analytics-dictionary / tool overview / experimentation

Google Optimize (sunset)

Google Optimize was Google free A/B testing tool, discontinued on 30 September 2023.

Written by Reflective Data experts · updated Oct 5, 2026

It integrated with Google Analytics and offered a visual editor for client-side tests. After its sunset, teams migrated to other experimentation platforms.

If you have historical Optimize data or tests, export it while you still can, and choose a new platform that fits your analytics and data stack.

A/B test GrowthBook Optimizely VWO

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Experimentation program

An experimentation program is the organisation, process and tooling that lets a company run experiments consistently.

exposure-logging.md

Exposure logging

Exposure logging records the moment a user is actually shown a variant, so analysis only includes…

fooc.md

Flash of original content (FOOC)

FOOC is when visitors briefly see the original page before a client-side test applies the variant.

effect-size.md

Effect size

Effect size is the magnitude of a difference between variants, not just whether it exists.

multi-armed-bandit.md

Multi-armed bandit

A multi-armed bandit shifts traffic towards better-performing variants while a test is still running.

sequential-testing.md

Sequential testing

Sequential testing uses statistical methods that remain valid when you check results repeatedly while a test…

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