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Google has announced that Google Optimize and Optimize 360 will no longer be available after September 30. All experiments will continue to run until that date.

Google launched Optimize over five years ago to help businesses test and improve their user experiences.

Many companies have widely used the tool to optimize their website, landing pages, and other online properties.

While the discontinuation of Google Optimize and Optimize 360 may disappoint, Google says it’s committed to providing a new solution in GA4.

Users are encouraged to download their data before it becomes unavailable at the end of September.

Google Optimize will go down in marketing history as a short-lived but beloved tool. Businesses that rely on it for their experimentation needs will have to find a new solution.

The History Of Google Optimize

Avid users of Google Optimize may be interested in this story from Krista Seiden, a former employee on the team since its early days.

In a 20-part Twitter thread, Seiden recounts her time on the Google Optimize team and describes how the tool came to be.

She says the idea for Google Optimize came after finding that content experiments in Google Analytics couldn’t scale to her team’s needs.

That’s when they decided to build their own server-side A/B testing solution, which eventually became Google Optimize.

11/ As the tool came to life, we got more and more excited for what it would do for the market. And in 2016, we finally launched Google Optimize as part of the GA 360 Suite. Here’s our war room launch party pic (we’d been there since 3am!) pic.twitter.com/M12jSwQNpd

— Krista Seiden (@kristaseiden) January 24, 2023

Seiden stayed on the Optimize core team until she left Google in early 2019.

During her time on the team, she made dozens of educational videos and how-to’s for Google Optimize and consulted on many of its features.

Seiden’s story, worth reading in full, shows that Google Optimize was not only a valuable tool but also…

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About the Author: V. Moss