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Google Optimize Sunsetting 2023: Everything You Need to Know

Yoong Shien
February 24, 2023
5-star rating
Reviews on Capterra
Google Optimize Sunsetting 2023: Everything You Need to Know

Google has announced that it will sunset Optimize, Optimize 360, and all associated integrations on September 30, 2022. In this article, we'll explore what this means for you and your website, and what alternatives are available to continue your experimentation and personalization efforts.

Why is Google Sunsetting Optimize?

Google is sunsetting Optimize to focus its resources on third-party A/B testing integrations for Google Analytics 4 (GA4). Despite being a cornerstone for digital marketers, Optimize simply didn't meet the growing needs of customers

In 2021, Google announced that Optimize would be rolled into GA4 and would no longer exist as a standalone product. They realized that resources were better invested in machine learning and measurements, rather than continue competing in the cut-through experimentation industry.

To that end, Google is setting up GA4 with comprehensive integrations with 3rd-party experimentation tools. These integrations, including Howuku and Optimizely, will allow you to run experiments and measure analytics seamlessly in one platform.

What Happens Next?

If you're using Optimize or Optimize 360, you'll need to find an alternative A/B testing tool. If you're looking for an affordable and user-friendly A/B testing platform to replace Optimize, Howuku is a great option to consider. As a free tool, Howuku provides various features to optimize your website, including A/B testing, heatmaps, and session recordings to analyze user behavior.

With Howuku, you can easily create and run experiments to improve your website's conversion rate without the need for extensive technical knowledge. Its intuitive interface and simple setup make it an excellent option for beginners or those on a budget.

Plus, the added features of heatmaps and session recordings give you an in-depth understanding of how users interact with your website, allowing you to make data-driven decisions and improve the user experience.

Aside from Howuku, other popular multivariate testing alternatives include VWO, Optimizely, AB Tasty. There is no cookie-cutter solution, so evaluate each testing solution according to your budget, CRO maturity, and planned use cases. 

How Does GA4 Compare to Optimize?

GA4 is a more robust personalization platform than Optimize, with increased quotas and seamless exportation of experiment data to third-party tools. This means you won't need to use custom dimensions to track each experiment, and you can easily export data to other tools without causing conflicting data.

Who is Affected by the Sunsetting of Optimize?

Anyone using Optimize for A/B testing, conversion rate optimization (CRO), digital experience optimization, or web personalization on your website will be affected. 


Accessing Your Data

After the cutoff date, you won't be able to access the Optimize experience interface results or historical raw data in Google Analytics. You may refer to Google's guide on exporting your Optimize historical data. To access your historical data, use the Google Analytics Data API

What About Firebase?

The sunsetting of Optimize has no effect on Firebase, which will continue running as usual.

What if I already signed a Google Analytics 4 contract?

According to Google, those who have signed GA4 contracts will not be able to sign Optimize 360 contracts, but will have access to Optimize via the integration in GA4 until the sunset date. 

What if I'm still using Google Analytics 360 while transitioning to GA4?

Those in the midst of transitioning from Google Analytics 360 (UA) to GA4 will have free access to Optimize 360 until 30 September 2023. Do note that you must keep your Optimize containers linked to UA properties to do so. 

What if I had an Optimize 360 contract with an end date past the sunset date?

All existing Optimize 360 contracts with an end date past the Optimize sunset date will be revised to the product sunset date. Do note that you won't be charged for the time past the sunset date. We recommend contacting your assigned account manager for more details on your contractual implications. 


The sunsetting of Optimize is a significant change that will affect many website owners and marketers. However, the availability of alternative A/B testing tools like Howuku and the more robust GA4 platform means that the transition doesn't have to be difficult.

By being proactive and finding the right tool for your needs, you can continue to improve your website's user experience and conversion rate. 

Here is a list of free Google Optimize alternative: Free Google Optimize Alternative

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