Highlights of the Article
As we enter 2023, there’s already big news from Google. Recently, Google announced that its popular marketer tool, Google Optimize and Optimize 360, will no longer be usable after September 30, 2023.
Google Optimize has been one of the popular tools since its first release five years ago. Although this service termination by Google may disappoint marketers, Google has hinted that there may be new solutions with features similar to GA4 available soon. Let’s see what the details are together.
What is Google Optimize?
Many people are probably familiar with using Google Optimize because it’s one of Google’s Marketing Tools developed to provide free usage as a gateway to the world of marketing experimentation. It can be considered a tool used to simulate or test to find the website format that users like best, or in other words, helping to do A/B testing on various pages. It’s suitable for work related to UX/UI Designers, able to simulate things like:
- CTA buttons to test which button style, color, gives better results, higher Click Rate
- Text (Copy) which set of texts helps people make decisions more
- Images such as whether using real people images or graphic images attract more
Initially, Google Optimize was only available on Google Analytics 360 before being released for free on March 30, 2017. Later, to support small to medium-sized businesses to improve their performance even better.
Besides doing A/B testing, it can also be used to simulate Multivariate Test and Split URL Test.
Google to Discontinue Google Optimize Service Within 2023
Recently, Google has announced that Google Optimize and Optimize 360 will be officially discontinued on September 30, 2023. Users will be able to use the tool until that date. Google recommends that users download their data before September 30th (Export Optimize Report Data).
What Should Marketers Do Next?
For those who use Google Optimize, it’s probably time to say goodbye. It may be disappointing, but it should be noted that Google’s current direction is to have everyone switch to using Google Analytics 4 completely. It’s possible that in the near future, other standalone marketing tools from Google might be discontinued in the same case.
Therefore, it would be best to start studying and trying out Google Analytics 4 now. You can read more information about GA4 in our Blog to prepare yourself.
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