Google Optimize
Here's how I actually think about google optimize when I'm in the middle of a real project.
The short verdict
- Clarify the outcome
- Check the live SERP
- Change one thing, then measure
What I'd do first
- Clarify the outcome you need this week
- Check the live SERP for the query
- Change one page, then measure in Search Console
Plain-English take
Google Optimize was a Google tool for A/B testing, multivariate testing, and page personalization, but it was discontinued on September 30, 2023.
What I got wrong
- Treating it as a one-off task
- Copying someone else's playbook without checking intent
- Measuring vanity metrics instead of the job-to-be-done
Next step
Quick answers
Is Google Optimize still available?
No, Google Optimize and Google Optimize 360 were discontinued on September 30, 2023. All active experiments and personalizations ended on that date.
What is the difference between Google Optimize and Google Optimize 360?
Google Optimize was a free tool with basic A/B testing and personalization features. Google Optimize 360 was a paid enterprise version with advanced capabilities like more experiments, higher traffic limits, and premium support.
What are the best alternatives to Google Optimize?
Popular alternatives include Optimizely, VWO, Google Ads experiments, Adobe Target, and Convert. Each offers A/B testing, multivariate testing, and personalization features.
Can I still use old Google Optimize tutorials?
No, because the tool is discontinued, any setup guides or instructions are obsolete. Do not follow them as they will not work.
Sources
Primary documentation is linked directly. Anything commercial is marked nofollow.
- Google Analytics Help: Google Optimize sunset notice — Primary source confirming Optimize and Optimize 360 ended on September 30, 2023.
- Google Optimize product overview PDF — Google’s own overview of Optimize capabilities such as A/B, multivariate, and redirect testing.
- Target Internet: What is Google Optimize? — Clear summary of core uses and experiment types, useful for a concise wiki definition.
Notes from Callum Bennett.