Google Optimize

Was one of the most widely used A/B testing tools globally due to its free tier and tight Google Analytics integration, before being discontinued in 2023.

Google Optimize was a web experimentation and personalization platform offered by Google as part of the Google Marketing Platform suite. Launched in 2017 after an earlier beta period, it allowed marketers and developers to run A/B tests, multivariate tests, and redirect experiments on their websites without requiring extensive engineering resources. Its deep native integration with Google Analytics made it particularly attractive, enabling teams to use existing Analytics goals and audience segments as the basis for experiment targeting and measurement. Optimize was offered in two tiers: a free version (Google Optimize) and a premium enterprise version (Google Optimize 360), the latter bundled with the broader Google Marketing Platform 360 suite. The free tier was notable for democratizing A/B testing for small and mid-sized businesses, while Optimize 360 offered higher experiment limits, advanced targeting, and dedicated support for enterprise customers. At its peak, it was one of the most widely adopted experimentation tools globally, largely due to its zero cost and seamless Google ecosystem integration. On September 30, 2023, Google officially sunset both Google Optimize and Optimize 360, citing a desire to invest in more durable and sophisticated solutions. Google directed users toward native experimentation features within Google Analytics 4 (GA4) as a limited replacement, and acknowledged third-party platforms such as Optimizely, AB Tasty, VWO, and Convert as alternatives. The shutdown left a significant gap in the market for free, accessible A/B testing tools and accelerated adoption of competing platforms.

• 2016Founded
• —Defunct