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Google Optimize

Google Optimize


What is Google Optimize?

Google offers the Optimize A/B testing tool for testing website content and versions.

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Recent Reviews
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Popular Features

View all 33 features
  • Standard visitor segmentation (8)
  • Multivariate testing (8)
  • a/b experiment testing (8)
  • Split URL testing (8)

Reviewer Pros & Cons

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Google Optimize



Entry-level set up fee?

  • No setup fee


  • Free Trial
  • Free/Freemium Version
  • Premium Consulting/Integration Services
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Testing and Experimentation

These features enable companies to plan, set up, and execute different types of tests (e.g. A/B, A/B/n, multivariate, split URL tests).

Avg 8.3

Audience Segmentation & Targeting

A set of tools used for website optimization experiments (e.g. A/B, A/B/n, funnel, split URL, multivariate tests) that can help users segment their audience in to different groups for the purpose of exposing specific audiences to tests or personalization efforts.

Avg 8.6

Results and Analysis

Tools that allow users to evaluate the results of website optimization tests (e.g. A/B, A/B/n, multivariate, and split URL tests), or view visitor interaction with webpages and specific site elements.

Avg 8.5
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Product Details

What is Google Optimize?

Google Optimize Technical Details

Deployment TypesSoftware as a Service (SaaS), Cloud, or Web-Based
Operating SystemsUnspecified
Mobile ApplicationNo

Frequently Asked Questions

Google offers the Optimize A/B testing tool for testing website content and versions.

Reviewers rate Results segmentation highest, with a score of 10.

The most common users of Google Optimize are from Small Businesses (1-50 employees).
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Reviews and Ratings


Attribute Ratings


(1-10 of 10)
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Score 5 out of 10
Vetted Review
Verified User
We used to use Google Optimize as our experimentation tool, where we would run ab tests and personalisations. This was used to improve performance on our current website and fix elements that we were unable to do through development resource. We used this tool as we had GA360 and it was a free tool that we could take advantage of with our remaining tool stack.
  • Ab testing capabilities
  • Personalisation
  • Reports key metrics
  • Syncs up with GA data easily
  • Lack of support from google
  • Glitchy
  • Not a large range of segmentation compared to other tools
  • No AI features
It is a little too limited for a full stack experimentation programme. Many times we required development support or tech advise but we were simply unable to get this due to it being google. This was a big problem for us. However it is quite good if you were looking to get started in experimentation and didn’t have the budgets for a wider tool.
Score 8 out of 10
Vetted Review
Verified User
We use Google Optimize to test simple landing page changes such as text change, background changes, and new features. Marketing as well as the Onsite team uses this tool, as the setup is easy and tracking performance in Google Analytics is convenient for everyone. The tool is mainly used to improve the conversion rates across different pages on the website.
  • Easy setup of tests.
  • Possibility to define the audience split.
  • Quick data connection with Google Analytics for tracking.
  • Only works for browsers, not for the apps testing.
  • Missing possibility to test complicated features.
  • Audience division in groups is not always accurate.
Google Optimize is well suited for testing small changes on the browser pages. You have the option of changing designs, texts, and some small features on the page. The audience can be divided using a long list of factors, so it makes it quite easy to set up the test. It is not well suited for complicated feature tests where you need to monitor the user over a long period or where the user is likely to use multiple sessions across multiple devices or browsers.
Score 8 out of 10
Vetted Review
Verified User
Our organization is using Google Optimize to conduct basic A/B testing experiments and to personalize experiences based on various attributes. Google Optimize allows any user to easily create experiences without having to have very technical skill sets. For some other tools we've used, that wasn't the case.
  • Easy interface for anyone to use
  • Integrates with Google Analytics
  • Easy setup with Google Tag Manager or on its own
  • Built-in reporting so you don't have to use Google Analytics
  • Increase limits for the free version
  • Add ability to work for mobile apps
The free version of Google Optimize is a no brainer for anyone running Google Analytics on their website (which should be everyone). It provides enough value at the free level to allow users to begin A/B testing on their website and allow them to begin building a ROI case to purchase the paid version (Google Optimize 360).
Score 10 out of 10
Vetted Review
Verified User
Google Optimize is used by our marketing team and our programmers and producers for testing purposes.
  • Runs A/B tests.
  • Helps us optimize our site.
  • Improves our conversion rate on the website.
  • Easier way to set some rules.
Google optimize will help you understand what is working on your website and how you can improve your pages for a better conversion rate.
Score 9 out of 10
Vetted Review
Verified User
We use Google Optimize to validate hypothesis and test assumptions as well as to prove out best converting CTAs. Using this tool eliminates the hippo effect and raises the importance of data driven decisions within our organization.
  • Navigation Testing
  • Call To Action text/button/link testing
  • Track site performance with each test version; see if the resource timing of each test has anything to do with conversion rates.
If you need to test competing for landing page designs to drive more conversion, Google Optimize is a great tool. If you need to check specific action words in a CTA, then this is perfect for measuring that.
Optimization can get a bit tricky when it comes to developing an experiment with both mobile and desktop to keep in mind. If you have a responsive site and use different images or layouts for each device size, you may need someone familiar with HTML and CSS to create the experiment correctly. Or else you risk a subset of your audience being served an inferior performing page.
Optimize would not be the tool to use if you need to test user-flows; rather, that would be a server-side testing tool.
Scot Chandler | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
I use Google Optimize with clients that don't already have an A/B solution in place and need one quickly that will handle an array of basic testing scenarios. Several other clients already have it in place, making it an ideal platform to work off of. Google Optimize is a perfect solution to help clients new to the world of A/B testing see immediate value and benefit, all verified by their existing Google Analytics data.
  • Easy to follow set up procedures. Once I walk a client through the process, it's effortless for them to emulate on subsequent tests.
  • Lots of geo and user attribute customization features to be able to drill down into specific targeted audiences — all based on the power of Google's immense data system.
  • Google Optimize is the logical choice for many people to start with since most are already familiar with and using GA.
  • The user interface could use some updating. The UX is not as smooth as it could be and lacks some of the visual appeal found on paid alternatives.
  • Reporting interface is rather bland and lacks the colorful data output often seen on competing platforms.
Great for users just getting started with A/B testing or on a budget. A wide array of native functionality, and then there is always the option of moving up to the paid version for more options. I recommend it for small to medium-sized businesses if they don't already have any test solutions installed. Since many already use Google Analytics, it's very easy to see the value in connecting one more natively integrated tool.
Score 10 out of 10
Vetted Review
Google Optimize is used primarily by the marketing team. However, the usage extends to our business team, including product owners. It's a great tool to prove a hypothesis and some highly strong opinions when it comes to implementing ideas. Any type of test eliminates guesswork as data always prove what works well with customers.
  • Easy test implementation. You're up and running once you've pinned down your hypothesis.
  • Goals and conversion points can be easily mapped to any test.
  • Customization of goals in case you don't have one setup.
  • Integrated with Google Analytics so you can correlate with other metrics under behavior and e-commerce data.
  • Some metrics like the total number of users who participated in the test doesn't exactly match Google Ads numbers.
  • Limitation on the number of concurrent tests that you can run.
  • Dashboard on hypothesis so you can rerun or repurpose a test previously ran.
Google Optimize should be on top of any business list. It's easy to implement. If you have Google Tag Manager already in place, then you actually don't need help from a developer. However, if you don't have GTM implemented then you definitely need help. But it's a one-time setup. With so many guides available online, you won't be stuck.
Meredith Walter | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Google Optimize is being used to optimize our live websites for conversion. We are working through a website optimization project where the last step of that process is to optimize. In conjunction with other research methods, we utilize Google Optimize for A/B and multivariate testing. We'll also start using Google Optimize for preliminary personalization on our websites.
  • Easy user interface that can be picked up on fast.
  • Fairly easy troubleshooting when it comes to proper code placement and configuration.
  • Fantastic reporting that clearly explains when your test has reached statistical significance.
  • Great options for really granular targeting.
  • Superb integration with Google Analytics.
  • The free version limits you to only 3 tests running at a time.
  • Sometimes page flicker can occur and implementing the page hiding snippet via GTM is rather difficult.
Google Optimize is great for those who have Google Analytics as their web analytics provider. It's also a great experimentation tool for those just beginning A/B and multivariate testing in their organization or even small business.
Score 9 out of 10
Vetted Review
Verified User
We used Google Optimize to test different variations of the webpages where getting improving lead conversion was important. It was just used in Marketing since that is where optimization comes in. We used the free version and it allowed us to make edits to pages and create variations in a very simple interface.
  • Make edits without technical knowledge
  • Understand results of campaigns using math
  • Control who sees the tests
  • The interaction of the goals of tests and Google Analytics goals was a little clunky
  • If you have different analytics accounts other than Google, it gets messy
If you don't have any budget for optimizing and want something simple, Google Optimize works well.
Santiago Valdés | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
We currently use Google Optimize for A/B and multivariate testing on our eCommerce site.
We've been using it for testing submit forms, sign-up pages, and other pages and designs like cart and checkout. It is used mainly by the marketing department (with a bit of communication with IT, but only for setup purposes).
  • The interface is very easy and intuitive. You can quickly create a test and get it running in a few minutes.
  • It connects very well with Google Analytics (in case you use it) so you can gather all the data quickly. You generally measure an A/B or MVT against a goal, so you quickly get all your GA goals, which makes it VERY easy to start a new test.
  • Reporting is nice and easy. You can see quickly whether the test is a winner, amount of users, conversions, etc.
  • We don't generally use the A/B test where you can edit your content directly on Optimize. We rather use the redirect (and we design the test), BUT it looks very easy to use, so for someone who really wants to make a very quick test (or doesn't have the support of IT), it's possible with that.
  • Integration is not good. You have to add a "flickering" code to avoid loading the actual page (in case you get the experiment and not the control). This is the main reason why I am giving them a low score. The flickering code doesn't show absolutely ANYTHING until the time you state. If you add a low time, it will show a page and then reload and show the new one, which confuses the user. So this is a very bad experience from the user's perspective.
  • Documentation regarding the "flickering" thing is not that accurate. It took a lot of time to actually get it to work. Debugging needs to improve.
We are not experts in testing, so there are probably better and more equipped alternatives out there but for our small organization with limited testing resources, this works fine. If you are a small team and you need to manage a few tests at the same time, this is probably the right choice considering it's free. If you are a bigger team that needs to add way more data and complexity to your tests you shouldn't use Google Optimize as integration might be hard. Also, if you can't stand the "flickering," try something else.
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