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 allow users to conduct experiments to help online retailers increase the conversion rates of website visitors.
Google says all experiments and personalizations will continue to work for now, but those that are still active after September 30 will no longer exist.
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Google Optimize was launched more than five years ago to help businesses test and improve the user experience for their 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 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 ending on or before September 30, 2023.
“Individuals who have signed contracts for Google Analytics 4 will not be able to sign contracts for Optimize 360, but will have access to Optimize through integration with Google Analytics 4 until the September 30, 2023 cut-off date.” blog post (opens in a new tab).
“Additionally, anyone who has signed up for Google Analytics 4 but plans to continue using Google Analytics 360 (Universal Analytics) after switching to Google Analytics 4 will be providing free access to Optimize 360 until the September 30, 2023 expiration date.”
Google also advised users to keep their Optimize containers connected to GA360 services to do so.
Talking about the reason for discontinuing both services, Google says that Optimize lacks many of the features and services customers ask for and need for experimental A/B testing.
The company therefore invests in a replacement solution that will better meet the needs of its customers.