Sunsetting and Farewell to Google Optimise

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So it’s going, not quite yet but come September 30th 2023 Google are pulling the plug (sunsetting) on Optimise and Optimise 360. Coincidently the same day that UA was due to be sunset for 360 customers.

It’s not all bad news as it looks like they are going to roll some AB functionality into the GA4 product itself. According to Googles announcement there may be something better on the way.

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.

integration with GA4 makes a lot of sense in my mind at least. As the capabilities within GA4 rapidly increase and the AI behind it improves I can only see good things for the possibilities of leveraging user segments within tests.

Time will tell, for one I’m excited to see what GA4 will have in store.

photo credit Graeme Brogan 

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