Google Optimize and Optimize 360 will no longer be available after September 30, 2023. Testing and customization can continue until that date.
why you care. The retirement of Optimize may affect the ability of marketers to conduct A/B tests and optimize the user experience of their websites and apps.
Despite the growing popularity of Google Analytics 4, marketers have yet to fully adopt it. But Google has promised to move his A/B testing to his GA4, so another reason marketers should familiarize themselves with the tools and features available in his GA4 is Announcement of this deprecation.
Why is Google making this change? Google says it is retiring Optimize to better serve its customers by investing in a solution that offers more robust A/B testing capabilities. In their announcement, they said their focus is on providing effective user experience improvement tools through Google Analytics 4 and other integrations. They argued that despite being a long-standing product, Optimize did not meet customers’ evolving needs and demands.
Marketers are not happy. Several marketers took to Twitter to express their feelings about the news.
Access your data. You can still access your data. Download from the Optimize user interface by September 30th.
Dig deeper. Read the full announcement from Google here.
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About the author
Nicole Farley is the editor of Search Engine Land, covering all things PPC. In addition to being a Marine Corps veteran, she has an extensive background in digital her marketing, MBA, and true crime, podcasts, travel, and snacks.
