Google has officially confirmed in January 2023 that Optimize, its tool for A/B experiments and personalizations, will cease to exist from September 30, 2023. This includes all versions (360 and standard).
The features of Optimize and its low cost have been the main reasons why this tool has become very popular among small and medium-sized organizations. Its simple and intuitive interface allows users of all types to create experiments and personalizations that optimize the user experience.
It is a pity to know that this tool will no longer exist, but Google assures that it will continue to improve its new web data analysis tool, Google Analytics 4, and promises to improve integration between it and popular third-party A/B experiment tools.
For the moment, these named tools are:
For now, all we can do is wait for Google to update us on the subject and start thinking about alternatives. Meanwhile, I recommend that you plan for all active experiments and personalizations you manage in Optimize to be completed by early August 2023 or earlier.
Start thinking about evaluating similar platforms in April so that you have enough time to compare features and use cases.
Make sure to export and archive all experiment parameters and results that you need to analyze in the future. The data and results of previous experiments will remain stored in GAU or GA4 depending on which tool you have connected.
If you have questions related to the contractual implications of the paid version (Optimize 360), please contact the person who manages the Optimize license on your behalf.