Google Optimize

Was a leading free A/B testing tool by adoption, backed by Google's ecosystem, before being discontinued in 2023

Google Optimize was a free A/B testing and website optimization tool offered by Google as part of the Google Marketing Platform. Launched in 2017 as the successor to Google Website Optimizer, it allowed marketers and developers to run A/B, multivariate, and redirect tests on their websites without requiring deep technical expertise. Its tight integration with Google Analytics made it particularly attractive to businesses already embedded in the Google ecosystem, enabling data-driven experimentation at no cost. Google Optimize 360, the paid enterprise tier, offered additional features such as advanced targeting, more simultaneous experiments, and dedicated support. Together, the two tiers served a broad range of customers — from small businesses and startups to large enterprises — making website experimentation more accessible than it had previously been. The platform competed directly with tools like Optimizely, VWO, AB Tasty, and Convert, though its free tier gave it a significant adoption advantage in the SMB and mid-market segments. Google announced in January 2023 that both Google Optimize and Optimize 360 would be sunset on September 30, 2023, citing a desire to invest in more durable, integrated experimentation solutions. Google directed existing users toward GA4's native A/B testing capabilities (a limited replacement) and recommended third-party platforms such as Optimizely, AB Tasty, VWO, and Convert for more robust experimentation needs. The discontinuation marked the end of Google's standalone CRO and experimentation product, leaving a notable gap in the free-tier A/B testing market.