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Google Optimize Sunset: Everything You Need to Know

Ready or not, Google is pulling the plug on its testing platform on September 30, 2023.

You, dear reader, and other Google Optimize users are probably left wondering what this means for your business.

What happens to your experimentation program once Google Optimize and Optimize 360 are gone? Or how can you choose the best Google Optimize alternative?

This article will  help you understand everything you need to know about the discontinuation of Google Optimize and why such unbiased third-party tools are critical for PoC processes.

Key Takeaways

  • Google Optimize and Optimize 360 will not be available after September 30, 2023.
  • Google is working on providing an A/B testing solution in GA4; however, it’s highly unlikely that it will be available by the time Optimize is gone.
  • Businesses using Google Optimize and Optimize 360 must find alternative third-party testing tools, since these are vital for ensuring objectivity and accuracy during PoC processes.

What is Google Optimize and Google Optimize 360?

Google Optimize is a free web optimisation platform offered by Google. The platform is developed for running A/B, multivariate, and redirect tests to optimise conversion.

Google Optimize 360 is the paid version of Google’s optimisation tool. It is an enterprise-level tool with advanced features and dedicated support from Google’s optimisation team.

When is Google Optimize Sunsetting?

Google Optimize and Optimize 360 will no longer be available after September 30, 2023.

Why is Google Optimize Sunsetting?

Google has decided to sunset Google Optimize 5 years after its initial launch because it lacks “many features and services that the company’s customers need and request”. 

According to Krista Seiden, a former employee on the Google Optimize team, Google plans to incorporate A/B testing features into GA4. However, we may have to wait longer than September 30 for that.

How Google Optimize Sunset Will Affect Businesses

Whether you were using Google Optimize or Optimize 360, here’s what’s going to happen after Google pulls the plug on Optimize:

  • You won’t have access to the platform: Experiments can continue until September 30; any experiments still active at that time will be terminated.
  • You need to download your historical data: You won’t be able to access past experimentation data after the sunset date.
  • GA4 will soon be compatible with other testing tools: Google is working on making integrations between GA4 and third-party testing tools possible. Although, there’s no definitive timeline given.
  • You’ll need to find an A/B testing tool: There is no guarantee that Google will replace Optimize. To ensure the continuation of your experimentation program, you’ll have to find a Google Optimize alternative.
  • Firebase A/B testing will not be affected: Google’s mobile A/B testing and experimentation platform will not be impacted by Google Optimize’s discontinuation—for now.

Segmentify Uses Independent Third-Party A/B Testing Tools During PoCs to Ensure Unbiased Results

A Proof of Concept (PoC) is a pivotal stride for any organisation before fully committing to a solution. As you contemplate transitioning to a new customer engagement solution or upgrading from manual methods to automated strategies, the PoC process takes centre stage.

The PoC is an initial gauge of how well the solution’s technology aligns with your business goals. This step serves as a valuable opportunity to assess the potential Return on Investment (ROI) that our solution can bring to your business, solidifying its suitability for your unique needs.

Segmentify leverages third-party testing tools to ensure the PoC results are unbiased and accurate.

This approach allows us to showcase the true capabilities of our platform in a real-world setting, providing you with transparent insights into how our technology aligns with your marketing goals and KPIs.

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