Google Optimize to sunset with the rise of Google Analytics 4

by: Zain Alami02/06/2023

Quick Summary Google just announced that resources are being shifted from maintaining Google Optimize to improving the capabilities and features of Google Analytics 4 (GA4) to act as a central measurement and data intelligence hub. More on what to expect and how to assess the best course of action to meet your business optimization goals...

As marketers and eCommerce merchants prepare for a cookieless future following the Google Universal Analytic Sunset announcement, Google just announced another sunset on the horizon; Google Optimize and Optimize 360. 

After over 5 years of enabling businesses to A/B test and improve user experiences, these longstanding testing and analytics products will only be available until the 30th of September. 

Though this announcement might have taken the eCommerce industry by storm, Google expressed its commitment to continuing to bring the most effective solutions and integrations to customers, especially as we look toward the future with Google Analytics 4 which will go live on the 1st of July, 2023 and will allow merchants to connect their Google Optimize containers.

An agnostic measurement platform that integrates with various third-party testing tools

As strategists begin to wonder about the role Google will play in testing and creating better experiences for their customers, Google reiterated that the main goal behind the sunset is to focus on its core strengths when it comes to measurement and insights, powered by machine learning. 

Resources are being shifted from maintaining Google Optimize to improving the capabilities and features of Google Analytics 4 (GA4) to act as a central measurement and data intelligence hub. This in turn will create a better and more inclusive platform aimed at improving experimenting experiences - all while addressing the previous limitations in some features and the need for experimentation testing. 

The recommended course of action: 

Current Google Optimize users are strongly advised to download their historical data from within the Optimize user interface before September 30, 2023, as they will no longer have to access them post-sunset date. 

While we know that GA4 will integrate AB testing features, the actual platform capabilities might still not be very clear to many practitioners which is why probing another user experience testing and experimentation solution might sound like a sensical course of action for some.  

To effectively do so, one must revisit the specific needs of their organization as well as use cases of how they previously leveraged Google Optimize. Was it for:

  • Testing and optimizing upper-funnel landing pages?

  • Targeting landing page content based on acquisition campaigns?

  • AB testing layouts, content types, and copy across your site?

  • Optimizing conversion rates?

  • Personalizing homepage banners and call-to-actions based on previous sessions?

  • Personalizing acquisition and retention messaging? 

  • Or all? 

By clearly assessing the needs of the organization and its current personalization/experimentation maturity, merchants can narrow down their options for another testing platform.

We leverage the power of experience platforms to create high-converting and personalized digital experiences that are backed by AB testing and data.

Avex works closely with Dynamic Yield, Omniconvert and other A/B testing solutions to help customers with their testing, personalization and product recommendation needs. Our team has extensive experience with various A/B testing and personalization tools and can help you find an alternative solution, potentially with limited data loss.

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