le Optimize will be discontinued this year //

After September 30, 2023, Google Optimize 360 and Google Optimize 360 will be no longer available. You can still run your experiments and personalizations until then.

Why we matter. Marketers may not be able to use Optimize anymore to perform A/B testing or optimize their website’s user experience.

Google Analytics 4 is growing in popularity but marketers haven’t yet fully adopted it. Marketers should be familiar with GA4’s tools and features, as Google has committed to moving A/B testing to it.

Google’s decision to make this change. Google announced that Optimize will be discontinued to improve customer service and invest in more robust A/B testing solutions. They stated that they are focusing on improving the user experience through Google Analytics 4 integrations and other tools. Optimize, despite its long-standing status, does not keep up with the changing needs and demands of customers.

Marketers are unhappy. Many marketers took to Twitter this morning to voice their dismay at the news.

Really sad to see that Google Optimize will be sunset in September.https://t.co/3L9agpwadK

This was one of Google’s most important product wins for marketers. It worked seamlessly with GA.

In 2023, analytics and tracking will still be a major problem.

— Greg Finn (@gregfinn)

January 23, 2023

RIP Google Optimize.

Google continues to ruin their best products. pic.twitter.com/u5MSefQbJ6

— Freddie Chatt (@freddiechatt)

January 21, 2023

Nnnnnnnoooooooooooooo!! !

Google Optimize is one such hidden gem! Perhaps too hidden https://t.co/By0sdhy1q3

Jyll Saskin Gaales (she/he) (@jyllsaskingales

January 21, 2023

You can access your data. Access your data is still possible. Make sure you download your data from Optimize before September 30.

Dig deeper. You can read the complete announcement by Google here.

Search Engine Land.