--- 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 AI ![Google Optimize Is Gone: Current A/B Testing Alternatives](https://www.webtures.com/images/insights/google-optimize-alternatives/cover.svg) ![Google Optimize Is Gone: Current A/B Testing Alternatives](https://www.webtures.com/images/insights/google-optimize-alternatives/cover-light.svg) [Sinan Gergöy](https://www.webtures.com/authors/sinan-gergoy/) Sr. Visibility Executive Published: 19 May 2022 Updated: 19 May 2022 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)![A short history of Google Optimize, from launch to shutdown](https://www.webtures.com/images/insights/google-optimize-alternatives/section-1-light.svg) 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)![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) | 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/) · AI 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)![Alternatives to Google Optimize for A/B testing and personalisation](https://www.webtures.com/images/insights/google-optimize-alternatives/section-3-light.svg) 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)![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) 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 AI-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 AI answers Explore →](https://www.webtures.com/generative-engine-optimization-geo/) ## Articles related to Google Optimize Is Gone: Current A/B Testing Alternatives [### How to Build a GEO Strategy for Cosmetics and Beauty Brands? Tufan Acar / 09 Sept 2026](https://www.webtures.com/insights/how-to-build-a-geo-strategy-for-cosmetics-and-beauty-brands/) [### GEO Predictions for 2027: Where Does AI Search Go Next Year? 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