Google is shutting its website experience and optimization tool
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Google Optimize, formerly known as Google Website Optimizer, and Optimize 360 will no longer be available after September 30, 2023.
The freemium testing tool and web analytics company allows users to run experiments to help online marketers increase visitor conversion rates for websites.
Google says all experiments and personalizations will continue to run for now, but any experiments still active after September 30 will cease to exist.
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Google Optimize was launched more than five years ago with the aim of helping companies test and improve the user experience of websites.
Google is now encouraging all users to download their historical data from the Optimize UI before September 30, 2023.
In addition, users who wish to renew or renew their Google Analytics 360 (Universal Analytics) contracts in the first half of 2023 can renew their Optimize 360 contracts with service dates ending on or before September 30, 2023.
“Those who have signed Google Analytics 4 contracts will not be able to sign Optimize 360 contracts, but will be able to access Optimize through the integration in Google Analytics 4 until the expiration date of September 30, 2023,” Google said in a statement. blog post (opens in new tab).
“In addition, we are offering free access to Optimize 360 to anyone who has signed a Google Analytics 4 contract but plans to continue using Google Analytics 360 (Universal Analytics) when moving to Google Analytics 4 until September 30, 2023 sunset date.”
Google also advised users to link their Optimize containers to GA360 properties for this purpose.
Speaking about the reason behind the discontinuation of both services, Google says Optimize doesn’t have many of the features and services its customers demand and need for A/B testing.
The company is therefore investing in a replacement solution that better meets the needs of its customers.