Now it’s official: Google is ending support for Optimize – what now?
Now it’s official: Google is ending support for Optimize – what now?
From October 1, 2023, many companies will be forced to switch to alternative testing platforms to Google Optimize, as Google will end support for Optimize and Optimize 360 on September 30, 2023.
Google wants to help businesses of all sizes improve the user experience of their websites and is therefore investing in A/B testing in Google Analytics 4. This offers customers greater efficiency.
There is disagreement about the consequences for Google Optimize resulting from the introduction of the new Google Analytics 4 platform (the new analytics standard from July 2023).
International experts also have different views. Some argue that Google Optimize is the only free tool on the market that primarily helps small and medium-sized businesses to be experimental and resource-efficient. Furthermore, it is included for most Google Analytics 360 users and is therefore the first choice.
Others, on the other hand, make it clear that a permanent experimental program cannot only be based on free and very limited platforms. In addition, the functionality of Google Optimize is limited compared to other platforms and the performance leaves a lot to be desired due to the close coupling with analytics. Optimizers and change agents, it’s up to you! Google’s announcement creates a need for action to get the desired change going.
Good management is a must to achieve the change and increase enthusiasm in the group. For the first time, many of those responsible are now aware of the need to invest in a new test tool. Change: Our approach is to first understand the current environment and jointly determine the maturity level of the affected organizations in order to then decide on the best measures. Since the use of Google Optimize does not indicate business goals, competencies, processes or the test culture in the company, a solid test is a must.
For a management buy-in, it is important to select a tool and an experimental method that are closely linked to the company’s goals. Anyone who has already successfully used Google Optimize has proof of the benefits. It is therefore advisable to make a thorough tool selection.
The software requirements must be clearly defined and relate to various business areas ( marketing , UX, legal, etc.). A comprehensive list of questions can help define relevant parameters such as business goals, feature set, interfaces, pricing segments, and data security.
It’s easy to use a program other than Google Optimize. Most of the features used in Google Analytics and Google Optimize are also available in the new tool. In the future, Google might make an API available so that segments, goals, etc. from Google Analytics can be used.
Otherwise, these settings must be set up again in the new tool. Tests should be completed as much as possible to ensure a smooth transition, and it’s worth using our runtime calculator to work out how long they’ll take.
