Digital Marketing

Google Optimize sunset: What will change for you?

By Steven, on October 20, 2023, updated on October 19, 2023 - 3 min read

Google Optimize, the iconic platform for content testing and optimization, is set to make its final bow on September 30, 2023.

Granted, it’s true that this announcement seems like bad news for everyone who relied on the tool for their daily tasks… But fear not! Even if this news is unsettling, there are solutions for a smooth transition.

Looking for credible alternatives to Google Optimize? Want to know the repercussions of Optimize’s disappearance? Debugbar is here to guide you through this transition.

Let’s dive together into this new era and explore how to prepare your website for the future without Google Optimize. Are you ready? Let’s go!

Google Optimize: A quick recap

Google Optimize has been Google’s jewel for several years. It provided a simple free platform to conduct A/B testing, meaning the comparison of two versions of the same webpage to see which one performed best.

The goal? To ensure an optimal user experience and optimize web page efficiency.

Publishers, marketing managers, designers, community managers, webmasters, or content creators, Google Optimize has reached everyone.

Its accessibility and ease of use have won its users over. Not to mention its integration with Google Analytics, highlighting test results in real time, for instant understanding.

So, if Google Optimize was so great, why is the tool disappearing?

Why is Google Optimize ending?

The burning question is: why is Google deciding to close such a popular free tool?

The answer is simple: despite its success within the SEO community, Google Optimize showed its limits. Indeed, it lacked some key features and services.

With this tough decision, Google clearly stated its intent to focus on more robust and efficient third-party A/B testing integrations for GA4 (Google Analytics 4).

This means that we can expect new features and improvements in GA4 to facilitate these integrations. This also paves the way for greater flexibility and a variety of options for A/B testing, which could be very beneficial for users.


Disappearance of Google Optimize: What are the implications?

The discontinuation of Google Optimize will undoubtedly reshape the landscape of A/B testing and digital marketing.

Starting from September 30, editing, creating, and viewing reports will no longer be possible.

Companies heavily relying on this tool will therefore need to quickly find replacement tools and applications.

However, the transition could be complex:

  • Selecting new platforms,
  • Installation,
  • Team training…

Each step will take time and require consideration. But, even if change may seem scary, especially for small businesses, it should be seen as an opportunity.

It’s the perfect chance to reassess your digital marketing strategies and user experience optimization. But to succeed, the transition must be carefully prepared.

marketing team

How to prepare for the Google Optimize sunset?

Change can be unnerving, but we’re here to simplify it for you. This step-by-step guide will usher you smoothly into a future without Google Optimize.

  • Step 1: Monitor developments: Keep an eye on any developments related to A/B testing in GA4 and third-party integration and analytics tools.
  • Step 2: Wrap up current experiments: Make sure all running experiments or customizations are wrapped up and factor them into a retirement schedule.
  • Step 3: Back-up data and settings: Check and backup experience settings, code, and images.
  • Step 4: Start gathering insights: Start accumulating insights and data. Create the necessary tools and technology for accurate result analysis.
  • Step 5: Migrate: Look for viable alternatives, approve the budget for migration, select your new tool, install it on your website, perform a quality check on installation, connect the new tool to your technology stack, and train your team effectively.
  • Step 6: Sync migration with GA4: Align your A/B testing tool migration with your GA4 migration.
  • Step 7: Data retention: Begin exporting and backing up all historical Google Optimize data via CSV files. Avoid exporting data while an experiment is in progress.

And now you’re ready for Google Optimize Sunset!

Having trouble finding an alternative solution? Don’t panic, there are plenty!

What are the alternatives to Google Optimize?

Google Optimize may be disappearing, but rest assured, there are numerous other tools for A/B testing and conversion rate optimization.

AB Tasty

AB Tasty, as the name suggests, specializes in A/B testing. It also allows real-time customization and integrates well with Google Analytics.

abtasty us hp


VWO is another popular alternative. Besides traditional A/B tests, VWO offers multivariate tests, heatmaps, and session recording analysis.

vwo hp


Optimizely is a market leader in optimization and offers a wide range of solutions. From website customization to large-scale experimentation, Optimizely has something to satisfy every need.

optimizely hp

Google Optimize sunset: The keys to move forward

The disappearance of Google Optimize certainly marks the end of an era… but also the beginning of a new one. It’s an opportunity for you to explore new tools, learn, and optimize your digital strategies even more.

Here are the key takeaways:

  • Google Optimize will cease operations definitively on September 30, 2023.
  • Google plans to focus on more effective and robust third-party A/B testing solutions.
  • Alternatives like Optimizely, VWO, and AB Tasty are ready to step in.
  • The discontinuation of Google Optimize can be an opportunity to enhance your marketing and user experience strategies.

So who knows, perhaps with these changes, you will discover a new tool that is even more suited to your needs.

Your questions about the end of Google Optimize

  1. Why is Google Optimize disappearing?

    Google has identified limitations with Optimize, including the absence of certain key features and services. Rather than merely adding these features, Google made the strategic choice to shut down Optimize and invest in more robust third-party solutions for A/B testing.

  2. What will happen after the end of Google Optimize?

    After the deadline of September 30, 2023, creating, editing, and viewing experience reports on Google Optimize platform will no longer be possible. It will thus be crucial to find an alternative before this date if you wish to continue conducting A/B tests.

  3. How to prepare for the end of Google Optimize?

    Starting to evaluate alternatives now is a good idea. Consider not only their A/B testing functionality but also other features that might be important for your business. Once you have chosen an alternative, plan a timeline for the transition to ensure everything goes smoothly.

  4. What will happen to my data stored on Google Optimize?

    Your data will no longer be available after September 30, 2023, so it’s crucial to download all historical data before this date. After that, you will no longer be able to create, edit, or view experience reports on Google Optimize.