Mastering the Google Optimize Sunset: Guide to a Seamless Transition

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Next step of Google optimize sunset-Brillmark

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Note: By following this guide, you’ll not only survive the Google Optimize sunset but thrive in a post-Optimize world. So, set your data right, choose wisely, and step confidently into your next chapter of optimization. So, are you ready to secure your digital future? The clock is ticking; let’s act now.

You’ve meticulously built your A/B tests with Google Optimize, poised for marketing success—only to learn Google Optimize is sunsetting this cornerstone tool. 

If this has you urgently seeking stable ground, you’re not alone in this high-stakes scramble for alternatives.

Navigating this seismic shift solo isn’t just challenging; it’s a gamble you can’t afford. 

That’s where we at Brillmark come in. 

This guide isn’t merely an overview—it’s an actionable blueprint. 

Assembled with input from industry experts, this guide is your essential playbook for the coming months. 

Let’s dive right into it!

The Google Optimize Sunset: What’s Happening?

The Google Optimize sunset has sent ripples across the industry. 

More than just an A/B testing tool, Optimize has been integral to digital campaigns and personalization strategies. 

Its sunset isn’t a mere product phase-out; it’s a pivotal moment that has urged businesses to rethink their optimization strategies & reevaluate alternatives to Google Optimize.

Immediate concerns like data migration and ongoing experiments are just the tip of the iceberg. 

In summary, Google Optimize’s sunset isn’t an ending but a catalyst—compelling businesses to align their optimization strategies with robust, future-ready alternatives.

A Smooth Migration from Google Optimize: Your Step-By-Step Migration Guide

To make this transition seamless, here’s a concise, no-nonsense guide to migrating successfully.

Export All Relevant Data

Google has stated that post-sunset, users won’t have access to specific types of data. 

Therefore, export your historical data ASAP. 

The insights from this data will inform your future strategy.

Export options include:

  • Optimize report: Your variants analyzed by Optimize.
  • Analytics data: Daily Google Analytics data for each variant.

Don’t export during a live experiment. Google provides a detailed guide for this process.

Saving the code of your variations

One of the most critical yet often overlooked aspects of migrating from Google Optimize or any other A/B testing platform is the preservation of the code that drives your variations. 

Saving this code is essential not only as a record of what you’ve tested but also as a vital asset in your experimentation vault. 

To ensure the preservation of your experiments, whether they are in draft, running, or completed states, we recommend saving the code of your variations

Choose Your Next A/B Testing Tool

The following steps will help you decide:

  • Request demos from vendors.
  • Evaluate based on your specific needs.
  • Make a decision one month prior to migration for ample onboarding time.

When evaluating options, ask key questions like:

  • Ease of use
  • Price of the tool
  • Security & resources
  • Support for data migration
  • Scalability
  • Integration with existing tech stack

When choosing a Google Optimize alternative A/B testing tool, these are some of the criteria to consider before finalizing on the tool.

Start Migrating

Once you’ve chosen a new platform, decide what needs to be transferred, transferring all the data will not help, rather than decide on the data and information that you need. 

Also, take this opportunity to audit your existing programs. 

Essential elements might include:

  • Key Performance Indicators (KPIs)
  • Recurring segments
  • Deviated tests

Integrate Your Tech Stack

Before launching a new test ensure your new tool integrates well with your existing tech stack like GA4, Segment, or Shopify Plus and many more to streamline operations.

Verify Data Accuracy

Before running any tests, validate the data accuracy in your new platform. You can:

  • Run an A/A test to confirm the tool’s reliability.
  • Compare new and old data for consistency.
  • Utilize in-app features like a Sample Ratio Mismatch (SRM) checker to ensure correct traffic allocation.

Data accuracy is your bedrock; ensure it’s solid before moving forward.

Best Alternative A/B Testing Tools to Google Optimize

Convert Experiences 

  • Advanced Personalization: Convert Experience offers multi-page personalization, A/B tests with personalized experiences, and a powerful visual editor.
  • Robust Testing Features: Offers A/B tests, multivariate tests, split URL tests, and redirect tests.
  • Integration with Third-Party Tools: Integrates with popular analytics and CRM platforms.
  • Customer Support: More personalized customer support with 24/7 availability.


  • User-friendly Interface: Easier to set up and run experiments.
  • Advanced Targeting Options: Allows targeting based on location, device, and behavior.
  • Built-in Heatmap and Session Replay: Provides real-time insight into user behavior.
  • Advanced Reporting: Comprehensive analytics and reporting capabilities.


  • Advanced Features: Offers visual editing tools, more advanced analytics, and a wider range of integrations.
  • User Interface: More sophisticated and intuitive.
  • Integrations: Works with a variety of analytics platforms.
  • Customer Support: Offers a wider range of customer support options.

A/B Tasty 

  • Advanced Features: Offers split tests, multivariate tests, and personalization campaigns.
  • Better Visual Editor: Simplifies experiment creation and management.
  • Improved Data Insights: Offers comprehensive and granular reporting.
  • Advanced Targeting: Target users based on location, device, or past actions.
  • More Integration Options: Works with a broad range of tools and platforms.

Adobe Target 

  • Advanced Targeting Capabilities: Offers location-based targeting, audience management, and real-time decisioning.
  • Robust Testing Options: Provides A/B testing, multivariate testing, and personalized experiences.
  • Integration with Adobe Experience Cloud: Easier to integrate with other Adobe products.
  • Customer Support: Comprehensive system of customer assistance.


  • Ease of Use: More user-friendly interface.
  • Advanced Features: Offers Heatmaps, Session Recordings, and Funnel Analysis.
  • Integration with Third-Party Tools: Integrates with Google Analytics, AdWords, etc.
  • Customer Support: Known for first-rate customer support.

For more alternative and indepth information check out A/B testing tools in 2023 Article.

Choosing the right tool would ultimately depend on your specific needs and what you’re looking to achieve with your A/B testing and optimization efforts. 

How to setup an A/B Testing Tool

Setting up an A/B testing tool that is an alternative to google optimize is a crucial move in your website optimization  strategy.

Let’s delve into each step:

Step 1: Sign up for the Tool

Before committing, ensure that the tool aligns with your objectives and has the features to back them up. 

This can include tracking, analytics, and ease of integration with your existing platforms.

Step 2: Get the Snippet

Once you sign up, you’ll usually receive a snippet of code. 

This is essentially your key to setting up experiments on your website. 

Keep it handy because you’ll need to implement it into your website’s HTML.

Step 3: Implement on the Head of the Website

Installing the code snippet usually involves pasting it between the <head> tags of your website’s HTML on every page you wish to run tests. 

For some platforms, plugins might be available to simplify this process.

Step 4: Get the A/A Test Running

Before diving into A/B testing, it’s a good idea to run an A/A test. 

This involves showing the same version to both groups to ensure that your setup is working correctly. 

It’s a diagnostic tool that assures that any future differences in performance between A and B are due to the changes you made, not errors in setup or tracking.


The discontinuation of Google Optimize is more than a mere product phase-out; it’s a watershed moment that necessitates a strategic pivot. 

While the initial reaction may be one of panic or confusion, this guide aims to serve as your navigational compass, steering you through the choppy waters of data migration, tool selection, and integration for Google Optimize alternative tools

We’ve outlined a step-by-step migration plan, highlighted the key criteria for selecting a new A/B testing tool, and provided actionable insights to ensure a smooth transition. 

The goal is not just to survive this change but to emerge stronger, with a more resilient and future-proof optimization strategy. 

Remember, the end of Google Optimize is not a setback but a catalyst—a compelling reason to reassess, realign, and reinvigorate your optimization efforts. 

So, as you bid adieu to Google Optimize, welcome the new opportunities that lie ahead with open arms and a well-prepared game plan.

Seize this moment as an opportunity for growth and innovation. After all, in the fast-paced world of digital marketing, adaptability isn’t just a virtue; it’s a necessity.

Don’t miss out on the latest insights and strategies to navigate the ever-changing landscape of digital marketing. 

Subscribe to our newsletter to stay ahead of the curve and receive actionable tips right in your inbox. 

Your journey towards a more robust and future-ready optimization strategy starts here.

By staying connected with us, you’ll be the first to know about new guides, tutorials, and expert opinions that can further aid you in this transition and beyond. 

Make the smart move and reach out to the experts today!

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