le removes GA4 integration from Optimize

Google will remove the Google Analytics 4 Integration with the A/B Testing and Personalization Tool, Optimize. The entire platform will be shut down in September 2023. It will impact your strategy if you use it beyond GA. Your strategy may change if you stop using Optimize.

It is possible to send data from and to Optimize via the GA4 integration. It connects to your GA4 property to unlock additional reporting, and most importantly to act on the data gathered from audience behavior on your site.

It provides value to marketers looking to improve their conversion rate optimization by combining A/B testing, personalization, and attribution data. This GA4 feature has both some good and bad news.

The good news is here. Recent announcements confirm that there will be something even bigger and better coming very soon. Google Analytics 4 will have new integrations, including popular platforms Optimizely VWO and AB Tasty. The list doesn’t end there. There are virtually unlimited integration opportunities. There will be a public API that allows or any third-party experiment tools, to connect with GA4.

Google’s decision to sunset the Google Marketing Platform is a good one, because it puts personalization into the hands of A/B testing software that has the highest level of power in the industry. Google’s Marketing Platform has long been dominated by their media tools and GA. Not personalization. (If you’re an experienced GA user, it may bring back bad memories of Google Content Experiments).

Dig deep: Google Analytics 4

Why we care. It is a great tool. It has a very intuitive interface, advanced targeting options, live reporting and integration with Google Analytics. It’s still a young player (Optimizely, VWO and others have been around for over a decade). It’s a good tool, but you’re hiring someone to do this part-time instead of someone dedicated full-time. This release gives you the power of GA4 analytics combined with the flexibility you can get from choosing any A/B test tool.

This new feature allows for deeper personalization, greater insight into user behavior and more engagement. These platforms will allow GA4 audiences to target users based upon their content interests, traffic sources and attributes. You can also collect custom information about your website visitors.

What you should be doing. Export any historical reports from experiments in Google Analytics or Optimize to ensure you and your team have access to legacy data. Another important action is to plan for the future. This includes preparing strategy, data collection and conversion tracking tools that you will use with A/B testing.

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