Briefing

Last week Google announced that their Google Optimize and Optimize 360 platforms will be sunset on the 30th of September 2023.

Currently, there isn’t an equivalent A/B test product in Google Analytics 4. Google have stated that they ‘remain committed to enabling businesses of all sizes to improve user experiences and are investing in A/B testing’  but the specific details are still unclear.

What does this mean?

Google’s communication centres on a hard cut-off. Experiments that have an end date beyond the 30th of September 2023 will end on this date and any historical Optimize experiment data will also disappear upon sunset.

We recommend that existing Optimize users export historical data from the platform, or use the Google Analytics data API to export and store it externally.

What can I do to prepare?

In the interim, with consideration of your budget and digital maturity, take the opportunity to assess and trial other vendors including ‘major players’ such as Optimizely and VWO or more creative alternatives such as Conductrics. 

Keep eyes peeled for further product updates from Google on what their ‘investment’ in A/B testing will look like after the end of September.