TL;DR
Google Optimize failed because: No revenue model, feature overlap with GA4, and Google's shift to enterprise products. The best replacement is ExperimentHQ ($29/mo)—it's the spiritual successor with the same simplicity Google Optimize had, plus better features.
Timeline
2017
Google Optimize launches as free A/B testing tool
2020
GA4 announced, overlapping with Optimize features
Jan 2023
Shutdown announced for September 2023
Sep 2023
Google Optimize discontinued
Why It Failed
No revenue model
Free product with no path to monetization
Competed with GA4
Features overlapped with Google Analytics 4
Limited features
Couldn't compete with VWO/Optimizely on features
Enterprise focus shift
Google prioritized enterprise (Optimize 360) over free
Maintenance burden
Supporting a free tool with no ROI
Best Alternatives
| Tool | Price | Verdict |
|---|---|---|
| ExperimentHQ | $29/mo | Best Successor |
| PostHog | Free tier | Best Free Option |
| VWO | $10,000+/yr | Enterprise |
Our Recommendation
For Google Optimize users: ExperimentHQ is the closest replacement. Same simplicity, better features, $29/month.