Google will pull the plug on A/B testing tool Optimize in October

Google is discontinuing website optimization tools Optimize and Optimize 360. These tools can be used to perform A/B tests on websites. Most of the features of both tools will end up in Google Analytics 4, the company says.

Google pulls the plug on the tool on September 30, says the company. Until then, users can export their data or retrieve older data via the Analytics Data API. Those dates disappear completely after September 30. Administrators can still renew their paid contracts of the premium Optimize 360 ​​service, but until that date at the latest. Users with a contract that lasts longer will receive a refund.

Optimize is a tool to A/B test websites and was mainly used by marketers. Google says Optimize was missing many features that customers asked for. The company is now opting to implement those features in Google Analytics 4, the forthcoming new version of the tool. This makes it easier to perform A/B tests on websites.