Google Optimize is a popular A/B testing and personalization platform that allows businesses to experiment with different versions of their website and analyze the results to make data-driven decisions. However, Google recently announced that they will be sunsetting the classic version of Optimize and replacing it with a new version called Optimize 360, which is only available as part of the Google Marketing Platform.
The classic version of Optimize will officially sunset on September 30, 2023. After this date, users will no longer be able to access the platform or any experiments they have created. This means that businesses using the classic version of Optimize will need to migrate their experiments and data to the new version of the platform, or risk losing valuable information.
The reason for this change is that Google is simplifying its suite of marketing and advertising products, and integrating them more closely with the Google Marketing Platform. Optimize 360 is part of this suite, and offers enhanced functionality and integration with other Google products, such as Google Analytics 360 and Google Ads 360. Optimize 360 also provides more advanced targeting and personalization features, as well as access to Google's machine learning capabilities.
Migrating from the classic version of Optimize to Optimize 360 may seem like a daunting task, but Google has provided resources to make the process as smooth as possible. First, users need to sign up for Optimize 360, which requires a Google Marketing Platform account. Once users have access to Optimize 360, they can import their experiments from the classic version of Optimize, either individually or in bulk. Google provides detailed instructions on how to do this in their Help Center.
Once experiments have been migrated to Optimize 360, users can take advantage of new features and integrations. For example, Optimize 360 allows for more granular targeting based on audience characteristics and behavior, as well as integration with Google Ads and Google Analytics for more comprehensive reporting and analysis. Optimize 360 also offers a more streamlined and intuitive user interface, making it easier to create and manage experiments.
In addition to the enhanced features of Optimize 360, businesses can also benefit from the increased integration between the various products in the Google Marketing Platform. By using Optimize 360 alongside other products like Google Analytics 360 and Google Ads 360, businesses can gain a more holistic view of their marketing and advertising efforts, and make more informed decisions based on data and insights.
