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Google Optimize Won’t Be Available After September 2023—Here’s What You Need to Do

Last updated on March 7, 2023
4 minute read
Key Takeaways

  • Google Optimize will be discontinued on September 30, 2023.
  • Google Analytics 4 will adopt similar features as Google Optimize.
  • Export all data from experiments before the end of September.

Skill Level

All Skill Levels

Starting on September 30, 2023, Google Optimize will no longer be available. All tests and personalizations will also end on that date.

Not to worry though—Google plans to incorporate similar features and solutions of Google Optimize into Google Analytics 4 (more on that later).

While this is an inconvenience for some customers, there is ample time to prepare and find another similar solution.

This guide will cover what Google Optimize does, why this change matters, and the steps you need to take to ensure a smooth transition.

What is Google Optimize?

Google Optimize is a free tool that uses different data and testing features to help you make informed decisions about your website performance. Familiarize yourself with the tool by heading to this Compass guide.

Why Does This Change Matter?

If you are currently using this solution, the discontinuation of this product means you need to find a replacement in order to continue improving your website’s user experience.

For those not already using Google Optimize or a similar product, we recommend trying one to help increase your online bookings! You will find a few options below.

How to Prepare for the Discontinuation of Google Optimize

There are a few important steps to take if you have been using Google Optimize for your website and app testing.

shapeExport and Save All Data and Information

Whether you have been using Google Optimize for a few months or a few years, you will have valuable insights from the tests you conducted. With any research, it is important to keep records of the results. Be sure to download all information from the tool before the end of September.

Note that campaigns can run through September 30th, and you will need to export that data as well.

shapeLearn and Adopt GA4

GA4 is the new and improved version of the original Google Analytics. It is designed to give you a better picture of your customers from first site visit to conversions as well as important insights that can be used to drive your marketing decisions. For more details and benefits of GA4, head to this Compass guide.

Google has announced that GA4 will have the same, if not better, capabilities than Google Optimize. That being said, not all features are currently rolled out.

Below are a few other website optimization tools you can use in the meantime.

  • Optimizely is a digital experience platform that lets you plan campaigns, run tests and more.
  • VWO is an experimenting platform for A/B testing on websites, apps and products.
  • Convert Experiences is an A/B testing solution used to optimize your website.
  • Kameleoon is an enterprise-level optimization solution with web, full stack and feature experimentation capabilities.

Google Optimize’s discontinuation can add some work to your plate, but it’s vital to be prepared for that change and set yourself up for success.

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