Google is now shutting down its website experience and optimization tool. The company has now decided to focus and invest in more effective website testing tools and services.
Google Is Now Shutting Down Its Website Experience and Optimization Tool
Google Optimize which was formerly known as Google Website Optimizer and Optimize 360 will not be available to users anymore after September 30, 2023.
The freemium testing tool and web analytics company lets users run experiments in a bid to help online marketers increase their visitor conversion rates for websites. Google has said that for now, all experiments and personalizations will continue on the platform, but any other which is still active after the stipulated September 30 date will cease to exist.
Google Optimize was reportedly launched over five years ago with the sole aim of helping various businesses to test and improve their website user experience. Google at the moment is now encouraging all users to download their historical data from within the Optimize user interface before September 30, 2023.
Users Who Wish To Renew or Extend Their Google Analytics 360 Contract
Users additionally that want to renew or extend their Google Analytics 360 (Universal Analytics) contracts in the first half of 2023 will now be able to do so (renew their Optimize 360 contracts) with service dates ending on or before September 30, 2023.
“Those who have signed Google Analytics 4 contracts will not be able to sign Optimize 360 contracts but will have access to Optimize via the integration in Google Analytics 4 until the September 30, 2023 sunset date,” Google in a blog post said.
“Additionally, for anyone who has signed a Google Analytics 4 contract, but plans to continue to use Google Analytics 360 (Universal Analytics) as they transition over to Google Analytics 4, we will be providing access to Optimize 360 free of charge until the September 30, 2023 sunset date.”
Google’s Advice to Users with Optimize Containers That Are Linked to GA360 Properties
Google has also advised users to keep their Optimize containers that are linked to GA360 properties to do so. Google speaking on the main reason behind the discontinuation of both services says that Optimize does not carry many of the services and features that are requested and needed by its customers for experimentation of A/B testing.
And with that being said, the company is investing in a replacement solution that will suit the need of its customers better.