Google Optimize was Google's website testing and personalization tool, part of Google Marketing Platform. It ran A/B tests: a share of visitors sees a changed version of a page, and the tool measures which version reaches a goal more often. Google closed Optimize and Optimize 360, its version for enterprises, on September 30, 2023. This card is based on the archived product pages of June 2023 and on Google's shutdown notice.
Optimize supported A/B/n tests (several versions of one page), multivariate tests (combinations of several elements on a page) and redirect tests, also called split URL tests. A visual WYSIWYG editor created page variants without changing the site's code, and a code editor accepted raw HTML, JavaScript and CSS. Targeting rules showed variants by browser, operating system, device, location or behavior. Optimize used Google Analytics data, reported results with Bayesian statistical methods, and tested custom landing pages for Google Ads campaigns.
The standard version was free. Google now points users to A/B testing tools that integrate with Google Analytics: AB Tasty, Optimizely and VWO.