What was it?
Free A/B testing and personalization tool from Google. Integrated with Google Analytics.
What happened?
Google sunset Optimize and Optimize 360 with no direct replacement. Pushed users to third-party tools.
Migration Guide
PostHog (free, self-hostable), VWO, Optimizely, or LaunchDarkly for feature flags and A/B testing.
Replacements compared
1 tracked replacement for Google Optimize, 1 of them with a free plan, cheapest paid from $0/mo.
| Tool | Pricing | Free plan | GitHub stars |
|---|---|---|---|
| PostHog | freemium — from $0/mo | yes | 35,200 |
Timeline & context
Google Optimize shut down in September 2023, 3 years ago. It sat in the analytics category, where Soft.xyz tracks 7 discontinued products in total. If you are still running it in production, the migration path above is the shortest route off it.
FAQ
Why did Google Optimize shut down?
Google sunset Optimize and Optimize 360 with no direct replacement. Pushed users to third-party tools.
What should I migrate Google Optimize to?
PostHog cover the same use case. PostHog (free, self-hostable), VWO, Optimizely, or LaunchDarkly for feature flags and A/B testing.
Is there a free alternative to Google Optimize?
Yes — 1 of 1 tracked alternatives still offer a free plan.