Google Optimize Sunset: What You Need to Know and How to Prepare

Google Optimize Sunset: What You Need to Know and How to Prepare

Firebase A/B Testing powered by Google Optimize will not be impacted.


4 min read

Google Optimize is a popular A/B testing tool that allows businesses to test different versions of their websites or apps to see which one performs better.

After September 30, 2023, Google Optimize and Google Optimize 360 will no longer be available. Google long-standing dominance with Media, Ads and Digital Analytics is now 'offloading' Google's own A/B testing tools to a third-party.

There is no shortfall of players in the business experiment tools. From open-source to Optimizely. Collaboration with Google and third-party experiment tools is ready in place and events like the one below most probably happen in your location.

A public API will be available that will allow any third-party experiment tool to connect to GA4.

This means that any third-party experiment tool is capable of sending data to and from the platform. Linking to your GA4 properties to unlock additional reporting and more importantly, to act on data from audiences’ behaviour on your sites.

Firebase A/B Testing will not be impacted by the Google Optimize sunset.

While we acknowledge that Firebase uses the Google Optimize infrastructure for inference computation, Google is committed to continuing to support and evolve Firebase A/B Testing in the future. Firebase A/B Testing will not be impacted by the Google Optimize sunset.

Source: Google Optimize Sunset.

Here are some other things you need to consider when Google Optimize sunsets:

  • Your budget. Some of the alternative tools to Google Optimize are paid, so you'll need to factor in the cost of a new tool when making your decision.

  • Your needs. Not all A/B testing tools are created equal. Some are better suited for certain types of businesses or projects than others. For example, PostHog is ideal for product teams. Take some time to think about your specific needs and requirements before choosing a new tool.

  • Your team's skills. If you have a team of experienced A/B testers, you may be able to use a more complex tool. However, if your team is new to A/B testing, you may want to choose a tool that is easier to use.

  • Your timeline. If you need to start testing immediately, you'll need to choose a tool that is easy to set up and get started with. However, if you have more time, you may be able to find a tool that offers more features and functionality.

Google Optimize Alternatives for Understanding User Behavior: HotJar and Microsoft Clarity

Google Optimize is sunsetting, but there are other tools available to help you understand user behaviour and improve your website's performance. HotJar and Microsoft Clarity - a heatmap and session recording tool is useful for understanding user behaviour by viewing what they see happening on their screen. Both can help you gain insights into how users interact with your website or app. You can see what users are clicking on, how far they scroll, and where they drop off.

  • See what users are seeing. Heatmaps show you where users are clicking, scrolling, and dropping off on your website. This information can help you identify areas where your website can be improved.

  • Understand user behaviour. Session recordings allow you to watch how users interact with your website in real-time. This can help you identify usability issues and areas where users are getting confused.

  • Get feedback from users. Feedback polls allow you to collect feedback from users about their experience on your website. This feedback can be used to improve your website and make it more user-friendly.

Such information can help you improve your website's usability and conversion rate. Use HotJar and Microsoft Clarity as the first step to gather qualitative data about your user behaviour, gain (infer) insight, and formulate a testable hypothesis for your next a/b testing experiments.

In addition, HotJar and Microsoft Clarity can serve as troubleshooting tools when you are working with tech support and developers.

Zoho PageSense alternative to Google Optimize

In the same league as Google Optimize (in terms of user-friendliness), Zoho PageSense can be a good substitute. It also encompasses heat map, and session recordings like what HotJar and Clarity offer.

Keep Experimenting

Don't let this sunsetting of Google Optimize - a user-friendly CRO (conversion rate optimization) tool be one excuse not to test.

Get first A/B test free

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