, you should probably stop reading this and get started.
Make sure you pull down any data from past campaigns. You can still run campaigns thru September 30, but if you rely on testing and personalization (like any good marketer does), you may need a backup.
Featured Image: Aa Amie/SMM Panel