Google Optimize Alternatives: Moving to Optimizely

Google Optimize and Optimize 360 were shut down on 30 September 2023, and Google hasn’t replaced them with a testing tool of its own. Instead, it pointed users towards third-party testing platforms that integrate with Google Analytics 4, including Optimizely, VWO and AB Tasty. VWO and AB Tasty have since merged and now trade as Wingify. For organisations that want an enterprise-grade successor, Optimizely Web Experimentation is the closest like-for-like replacement, with more advanced testing, personalisation and statistics than Optimize offered.

What happened to Google Optimize?

Google announced in January 2023 that Optimize and Optimize 360 would close that September. Experiments and personalisations still running after 30 September 2023 stopped, and the data is no longer available in the tool. Google said it would focus on integrating Google Analytics 4 with third-party A/B testing tools, so teams can still analyse tests in GA4 while running them on a dedicated platform.

The main Google Optimize alternatives

• Optimizely Web Experimentation: enterprise A/B, multivariate and multi-page testing with personalisation, a sequential statistics engine and a GA4 integration. Optimizely Feature Experimentation adds server-side testing and feature flags.
• Wingify (formerly VWO and AB Tasty): the two merged in 2026 and now trade as Wingify, offering web testing, personalisation, heatmaps and session recordings, popular with marketing and mid-sized teams. See our VWO vs Optimizely comparison.
• Testing built into your CMS, such as Contentful Personalization, if most of your tests are about content. See our guide to A/B testing in Contentful.

For a wider view, read our round-up of the best A/B testing platforms.

Why many Optimize users moved to Optimizely

• More advanced testing. Multivariate, multi-page and server-side experiments, mutually exclusive tests and feature flags, not just simple A/B tests.
• Reliable statistics. Optimizely’s Stats Engine is designed so you can monitor results as a test runs without inflating false positives.
• Personalisation and audiences that can draw on Optimizely Data Platform and other data sources.
• Google Analytics 4 integration, so experiment data still flows into the analytics your team already uses.
• AI support. The Optimizely Agent Platform (formerly Opal), Optimizely’s AI, can suggest test ideas and summarise results, paid for in usage credits.
• A platform to grow into, with CMS, commerce and content marketing in the same Optimizely One suite if you need them later.

The trade-off is cost. Optimize was free and Optimize 360 was bundled with Google Marketing Platform, while Optimizely is a paid enterprise product. A free Feature Experimentation plan covers feature flags, but Web Experimentation is quoted individually. Our Optimizely pricing guide explains what drives the cost.

Moving your testing programme to Optimizely

1. Review what you tested in Optimize and which tests produced results worth keeping or rebuilding.
2. Install the Optimizely snippet and connect it to Google Analytics 4.
3. Recreate your audiences and goals, mapping GA4 events to Optimizely metrics.
4. Run a validation test to check tracking and traffic allocation before launching real experiments.
5. Build a testing roadmap of prioritised hypotheses, so the programme delivers steady results rather than one-off tests.

Work with an Optimizely Platinum Solution Partner. Remarkable became the UK’s first Optimizely (Episerver) partner in 1995, and our team has won more than 10 OMVP awards over the years. Find out how we help on our Optimizely partner page, or get an Optimizely quote.