On September 30, 2023, Google pulled the plug on one of the most beloved tools in digital marketing. Google Optimize — the free, simple A/B testing platform used by millions — was gone. No warning. No migration path. Just... gone.
If you're reading this, you probably used Optimize. Maybe you're still looking for a replacement that doesn't cost $50,000/year or require a PhD to set up. Let's talk about what really happened, and what you should do now.
The Timeline
Google Optimize launches as free A/B testing tool
Optimize becomes the default choice for SMBs and startups
Google announces Optimize will be discontinued
Google Optimize officially shuts down
Millions of users scramble for alternatives
The Real Reasons Google Killed Optimize
Google's official statement was vague: they wanted to "invest in solutions that help customers." But reading between the lines, several factors made Optimize's death inevitable:
1. It Wasn't Making Money
Optimize was free for most users. The paid version (Optimize 360) required Google Analytics 360, which costs $150,000+/year. Very few companies paid. Google was essentially running a free service that competed with their advertising partners.
2. GA4 Integration Headaches
When Google forced everyone to migrate to GA4, rebuilding Optimize's integration would have been a massive engineering effort. Rather than rebuild, they chose to sunset.
3. Strategic Shift Away from Free Tools
Google has been systematically reducing free offerings. Optimize followed the same path as Google Hire, Google+, and countless other products. If it doesn't drive ad revenue, it's on borrowed time.
4. Privacy Regulations
GDPR, CCPA, and cookie consent requirements made third-party testing tools more complex. Google may have decided the regulatory burden wasn't worth it for a free product.
The Impact Was Massive
Estimates suggest 2-3 million websites used Google Optimize. Overnight, they lost their testing capability. Most enterprise alternatives cost $10,000-$100,000/year — pricing that's simply impossible for startups and small businesses.
What to Do Now
Here's the good news: the void Google left has created space for better tools. Modern alternatives can be faster, simpler, and more affordable than Optimize ever was.
If you need a direct replacement
ExperimentHQ was built specifically to fill the Optimize void. Same simplicity, free tier included.
If you have enterprise budget
VWO or Optimizely are mature platforms, but expect $10K-$100K/year.
If you're technical
You could build your own with feature flags, but expect weeks of engineering time.
Why We Built ExperimentHQ
When Google Optimize died, we looked at the alternatives. They were either too expensive, too complex, or too slow. So we built what Google Optimize should have evolved into: a modern, fast, simple A/B testing platform with a free tier. No enterprise bloat. No sales calls required. Just experiments.
The Silver Lining
Google's exit created opportunity. Independent tools can now innovate without competing against a free Google product. The A/B testing space is healthier for it — with more focused, specialized tools that actually care about their users.
The era of relying on Google for free tools is over. The era of purpose-built, founder-led alternatives has begun.