[Sunset September 2023] Google Optimize (2024)

Google Optimize and Optimize 360 are no longer available as of September 30, 2023. Any experiments and personalizations still active on that date have ended.

Frequently asked questions

Why was Optimize sunsetted?

We remain committed to enabling businesses of all sizes to improve your user experiences and are investing in third-party A/B testing integrations for Google Analytics 4. We are 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, did not have many of the features and services that our customers request and need for experimentation testing. We therefore have decided to invest in solutions that will be more effective for our customers.

What will testing in Google Analytics look like moving forward?

We are collaborating on integrations with the following A/B testing providers (listed in alphabetical order):

• AB Tasty
• Optimizely
• VWO

We have made our APIs publicly available so anyone can integrate their A/B testing tool with Google Analytics. Learn more about the integration

What will happen to Firebase A/B Testing?

Firebase A/B Testing helps you optimize your app experiences by making it easy to run, analyze, and scale product and marketing experiments. Firebase uses the Google Optimize infrastructure for inference computation for all experiments started on or before October 23, 2023. These experiments will remain supported until they are stopped. All new experiments started on or after October 23, 2023 use frequentist inference and do not rely on Google Optimize. Learn more at About Firebase A/B Tests.