Guide Β· Tool Replacement
Google Optimize is gone. Your testing program doesn't have to be.
Google shut down Optimize in September 2023 and a lot of teams never replaced it. The free tier was hard to give up, and the enterprise tools that stepped in start at enterprise prices. If your testing program has been on pause since, here is what to look for in a replacement and how to be running experiments again.
Tailor scans your live ads and pages and shows what it would test first. The scan is free and takes minutes.
Last updated September 21, 2026
Teams running Tailor
Guide
What Optimize users actually need in a replacement
Visual editing without a development queue. Optimize's visual editor was the point: marketers shipped tests without engineering. The replacement should keep that. Tailor edits live pages in the browser, and its agents can draft the variant for you.
GA4 integration that works with your existing setup. Optimize's strongest advantage was native Google Analytics reporting. Tailor pushes experiment exposure events to the dataLayer for GA4 through Google Tag Manager. It supports Amplitude and Segment the same way, so results live where your team already looks.
A price that is not an enterprise contract. Optimizely, VWO, and AB Tasty are built and priced for enterprise experimentation programs. If Optimize's free tier fit you, those quotes may not. Tailor starts with a free scan and prices for growth teams.
Something Optimize never had: the ideas. Optimize ran the tests you thought of. Tailor also finds them. It reads your ads, keywords, and pages, keeps a ranked queue of upcoming tests with variants already built, and launches them on your approval.
Guide
Testing again without a migration project
- Install the script. Add it directly or as a Google Tag Manager custom HTML tag, the same way many teams installed Optimize.
- Rebuild your first test in the browser. Open the page, edit the headline or layout, and launch a 50/50 test.
- Connect GA4 and your ad accounts. Results stay in the tools you already use, and the test-ideas queue reflects your real spend.
Read the installation guide, GA4 event setup, and A/B testing guide for the implementation details.
Guide
When Tailor is the right replacement, and when it is not
Choose an enterprise platform such as Optimizely, VWO, or AB Tasty if you have a dedicated experimentation team running deep product experiments behind login, server-side feature tests, and a statistics culture to match. That is what those tools are built and priced for.
Choose Tailor if you are a growth or marketing team testing landing pages and conversion paths, especially for paid traffic, and the thing that stopped your testing program was capacity, not ambition. Tailor finds the gaps between your ads and pages, builds the tests, launches them on your approval, and measures results in revenue. See how it compares with Optimizely and VWO.
FAQ
Frequently asked questions
Google shut down Optimize and Optimize 360 in September 2023. Existing experiments stopped running, and Google pointed users toward third-party A/B testing tools that integrate with GA4.
Nothing free matches everything Optimize did. Tailor's scan is free and shows what it would test on your site before you pay anything.
Yes. Tailor pushes experiment exposure events to the dataLayer, which GA4 picks up through Google Tag Manager. Amplitude and Segment are supported the same way.
No. Install one script, then edit pages and launch tests in the browser. If you used Optimize's visual editor, the workflow will feel familiar, except Tailor's agents can also draft the tests for you.
Most replacements are testing engines: you supply the ideas, build the variants, and read the results. Tailor runs the loop. It reads your ads and pages, proposes ranked tests with variants already built, launches them on your approval, and reports results in revenue.
There is nothing to migrate automatically, but recreating a test is straightforward: open your page in the editor, make the change, and launch. The free scan is a fast way to rebuild your testing roadmap from your live site and ads.
Two years without a testing tool is long enough.
Scan your ads and pages free. Your first test queue is minutes away.