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Google has announced that Google Optimize and Optimize 360 will be sunset on September 30, 2023 in a recent blog post

Marketers have been using Google Optimize to improve their website and app user experience. It offers a number of useful A/B testing capabilities for websites, landing pages, and other online properties. 

Google stated that it is “investing in A/B testing in Google Analytics 4.” However, it is unlikely that A/B testing capabilities will be available within GA4 by September 30. 

What does this mean for you?

Experiments and personalisations within the platform will continue to run as normal. All users are encouraged to download their historical data in the Optimize user interface before September 30, 2023. 

If you rely on Google Optimize to improve user experience for your website or app, now is the time to look for alternatives. 

Our Head of Data Services, Rhys Hogsden, explained the importance of getting ahead now: 

"As the functionality of Google Optimise moves into Google Analytics, it will become even more important than before to ensure your GA4 implementation is fit for purpose, or explore alternative CRO tools that may even be more suitable for your organisation's needs.” 

If you’re not sure where to start or have questions, our team would be delighted to talk it through. You can email Ross at

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