Google Optimize

Former leading free A/B testing platform with strong Google ecosystem integration

Google Optimize was a website optimization and experimentation platform that was part of Google's Marketing Platform suite. It enabled businesses to conduct A/B testing, multivariate testing, and website personalization without requiring extensive technical expertise. The platform was tightly integrated with Google Analytics, allowing users to leverage their existing analytics data to create targeted experiments and measure results. Google Optimize offered both a free version for small to medium-sized businesses and an enterprise version (Optimize 360) with advanced features for larger organizations. The platform played a significant role in democratizing conversion rate optimization and experimentation capabilities, making these tools accessible to marketers and product teams who previously would have needed expensive third-party solutions or significant development resources. However, Google announced in August 2022 that it would be sunsetting Google Optimize and Optimize 360, with the service officially shutting down on September 30, 2023. Google cited the need to focus on other products and recommended users migrate to third-party A/B testing solutions or consider Google Analytics 4's basic experimentation features.