Google Optimize to Sunset 30 September 2023

Google announced last night in an email to advertisers that Google Optimize will no longer be available after 30 September 2023, and that a new/improved replacement tool will be incorporated into Google Analytics 4.

Optimize - formerly Google Website Optimizer - is an A/B testing tool that enables advertisers and agencies to compare different versions of web pages in order to improve conversion rates and user experience on the basis of live user data.

The announcement email says in part:

"Optimize, though a longstanding product, does 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."

However, from the perspective of advertisers and agencies:

• Optimize is a good tool.
• GA4 in its present state is considered by many to be less good, and not everyone is rushing to adopt it.
• Uncertainty as to what we'll get after September is worrisome.

Anyone with GA 360, GA4 and/or Optimize 360 contracts should consult the Google announcement for further details.

In the current down economy, with a possible recession looming (61% probable per economists) - and Google cutting 12,000 jobs that support experimental projects in favor of investment in AI - expect to see Google shut down more initiatives and products that don't directly support its advertising cash cow.

What next? Stay tuned.

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