Official statement

We remain committed to enabling businesses of all sizes to improve your user experiences and are investing in A/B testing in Google Analytics 4. We are focused on bringing the most effective solutions and integrations to our customers, especially as we look toward the future with Google Analytics 4.

Optimize, though a longstanding product, does not have many of the features and services that our customers request and need for experimentation testing. We therefore have decided to invest in solutions that will be more effective for our customers.

At Reflective Data, we’re sad to see Google Optimize go. Especially because it enabled so many smaller teams to get started with experimenting with their site.

On the other hand, this will create a big opportunity for the other, dedicated experimentation vendors, to fill this cap in the market.

We’re quite sure, GA4 will improve its experimentation reporting capabilities but running the experiments themselves will likely stay outside of Google’s ecosystem.

Either way, if you have run experiments on Google Optimize, you should export your data ASAP. If you need help, we’ve got you covered.