Google Optimize Alternatives: 5 Best A/B Testing Tools (2026)

Google Optimize was sunset on 30 September 2023, and any experiments or personalisations still running on that date were switched off. At the time, it was by far the most widely used A/B testing and conversion optimisation tool, with an estimated 61% market share. If you’re still looking for a replacement, this guide compares the tools most teams have switched to.

Note: we have made the assumption that if you are a free Google Optimise user, you likely don’t have a huge budget for AB testing and CRO. Enterprise CRO platforms and CTAs such as the below with no pricing information available results in exclusion from our Google Optimise alternatives list:

• Request pricing (Optimizely)

• Talk to us (Coveo)

• Talk to sales buttons (Dynamic Yield)

• Schedule a demo (Evolv)

• Book a demo (Symplify)

• Get a demo (Kameleoon)

What was the Google Optimize announcement?

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. Any experiments and personalizations still active on that date will end.

We launched Google Optimize over 5 years ago to enable businesses of all sizes to easily test and improve your user experiences. 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.

https://support.google.com/optimize/answer/12979939

What are some Google Optimize alternatives?

For the vast majority of growth marketers, the core requirement of AB testing platforms is largely very similar. Typically this includes:

• Enabling A/B testing logic in Javascript code

• A graphical interface for making changes

• Controlling which visitors see which experience (A v B)

• A statistical engine and analysis for determining the winning experience

Based on the above, we have included a number of Google Optimize alternatives below with the caveat that these may not be applicable to advanced users and developers.

Google Analytics 4 (GA4)

Google never shipped native A/B testing in GA4. Instead of building it in-house, Google confirmed it would invest in third-party integrations instead:

We are collaborating on integrations with the following A/B testing providers: AB Tasty, Optimizely, VWO. We have made our APIs publicly available so anyone can integrate their A/B testing tool with Google Analytics.

Google Analytics Help

So if you’re a GA4 user, the practical path is picking one of those three (or another tool from the comparison below) and connecting it to GA4, rather than waiting for built-in testing that isn’t coming.

ABTasty

If you’re an existing Google Optimize user, the ABTasty alternative is their Client-side experiments product.

As we like to say, experimentation makes perfect. Test your website, app, features and so much more to be sure you’re driving the highest possible ROI from your digital touchpoints.

abtasty.com

Here are some of the core features and functionality:

• AB Testing

• Multipage testing

• Split testing

• Multivariant testing

• Granular segments and targeting

• Graphic variations

• Goals

• Traffic allocation

• Third-party data integrations

• Bayesian statistics engine

• Track experiment ROI

The best Google Optimize alternatives compared

Final thoughts on finding a Google Optimize alternative

For most teams, the decision comes down to three questions: how many monthly tested visitors do you need, do you already use a tool (like PostHog) that includes A/B testing for free, and how much vendor support and onboarding you need. Convert.com and VWO remain the two most common replacements for teams migrating off Google Optimize, AB Tasty and Optimizely suit larger enterprise programmes, and PostHog is worth checking first if you’re already tracking product analytics there.

Most important is to pick one, and get started building an experimentation culture.

About Growth Method

Picking a Google Optimize alternative solves the tooling problem, but the harder problem is building a habit of testing once you have it. Growth Method is the agentic marketing platform for B2B teams: plan your strategy, ship campaigns, and learn what works, all in one place, for people and agents.

Whichever A/B testing tool you land on, Growth Method is where the experimentation discipline actually lives - the hypothesis gets written down, the test gets launched against a real before-metric, and the result gets analysed against that baseline, rather than a “did we ship it” checkbox. It’s the layer most teams are missing once the testing tool itself is sorted.

Apply for early access to see how.

Frequently asked questions

What replaced Google Optimize?

Google Optimize and Optimize 360 were sunset on 30 September 2023 and were not replaced with a native Google product. Instead, Google now integrates with third-party A/B testing tools, publicly naming AB Tasty, Optimizely and VWO as partners for Google Analytics.

Is there a free Google Optimize alternative?

VWO Testing offers a free Starter plan for up to 50,000 tested visitors per month, making it the closest free equivalent to Google Optimize. PostHog also includes A/B testing in its generous free tier if you’re already using it for product analytics.

Does GA4 have built-in A/B testing?

No. Despite early signals that Google Analytics 4 might get native A/B testing, Google confirmed this would not happen and instead invested in integrations with third-party tools such as AB Tasty, Optimizely and VWO.

What is the best Google Optimize alternative for small teams?

For small teams and tighter budgets, VWO’s free Starter plan or Convert.com’s entry-level plan are the most accessible options, offering visual editors and core A/B testing without enterprise pricing.

Which Google Optimize alternative is best for B2B SaaS teams?

B2B SaaS teams already using PostHog for product analytics often add its built-in A/B testing rather than a separate tool. Teams that need a dedicated, higher-volume testing platform typically choose Convert.com or VWO.