What happened to Google Optimize?

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.

Is there a free replacement for Google Optimize?

Nothing free matches what Optimize did at its price (nothing beats free). Tailor's scan is free and shows what it would test on your site before you pay anything, and paid plans start far below enterprise testing tools like Optimizely.

Does Tailor integrate with GA4 like Optimize did?

Yes. Tailor pushes experiment exposure events to the dataLayer, which GA4 picks up through Google Tag Manager, so you can analyze experiments in the GA4 property you already use. Amplitude and Segment are supported the same way.

Do I need a developer to switch?

No. Install one script (Google Tag Manager works), and you edit pages and launch tests in the browser. If you used Optimize's visual editor, the workflow will feel familiar, except Tailor's agents also draft the tests for you.

How is Tailor different from other Optimize replacements?

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. You approve; it executes.

Can I migrate my old Optimize experiments?

There is nothing to migrate automatically, but recreating a test takes minutes: 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.

Tailor AI

Guides/Google Optimize Replacement

Guide · Tool Replacement

Google Optimize is gone. Your testing program doesn't have to be.

Last updated July 28, 2026

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's what to look for in a replacement, and how to be running experiments again this week.

Free. Tailor scans your live ads and pages and shows what it would test first. Results in minutes.

The checklist

What Optimize users actually need in a replacement

Visual editing, no dev 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; if anything, the agents now draft the variant for you.

GA4 integration that just works

Optimize's killer feature was native Google Analytics reporting. Tailor pushes experiment exposure events to the dataLayer for GA4 via Google Tag Manager, and supports Amplitude and Segment the same way, so results live where your team already looks.

A price that isn't an enterprise contract

The reflex replacements (Optimizely, VWO, AB Tasty) are built and priced for enterprise experimentation programs. If Optimize's free tier fit you, those quotes won't. Tailor starts with a free scan and prices for growth teams, not procurement departments.

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.

Switching

Testing again in an afternoon

1Install the script, directly or as a Google Tag Manager custom HTML tag, the same way you installed Optimize.
2Rebuild your first test in the browser: open the page, edit the headline or layout, launch as a 50/50 test. Minutes, not a migration project.
3Connect GA4 and your ad accounts so results read out in the tools you already use, and so the test-ideas queue reflects your real spend.

Setup details: install guide, GA4 events, A/B testing docs.

The honest comparison

When Tailor is the right replacement, and when it isn't

Choose an enterprise platform (Optimizely, VWO, 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's what those tools are built and priced for.

Choose Tailor if you're a growth or marketing team testing landing pages and conversion paths, especially for paid traffic, and the thing that killed 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 to Optimizely and VWO in detail.

FAQ

Frequently asked questions

Keep reading

A/B Testing and Analytics Tailor vs Optimizely Tailor vs VWO Testing Without Eng Bottlenecks A/B Testing Docs Sending Events to GA4

Two years without a testing tool is long enough.

Scan your ads and pages free. Your first test queue is minutes away.