Google Optimize, formerly Google Website Optimizer, and Optimize 360 will no longer be available after September 30, 2023.
A freemium testing tool and web analytics company allows users to conduct experiments to help online marketers increase website visitor conversion rates.
Google says that for now, all experiments and customizations will continue to run, but any experiments still active after September 30th will cease to exist.
Test the site with Google
Google Optimize was launched over five years ago with the goal of helping companies test and improve website user experience.
Google is now encouraging all users to download their historical data from within the Optimize user interface before September 30, 2023.
In addition, users who wish to extend or renew their Google Analytics 360 (Universal Analytics) contracts in the first half of 2023 will be able to renew their Optimize 360 contracts with service dates expiring 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 integration in Google Analytics 4 until September 30, 2023,” Google said in a blog post. (Opens in a new tab).
“In addition, for anyone who has signed a Google Analytics 4 contract, but plans to continue using Google Analytics 360 (Universal Analytics) during its transition to Google Analytics 4, we will provide access to Optimize 360 for free until the September 30, 2023 sunset date.”
Google also advised users to keep Optimize containers associated with the GA360 properties to do so.
Speaking of the reason behind discontinuing both services, Google says that Optimize does not have many of the features and services that its customers demand and need to do A/B beta testing.
Therefore, the company is investing in an alternative solution that better suits the needs of its customers.