# Alternatives to Google Optimize

Free A/B testing tool. Google Optimize has been discontinued; the active alternatives listed here are maintained products you can switch to.

It is free and available on the web. None of its 12 checklist rows are verified yet.

Source: https://altcatalog.com/alternatives/google-optimize/
Category: Web analytics

## Overview

- **Who it's for**: Marketers, growth teams, and website owners who wanted to run A/B tests and personalize their site without dedicated engineering resources.
- **What you get**: A/B, multivariate, and redirect testing with a point-and-click visual editor for creating variants, plus audience targeting rules for personalizing content to specific visitor segments. It tied directly into Google Analytics, letting you use existing GA goals and metrics as experiment objectives and view statistical significance results in a shared dashboard. The free tier capped concurrent experiments and objectives per test; a paid Optimize 360 tier removed those limits.
- **How it works**: You installed an Optimize snippet (via Google Tag Manager or the site tag) alongside your GA tracking code, then created experiments by defining variants in the visual editor or with custom code, set an audience and a GA-linked objective, and ran the test while Optimize reported results against a control.

## Profile

- **Pricing model**: Free (verified 2026-07-11)
- **Platforms**: Web
- **Status**: discontinued (verified 2026-07-11)

## Ranked alternatives

| # | App | Alt Score | Licence | Platforms |
|---|-----|-----------|---------|-----------|
| 1 | [Fathom](https://altcatalog.com/alternatives/fathom.md) | building | Proprietary | Web |
| 2 | [Google Analytics](https://altcatalog.com/alternatives/google-analytics.md) | building | Proprietary | Web |
| 3 | [Matomo](https://altcatalog.com/alternatives/matomo.md) | building | GPL-3.0 | Web |
| 4 | [Microsoft Clarity](https://altcatalog.com/alternatives/microsoft-clarity.md) | building | ? | Web |
| 5 | [Mixpanel](https://altcatalog.com/alternatives/mixpanel.md) | building | Proprietary | Web |
| 6 | [Pirsch](https://altcatalog.com/alternatives/pirsch.md) | building | AGPL-3.0 | Web |
| 7 | [Plausible](https://altcatalog.com/alternatives/plausible.md) | building | AGPL-3.0 | Web |
| 8 | [PostHog](https://altcatalog.com/alternatives/posthog.md) | building | MIT | Web |
| 9 | [Simple Analytics](https://altcatalog.com/alternatives/simple-analytics.md) | building | Proprietary | Web |
| 10 | [Umami](https://altcatalog.com/alternatives/umami.md) | building | MIT | Web |

Alt Score = Verified coverage (90%) + Visibility (10%). See https://altcatalog.com/how-alt-score-works/

## Sources

Sources for Google Optimize. Each alternative is sourced on its own page.

- **Status**: discontinued — <https://support.google.com/optimize/answer/12979939> (verified 2026-07-11)
  - Quote: “Google Optimize and Optimize 360 are no longer available as of September 30, 2023.”
- **Pricing model**: Free — <https://blog.google/products/marketingplatform/analytics/this-is-not-a-test-google-optimize-now-free-for-everyone/> (verified 2026-07-11)
  - Quote: “Optimize is now immediately available to everyone — for free.”
- **Platforms**: Web — <https://blog.google/products/marketingplatform/analytics/this-is-not-a-test-google-optimize-now-free-for-everyone/> (verified 2026-07-11)
  - Quote: “The Optimize visual editor allows for WYSIWYG (what-you-see-is-what-you-get) editing so you can change just about anything on your site with a drag and a drop.”

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Ranked by verified data, never by who paid. https://altcatalog.com/trust/