Farewell Google Optimize. It’s been fun


Google announced on Friday last week that Google Optimize will be closing on the 30th of September 2023. This is sad and unexpected news. Google Optimize is a great tool for running A/B tests on web pages to test and measure the effects on conversion when changing elements such as calls to action, buttons, positions on pages, etc. It appears that this is part of Google’s shift from Google Analytics (GA) to GA4, the new analytics package which fully replaces GA as of July this year.

I would assume that within GA4 we will begin to see the ability for increased A/B testing, and this will then be the natural successor to Google Optimize. At Artemis we have used Optimize since its inception in 2012 to successfully improve the conversion rates of hundreds of websites. There are alternative tools available to use but they are all paid tools and are very expensive. I do hope that the existing functionality of Optimize is fully integrated into GA4 and then enhanced to incorporate further testing capabilities. We shall wait and see what happens.

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