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Google Sunsetting Google Optimize in September

Google is sunsetting their analytics and testing tool Google Optimize, formerly called Google Website Optimizer, effective on September 30th, 2023, according to an official announcement from the company.

“Google Optimize and Optimize 360 will no longer be available after September 30, 2023. Your experiments and personalizations can continue to run until that date” the company said in an official statement.

The company went on to explain the decision: “We remain committed to enabling businesses of all sizes to improve your user experiences and are investing in A/B testing in Google Analytics 4. We are focused on bringing the most effective solutions and integrations to our customers, especially as we look toward the future with Google Analytics 4.

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.”

The went on to tell current users: “We encourage all users to download their historical data from within the Optimize user interface before September 30, 2023.”

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