Goodbye Google Optimize!

Posted January 27, 2023 in
Google has announced that it is sunsetting its A/B testing platform, Google Optimize (and Optimize 360) on September 30, 2023. Google said the platform "does not have many of the features and services that our customers request and need for experimentation testing."

Many digital marketers have invested a lot of time learning to use this tool, and its integration with GA and intuitive interface made it a solid A/B testing tool for conversion rate optimization.

Though several marketers on Twitter are clearly bummed out by the announcement, it wasn't all bad news for Google Analytics users. One of the most interesting takeaways from the announcement is that Google is investing in A/B testing in Google Analytics 4, which could present some interesting opportunities in that platform

How are you feeling about this announcement? Are you optimistic about the pending GA4 A/B testing functionality or just upset at Google for sunsetting yet another frequently used marketing tool?

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