The sunsetting of Google Optimize: how to prepare for its untimely demise

It’s been a weird old couple of years for everyone reliant on Google tools to carry out their digital marketing.

Last year we had to say goodbye to expanded text ads in Google Ads.

We’re all currently waiting to move from Universal Analytics to GA4.

And the phase-out of third-party cookies in Chrome has been moved from 2022, to 2023, to 2024! (What are the odds that it will get pushed back to 2025?!)

The next big thing we need to prepare for? In January this year, Google announced it was sunsetting Google Optimize and the premium version, Optimize 360. After 30 September 2023, you will no longer be able to set up new experiments and personalisations in Google Optimize, although you still will be able to see existing ones.

This news will likely come as a shock to all the people who use Google Optimize to manage their A/B testing.

As one of the free optimisation platforms on the market, Google Optimize was an easy and effective way for businesses to kickstart their conversion rate optimisation endeavours. Plus, as it was integrated into Google Analytics and Ads, it was easy to monitor which changes led to the most conversions.

Why is Google getting rid of Google Optimize? The company has advised that Google Optimize doesn’t have all the features and services customers want, so it is looking into alternative solutions.

Is this the whole truth? I’m not entirely convinced. However, the fact is that Google Optimize will no longer be available later this year, so we all need to prepare.

So, if you are an avid user of Google Optimize, how can you get ready for its eventual shutdown? Here’s what you need to do:

1. Download your data

You’ll need to export your testing data, ideally as close to the September deadline as possible.

After the deadline, you won’t be able to access your historical data.

Don’t forget to analyse your winning test variants and apply them to the whole of your website if you haven’t done so already.

2. Find a new provider

Google has advised that it plans to integrate A/B testing into GA4 in the future. However, Google has not announced when this will be, and given that GA4 works using event-led data rather than session-led data, the experience is likely to be hugely different.

This means that if CRO plays a significant part in your marketing strategy, you’ll need an alternative A/B testing tool in place so you can keep on experimenting. Many A/B testing providers are offering hefty discounts for Google Optimize customers, so now is an excellent time to find a new platform.

Think about the features you need, how many tests you need to run, and your budget. Many platforms offer free trials so you can see if they meet your requirements before you invest.

If you use Firebase A/B testing to run conversion tests on your mobile app, the good news is that this system will continue to run. However, the cynic in me would recommend looking for an alternative platform in case this gets sunsetted in the not-too-distant future too.

3. Set up GA4

If you want to use the new iteration of Google Optimize as soon as it is live, it makes sense to get set up on GA4 if you aren’t already. Universal Analytics will be sunsetted after July, so if you want continuity when it comes to monitoring your website stats, there are other benefits too.

Google recently announced that from March, it will automatically create a simple GA4 property for Analytics users, regardless of whether they already have GA4 set up or not.

While this may be of benefit to some organisations, other companies with more complex requirements may find that the basic account does not accommodate their needs. If you want to opt out of automatic set-up, you can do so in the Google Analytics settings.

In summary: Google Optimize, we hardly knew you

Google Optimize has only been around for half a decade, but it’s had a significant impact on many digital marketers, myself included. It will be interesting to see what Google introduces as its replacement and how it will work in GA4.

If you need support setting up GA4 or integrating conversion rate optimisation into your marketing strategy, I can help. Send me a connection request or DM, and let’s talk.