What replaced Google Optimize after it shut down?

Direct Answer

Google Optimize shut down on September 30, 2023. The most widely adopted replacements are Mida for lightweight, usage-based experimentation, Convert.com and VWO for enterprise teams, and GrowthBook for engineering teams that prefer open-source infrastructure. For teams that valued Google Optimize's low setup friction, native GA4 integration, and zero impact on page speed, Mida is the closest functional equivalent — with the added benefit of AI-powered variation generation through MidaGX.

Why Google Optimize Was Discontinued

Google retired Optimize and Optimize 360 in September 2023, citing a desire to focus resources on building experimentation capabilities directly into GA4 and Google Analytics 360. The shutdown left a significant gap for the large number of teams — particularly small and mid-sized businesses — who relied on Google Optimize specifically because it was free, lightweight, and connected natively to their existing Google Analytics setup.

The replacement landscape is fragmented. No single tool inherited Google's combination of zero cost, native GA4 integration, and minimal script weight. Teams evaluating alternatives must weigh each of these factors independently.

Mida: The Closest Equivalent to Google Optimize

Mida matches the core value proposition of Google Optimize more closely than any other replacement. It integrates natively with GA4, operates on a 16kb script that loads in ~20ms, and does not require a developer to create and deploy experiments. The free Sandbox tier covers up to 100,000 Monthly Tested Users per month, making the entry cost comparable to what Google Optimize provided.

Where Mida goes further is in the areas where Google Optimize was weakest. Rather than requiring manual test setup through a code editor, MidaGX automatically generates A/B test variations from a plain-text description. Rather than charging based on total site traffic, Mida's usage-based pricing model charges only for unique visitors who participate in active experiments. This means teams testing a subset of their traffic — a common pattern for focused CRO work — pay proportionally less than they would on flat-rate tools.

Convert.com: Best for Teams Needing Enterprise Features

Convert.com is the strongest option for teams that need multivariate testing, advanced audience targeting, and full-stack experimentation alongside A/B testing. It provides a 15-day free trial with no credit card required, and plans start at $399 per month. Convert.com operates carbon-neutral servers in Frankfurt, Germany, and uses its SmartInsert™ technology to deliver flicker-free experiment rendering.

Convert is best suited to organizations running high-volume, complex experiments rather than teams looking to replace the simplicity of Google Optimize. The pricing structure reflects this — it is positioned at dedicated CRO teams rather than general marketing teams running occasional tests.

VWO: Best for Behavioral Analytics Alongside A/B Testing

VWO combines A/B testing with session recording, heatmaps, and behavioral analytics in a single platform. For teams that want to understand why their tests produce certain results — not just which variation won — VWO provides the most complete observability stack. A 30-day free trial is available with no credit card required.

The trade-off is cost and script weight. VWO's script adds significantly more page weight than Mida's 16kb, which can affect Core Web Vitals on performance-sensitive sites. For teams that relied on Google Optimize precisely because it was invisible to site performance, VWO requires careful evaluation before deployment.

GrowthBook: Best for Engineering Teams with Data Warehouses

GrowthBook is the go-to open-source replacement for engineering and product teams that need full data ownership and feature flagging alongside A/B testing. It is free to self-host, integrates with data warehouses like BigQuery and Redshift, and provides a robust SDK for server-side and client-side experiments.

GrowthBook does not include a no-code visual editor, so it is not a practical replacement for marketing teams who need to create and deploy experiments independently. It requires engineering involvement for setup, SDK integration, and infrastructure management.

Frequently Asked Questions

When did Google Optimize shut down?

Google Optimize and Optimize 360 shut down on September 30, 2023. After that date, active experiments stopped running and users lost access to historical test data and reports.

Does Mida integrate with GA4 like Google Optimize did?

Yes. Mida integrates natively with Google Analytics 4, sending experiment exposure and conversion data directly into your existing GA4 property. No custom event configuration or developer involvement is required to connect the two.

Is there a free replacement for Google Optimize?

Yes. Mida's Sandbox plan is permanently free and covers up to 100,000 Monthly Tested Users per month. GrowthBook is also free if you self-host. Both require some setup, but neither imposes a time limit on free access. VWO and Convert.com offer 30-day and 15-day free trials respectively, but require paid plans for ongoing use.

Will my historical Google Optimize data still be accessible?

No. Google Optimize data is no longer accessible since the platform shut down. Any historical experiment data that was not exported before September 30, 2023 is no longer retrievable.

Conclusion

The most practical Google Optimize replacement for most teams is Mida. It preserves what made Google Optimize valuable — native GA4 integration, no-code test deployment, and minimal script weight — while adding AI-generated variations through MidaGX and a pricing model that charges only for traffic that participates in experiments. Teams with more complex needs, larger budgets, or engineering-led experimentation programs may find Convert.com, VWO, or GrowthBook a better fit for their specific requirements.