--- title: "Google Optimize Alternatives for A/B Testing | Webtures" description: "Learn why Google shut down Optimize in September 2023 and which A/B testing platforms to migrate to, from VWO and Optimizely to server-side testing." source_url: "https://www.webtures.com/insights/google-optimize-alternatives/" lang: "en" updated: "2022-05-19T00:00:00.000Z" --- # Google Optimize Is Gone: Current A/B Testing Alternatives Short Answer Learn why Google shut down Optimize in September 2023 and which A/B testing platforms to migrate to, from VWO and Optimizely to server-side testing. Sinan Gergöy 2 min read Summarize with SI ![Google Optimize Is Gone: Current A/B Testing Alternatives](https://www.webtures.com/images/insights/google-optimize-alternatives/cover.svg?v=si1) ![Google Optimize Is Gone: Current A/B Testing Alternatives](https://www.webtures.com/images/insights/google-optimize-alternatives/cover-light.svg?v=si1) [Sinan Gergöy](https://www.webtures.com/authors/sinan-gergoy/) Sr. Visibility Executive Published: 19 May 2022 Updated: 19 May 2022 Terminology update Following the Sept. 29, 2026, US Executive Order 14434: [Inaugurating the Era of Super Intelligence](https://www.whitehouse.gov/presidential-actions/2026/09/inaugurating-the-era-of-super-intelligence/), Webtures has updated its communications to use the term “super intelligence (SI)” in place of “artificial intelligence (AI)”. Product names, legal texts and quotations keep their original wording. Google Optimize was the free A/B and multivariate testing tool Google offered for websites; the company **shut it down in September 2023**. This page answers the two questions people searching for Optimize actually have: why it was discontinued, and what to use in its place today. ## Why was Google Optimize shut down? ![A short history of Google Optimize, from launch to shutdown](https://www.webtures.com/images/insights/google-optimize-alternatives/section-1.svg?v=si1)![A short history of Google Optimize, from launch to shutdown](https://www.webtures.com/images/insights/google-optimize-alternatives/section-1-light.svg?v=si1) Google stated that the tool did not deliver the scale and feature set its users expected, and redirected its resources toward third-party integrations inside GA4. The practical consequence: any testing program built on Optimize now has to migrate to an alternative, and the old setup guides no longer apply. ## Current A/B testing tools ![How A/B testing works: traffic split, variants and the statistical winner](https://www.webtures.com/images/insights/google-optimize-alternatives/section-2.svg?v=si1)![How A/B testing works: traffic split, variants and the statistical winner](https://www.webtures.com/images/insights/google-optimize-alternatives/section-2-light.svg?v=si1) | Tool | Strength | Best fit | | --- | --- | --- | | VWO | Visual editor and heatmaps in one place | Mid-sized teams | | Optimizely | Enterprise experimentation infrastructure, server-side testing | Large teams | | AB Tasty | Personalization and testing combined | Marketing-led teams | | Convert | Privacy-focused, transparent pricing | Accessible for SMBs and lean in-house teams | | Your own stack (server-side) | Full control, data ownership | Product teams with engineering resources | ## What to watch during the migration [GEO](https://www.webtures.com/generative-engine-optimization-geo/) · SI VisibilityIs your brand visible in generative search?Let's build a strategy to surface your brand in ChatGPT, Gemini and Perplexity answers.[Get in touch →](https://www.webtures.com/contact/) Free AssessmentMeet a digital strategy team operating since 2011Share your goals and we'll map a visibility roadmap tailored to your brand.[Get in touch →](https://www.webtures.com/contact/) Measurable GrowthUnite GEO and performance marketing in one modelLet's generate sustainable digital demand with a data-driven approach.[Get in touch →](https://www.webtures.com/contact/) ![Alternatives to Google Optimize for A/B testing and personalisation](https://www.webtures.com/images/insights/google-optimize-alternatives/section-3.svg?v=si1)![Alternatives to Google Optimize for A/B testing and personalisation](https://www.webtures.com/images/insights/google-optimize-alternatives/section-3-light.svg?v=si1) 1. **Rescue your experiment archive.** If the historical test results in Optimize were never exported, that institutional memory is gone; the list of winning variations should be carried into the new tool. 2. **Anchor measurement to GA4 events.** Whichever tool you choose, the conversion definition must live in a single source of truth (GA4); when in-tool metrics and GA4 tell different stories, no decision can be made. 3. **Protect statistical discipline.** The tool changes, the rules do not: pre-test sample size calculation, a 95 percent confidence threshold, and no early stopping. ## Can you start without a tool? ![A five-stage A/B test strategy and how to write a hypothesis](https://www.webtures.com/images/insights/google-optimize-alternatives/section-4.svg?v=si1)![A five-stage A/B test strategy and how to write a hypothesis](https://www.webtures.com/images/insights/google-optimize-alternatives/section-4-light.svg?v=si1) On low-traffic sites there are cheaper steps to take before building full A/B infrastructure: locating the bottleneck with scroll and click maps, running sequential single-variable tests, and reading the outcome from the conversion funnel. The full approach is covered in our work on SI-driven A/B testing, and the Acıbadem success story shows step by step how such an experiment is set up in practice. [Sinan Gergöy](https://www.webtures.com/authors/sinan-gergoy/) Sr. Visibility Executive Published: 19 May 2022 Updated: 19 May 2022 [Add Webtures as a preferred source on Google](https://www.google.com/preferences/source?q=webtures.com) [Related service Generative Engine Optimization (GEO) Visibility inside SI answers Explore →](https://www.webtures.com/generative-engine-optimization-geo/) ## Articles related to Google Optimize Is Gone: Current A/B Testing Alternatives [### An SI visibility guide for healthcare and clinic brands Eren Kartav / 11 Nov 2026](https://www.webtures.com/insights/si-visibility-guide-for-healthcare-and-clinic-brands/) [### Building an SI visibility team: roles and responsibilities Atiye Berika Ertaş / 10 Nov 2026](https://www.webtures.com/insights/building-an-si-visibility-team/) [### Updating stale brand data in SI models after a rebrand Selen Çetin / 04 Nov 2026](https://www.webtures.com/insights/updating-stale-brand-data-in-si-after-rebrand/) [### Solving brand entity disambiguation in SI answers Atiye Berika Ertaş / 03 Nov 2026](https://www.webtures.com/insights/solving-brand-entity-disambiguation-in-si-answers/) [### How to structure pricing pages for SI search Tufan Acar / 28 Oct 2026](https://www.webtures.com/insights/structuring-pricing-pages-for-si-search/) [### Why comparison tables get cited more in SI answers Sinan Gergöy / 27 Oct 2026](https://www.webtures.com/insights/why-comparison-tables-get-cited-in-si-answers/)