Google retired Google Optimize on September 30, 2022. Marketers have had to transition A/B testing activities to Google Analytics 4 (GA4) going forward.
Why Google Optimize Ended
After over 5 years, Google has decided to sunset Optimize to invest in more robust experimentation solutions. While a longstanding tool, Optimize lacked capabilities needed for advanced testing.
Google aims to enable seamless testing directly within GA4 through integrations with leading third-party providers like AB Tasty, Optimizely, and VWO.
Using GA4 Better
GA4 is where Google has funneled everyone, and it's vital for marketers to focus on two things:
Get up to speed on conducting tests directly within the GA4 interface. This will be crucial moving forward.
Review documentation on GA4 testing to ensure teams understand how to optimize experiences using the new analytics platform.
The Future of Optimization with GA4
Transitioning optimization activities to GA4 provides a major opportunity to unite analytics and testing workflows. Testing limited to tech teams can expand across organizations.
As Google builds out GA4 testing capabilities, marketers willing to embrace change will benefit greatly. Maintaining agility as platforms evolve is key for innovation and growth.
The sunsetting of Google Optimize marked the end of an era but also the beginning of a new one with expanded optimization in GA4. Aligning teams and workflows will enable superior customer experiences.