Definition:
Google Optimize was a free tool launched by Google to create conversion and testing experiments. Its premiumversion, Optimize 360, is part of the Google Analytics 360 digital marketing suite (integrated since July 2018 into Google Marketing Platform) along with Google Analytics, Google Tag Manager, Audiencie Center 360, Attribution 360 and Data Studio 360.
Google Optimize was discontinued on September 30, 2023.
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How Google Optimize works
You could vary the configuration of various elements of the page, creating several versions of it, which will be randomly displayed to users who visit it. Each user saw a version, and their navigation was recorded, so that, when the experiment ended, it was possible to evaluate which of the versions converted the most.
Google Website Optimizer allowed you to do A/B testing (two different pages) and multivariate testing (multiple elements at the same time). Its configuration was very simple and its use was not complicated.
What elements could be tested?
In principle, the number of objects that could be tested is very high. Some examples:
- Logo size and position
- Page colors and backgrounds
- Calls to action
- Product Descriptions
Differences between Optimize and Optimize 360
The main differences between the free and paid versions of Optimize were in the number of experiments that can be done and the scope of support offered by Google. One of the advantages of the premium tool is that it allowed you to segment by Google Analytics audience. More than 100 simultaneous experiments could be done (the free version only five) and up to 36 combinations in the multivariate tests, twenty more than the other version. In addition, it allowed the number of objectives in the experiment to be increased from 3 to 10.
Status of Google Optimize
Google Optimize and Optimize 360 stopped being available on September 30, 2023. In 2026 they should not be considered active solutions for A/B testing or personalization.
Current experimentation projects should use alternative CRO and testing tools, personalization platforms or custom testing setups connected with GA4, Google Tag Manager and the relevant consent management platform.
Frequently asked questions about Google Optimize
What is Google Optimize?
Definition: Google Optimize was a free tool launched by Google to create conversion and testing experiments. Its premium version, Optimize 360, is part of the Google Analytics 360 digital marketing suite (integrated since July 2018 into Google Marketing Platform) along with Google Analytics, Google Tag Manage r, Audiencie Center 360, Attribution 360 and Data Studio 360. In the Arimetrics glossary it is placed in a digital marketing context to clarify its role, uses and practical implications.
What is Google Optimize used for in digital marketing?
It is used to better analyse an action, tool, channel or behaviour related to acquisition, measurement, communication, sales or user experience. Its value depends on applying it to a concrete decision.
How is Google Optimize related to a digital strategy?
It is related to digital strategy when it affects objectives, data, content, technology, campaigns or conversion processes. That is why it should be reviewed together with the business context, not as an isolated term.
What should be considered when working with Google Optimize?
It is advisable to review its definition, context, associated metrics, limitations and possible risks. It is also useful to validate whether the concept has a real impact on performance, user experience or decision-making.