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Navigating the Sunset of Google Optimize: What Businesses Need to Know


Google Optimize

A recent announcement from Google has sent ripples through the digital marketing community, as the tech giant declared its decision to sunset Google Optimize as of September 30th, 2023. This development marks a significant change in the experimentation and Conversion Rate Optimisation (CRO) toolkit for countless businesses worldwide.


First and foremost, for those who have been using Google Optimize, it's crucial to act swiftly to safeguard any data of value from previous experiments. Google has provided a comprehensive guide on how to export your data, which can be found in their official support documentation. This will ensure that the insights garnered from your past experiments are preserved for future reference and analysis.


Google is integrating the functionality of Google Optimize into GA4, making it easier for businesses to streamline their experimentation efforts. For those who are unfamiliar with GA4, it's the next generation of Google Analytics, designed to provide more comprehensive insights into user behaviour across various platforms and devices. The integration of experimentation features into GA4 aims to create a more cohesive and data-driven approach to optimisation, performance and experimentation.


What will testing in Google Analytics look like moving forward?

If you are not wanting to utilise the capabilities of GA4 and still want to leverage CRO platforms Google has provided some insight into their plans. Google Optimize will continue to be available until September 2023. In preparation for the sunset, Google is actively collaborating on integrations with several renowned A/B testing providers such as:


  • AB Tasty

  • Optimizely

  • VWO


This partnership opens up new avenues for experimentation and optimisation, ensuring that businesses can seamlessly transition to alternative platforms while continuing to refine their digital strategies.


Preparing for the change - Some key steps for businesses to consider during this transition:


  1. Familiarise Yourself with GA4: If you haven't already, take the time to explore GA4 and understand its features. This will help you make a smoother transition and harness the full power of the integrated experimentation tools.

  2. Update Your Tags and Events: Ensure that your website or app is properly tagged and configured to work seamlessly with GA4. This step is essential for accurate data collection and analysis.

  3. Recreate Your Experiments: Transitioning experiments from Google Optimize to GA4 may require some adjustments. Recreate your experiments in GA4, taking advantage of the enhanced features and capabilities.

  4. Educate Your Team: Ensure that your digital team members are well-versed in using GA4 for experimentation. Training and collaboration will be key to making the most of this transition.

  5. Monitor and Analyse: As you start conducting experiments in GA4, closely monitor the results and use the insights to refine your digital strategy. GA4 offers more extensive data analysis capabilities, so take advantage of them to drive better outcomes.


While the sunset of Google Optimize may pose challenges, it also presents opportunities for businesses to enhance their experimentation and optimisation efforts. By taking the necessary steps to safeguard existing data, embrace GA4, and adapt to the changes, businesses can continue to thrive in the ever-evolving digital landscape.


Change is inevitable in the tech world, and adaptation is the key to success. Embrace this transition as a chance to refine your experimentation strategies and stay ahead in the competitive digital arena.


For more information about the sunset of Google Optimize visit the Google Support Hub.




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