Google is replacing Google Optimize and Optimize 360 with new A/B testing compatiable with Google Analytics 4 from September 30.
Experiments and personalisations in Google Optimize will continue to run until that date, but after any experiments and personalisations still active will end.
Google in a blog post said: "We are focused on bringing the most effective solutions and integrations to our customers, especially as we look toward the future with Google Analytics 4.
"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.
"We encourage all users to download their historical data from within the Optimize user interface before September 30, 2023."
What does this mean for digital marketers?
Myles Humphrey, head of experience specialised services at Resolution Digital, told AdNews: "We were surprised this week with the announcement that Google are to 'sunset' Google optimise.
"Come the 30th September we are no longer going to be able to rely on a staple player in the market – there are 2 main customers who are going to be affected:
"1. Those looking for an easy and free entry to CRO testing.
"2. Established customers who have built their processes around Google Optimise and powerful integrations with GA.
“Main thing I'd say is don't be afraid - there are extremely established, and in some instances more robust alternatives out there and whichever way you go – the key to a successful Conversion Rate Optimisation is always: iron clad process and testing imagination!
“For the established, mature, practitioner it represents an annoyance, but also an exciting opportunity to see what other platforms can offer and trust that better implementations to GA are to come.
“For those looking to get into CRO and were reliant on the free offering – alternatives are becoming available as providers see the opportunity and fill the gap. Alternatively consider working with agencies or contractors with their own existing platform relationships in place and take advantage of the guidance in setting up your own process to really succeed in CRO.
“Consider your maturity, tech stack and scale when choosing, and the Resolution Digital Experience team are here to help if you need.”
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