Google to bring down Google Optimize on September 30, 2023

By Elkanah Nyauma


Google has announced that it will be killing off the Google Optimize product on September 30, 2023. “Google Optimize and Optimize 360 will no longer be available after September 30, 2023. Your experiments and personalisations can continue to run until that date,” Google wrote.

Formerly called Google Website Optimizer, Google Optimize is a testing and analytics tool created by the multinational technology company. The tool allows you to run experiments that are focused on helping internet marketers and webmasters to increase visitor conversion rates and overall visitor satisfaction.

Google added, “We launched Google Optimize over 5 years ago to enable businesses of all sizes to easily test and improve your user experiences. We remain committed to enabling businesses of all sizes to improve your user experiences and are investing in A/B testing in Google Analytics 4.”

Here is the FAQ Google posted explaining the why, what will happen, and so forth:

(1) Why is Optimize being killed?

Google remains committed to enabling businesses of all sizes to improve your user experiences and are investing in A/B testing in Google Analytics 4. The tech company is focused on bringing the most effective solutions and integrations to our customers, especially as we look toward the future with Google Analytics 4.

Optimize, though a longstanding product, does not have many of the features and services that Google’s customers request and need for experimentation testing. We therefore have decided to invest in solutions that will be more effective for our customers.

(2) Can you still access your data?

Google encourages all users to download their historical data from within the Google Optimize user interface before September 30, 2023.

To download your historical data before the sunset date, see Export your Optimize report data. To access your historical raw data, use the Google Analytics Data API. You won’t be able to access your experience inference results or your historical Google Analytics 4 raw data after the sunset data.

(3) Is it possible for you to renew my contract for another year?

Anyone who will be extending or renewing their Google Analytics 360 (Universal Analytics) contracts in the first half of 2023 will be able to renew their Optimize 360 contracts with service dates ending on or before September 30, 2023.

Those who have signed Google Analytics 4 contracts will not be able to sign Optimize 360 contracts, but will have access to Optimize via the integration in Google Analytics 4 until the September 30, 2023 sunset date.

Additionally, for anyone who has signed a Google Analytics 4 contract, but plans to continue to use Google Analytics 360 (Universal Analytics) as they transition over to Google Analytics 4, we will be providing access to Optimize 360 free of charge until the September 30, 2023 sunset date. You will need to keep your Optimize containers linked to GA360 properties to do so.

(4) What happens if you ordered Optimize 360 with an end date past the sunset date?

Any Optimize 360 orders already received with an end date past the Optimize sunset date will be revised to the product sunset date.

Google Optimize allows you to test variants of web pages and see how they perform against an objective that you specify. The tool monitors the results of your experiment and tells you which variant is the leader.

While Elon Musk is facing lawsuits in San Francisco for…