After September 30, 2023, Google Optimize and Optimize 360 will no longer be available. Your business’s experiments and personalizations will be able to continue running until that date, but all active experiments and personalizations will end on that date. Google Optimize was launched over five years ago to allow businesses of all sizes the ability to easily test and improve their user experiences. That ability should not go away completely, as Google plans to invest more in third-party website A/B testing integrations in the future.

Why Is Google Optimize Being Sunset?

Google is focused on enhancing its effective solutions and integrations for customers and businesses in the future. They made the decision that Google Optimize does not have enough of the features and services that their customers request and need for experimentation testing, and believe investing in third-party website A/B testing integrations will better serve their customers with Google Analytics 4. 

What Will Happen in the Future?

Everything will remain the same with your experiments until the end of September 2023. As that date approaches, Google will begin integrating with A/B testing providers AB Tasty, Optimizely, and VWO. All users are encouraged to download their historical data from within the Optimize interface before the September 30 date. You will not be able to access your experiment results or historical Google Analytics data after that sunset date. 

What About Firebase A/B Testing?

Firebase A/B testing helps businesses run, analyze, and scale product and marketing experiments to improve their user app experiences. While Firebase A/B Testing uses the Google Optimize infrastructure for inference computation, Google is working to evolve the Firebase A/B testing so that it will not be impacted by the Google Optimize sunset. 

Contract Status 

If you have already signed a Google Analytics 4 contract, you will not be able to sign Optimize 360 contracts but will be able to access Google Optimize until the September 30 sunset date when they fully transition over. If you plan to extend or renew your Optimize 360 contract in the first half of 2023, your service date will end on September 30. 

Let beMarketing Worry About Your Optimization

All of this probably seems pretty confusing and overwhelming. Even we had to read it over a couple of times to understand. You have a lot more important things to worry about while running your business than what platform Google is using for its testing integrations. That is where beMarketing comes in. Our team of website and search engine optimization experts is constantly keeping up to date with the latest trends and best practices to make sure that our clients get the most out of website optimization. We build easy-to-navigate websites that are fully optimized and mobile-friendly. We consistently test and update your website so they remain performing effectively to maximize your business efforts. To get started with beMarketing and learn how our team can help you, call 484-261-1149 today.