Google Optimize has the website testing and personalization features you need to create online experiences that engage and delight your customers.

Google Integrations

Optimize provides key integrations that allow you to use all of your customer insights to deliver the right experience to the right customer.

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  • Google AdWords down arrow icon

    Improve the value of your AdWords investment with Optimize. Through an integration between AdWords and Optimize, you will be able to use Optimize to create and test custom landing pages for any AdWords account, campaign, ad group, or keyword.

  • Google Analytics down arrow icon

    Optimize is built on the detailed customer behavior and segmentation data available in Analytics. Which means you can use your Analytics data to quickly identify areas of your site to improve upon, measure your site experiments against business objectives, and see exactly how changes to your site influence customer behavior and conversion.

  • Google BigQuery down arrow icon

    Looking to do a deeper analysis of your experiment data? Analytics 360 customers can export their data to BigQuery and get access to metrics like Experiment ID and Variant ID — enabling large-scale data analysis.

  • Google Firebase down arrow icon

    Optimize has partnered with Firebase, Google’s mobile app developer platform, to power A/B testing on Firebase app experiences. Optimize provides the measurement and statistical engine for Firebase users to run experiments on Firebase features like Remote Config and Cloud Messaging.

Experiment Types

Optimize offers different experiment types to fit your website testing needs.

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  • A/B or A/B/n Tests down arrow icon

    A/B tests, also known as A/B/n tests, let you test multiple versions of the same web page and find the one that works best for your users. In A/B/n testing, Variant A is the original and Variants B through n each contain at least one element that is different from the original. For example, Variant A may have a blue purchase button and Variant B may have a red purchase button. The results of this experiment will tell you which variant has performed the best.

  • Multivariate Tests down arrow icon

    A multivariate test allows you to test two or more elements on a page to see which combination creates the best outcome for your site. By analyzing the interactions between the elements, Optimize will help you find the best overall combination of elements on your page.

  • Redirect Tests down arrow icon

    A redirect test, also commonly known as a split URL test, is a type of A/B test where you test separate web pages against each other. With redirect tests, the variants being tested are identified by the URL instead of the element on the page. This type of test is most useful when you want to test two very different landing pages or a complete redesign of a page.

Visual Editor

The Optimize visual editor allows you to create a new variant of a page without needing to recode your site each time.

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  • Easy WYSIWYG Editing down arrow icon

    With our WYSIWYG (What-You-See-Is-What-You-Get) editor, you can quickly and easily create variants of your web pages without any recoding — just click to edit. In fact, the visual editor is so easy to use that even non-technical teams can use it.

  • Helpful Diagnostics down arrow icon

    To help ensure the success of your tests, visual editor diagnostics within Optimize will alert you to potential problems before you ever click the “start” button.

  • Mobile Web Editor down arrow icon

    The Optimize mobile editor allows you to configure mobile experiments for users on the go. Switch between device models and screen sizes to ensure that your site looks its best, no matter what device it’s viewed on.

  • Sophisticated Code Editing down arrow icon

    More advanced users will enjoy the ability to edit raw HTML or add JavaScript or CSS rules directly in the editor, allowing you to create even more powerful experiences.


Customize the site experience for each segment of your customers. With Optimize you can choose which of your website visitors you want to be included in your site experiment.

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  • Advanced Client-Side Signals down arrow icon

    Powerful client-side functionality lets you use nearly any data that’s on a webpage. Reach logged-in users with a first-party cookie or JavaScript variable or use your tag management setup with data layer variables. Optimize even offers an activation events feature, which gives you full control over when your tests run, even on the latest generation of web apps.

  • Analytics Audiences (Optimize 360 only) down arrow icon

    If you’re an Optimize 360 customer, you can customize your experiment to audiences that you’ve already created in Analytics. This allows you to personalize your site experiences for high-value customers, audiences that have shown interest in a specific product category, or visitors that have converted recently.

  • URL down arrow icon

    Optimize provides the flexibility to reach your users based on any aspect of the URL. URL rules let you run a test on a single page, a section of your site, or the entire site, while query parameters help you maximize the impact of your marketing, helping you serve the right experience to each channel or ad campaign.

    To find out if a targeting rule you've set will apply to a specific URL on your site, use the Optimize URL tester. Enter a URL of the relevant page and the tester will immediately tell you if it is a match for your targeting rule.

  • User Attributes down arrow icon

    With geographic targeting you can reach visitors from a specific city, region, metro area, or country using the same rich geographic dataset that’s used in Analytics.

    Behavior targeting lets you deliver the perfect first experience to new visitors or users who have arrived at your site from a specific referrer. You can also customize site experiences based on a specific browser, operating system, or device, to ensure the best experience on every screen.


Optimize uses Bayesian statistical methods to model the real-world performance of your experiments and deliver more accurate results. And because Optimize reporting is built on Analytics, you’ll be able to get a deeper understanding of your experiment’s impact across your entire business.

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  • Experiment Summary down arrow icon

    Clear, action-oriented experiment results in Optimize help you make smarter decisions for your entire business. Find out if your new variant performed better than the original and if a clear leader was found.

  • Improvement Overview down arrow icon

    Compare the performance of your variants to your baseline for a variety of objectives, like sales, clicks, or page views.

  • Objective Details down arrow icon

    Get a better understanding of how each of your variants performed against your experiment objectives. For each variant, you can see the total number of experiment sessions, the probability that it will perform better than your baseline, and the probability that it will perform better than all other variants.

  • Optimize Reports in Analytics down arrow icon

    Understand the full impact of your experiment by using your Optimize results to segment your Analytics data. You can analyze how your experiment affects new visitors, returning high-value customers, or any other user segment.

Experiment Management

Optimize has many built-in features that make it easier to manage all the experiments you’re running for your business.

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  • Activity Log down arrow icon

    The activity log keeps a chronological history of changes made in Optimize. You can view any changes that were made to an account or container, as well as when they were made and who made them.

  • Experiment Preview down arrow icon

    In preview mode you can see how the variant you’ve created looks on different platforms and devices before you start running your experiment.

  • User Permissions down arrow icon

    Create and manage the roles and permissions of all your Optimize users. Choose from administrator permission that allow users to manage the entire account or enable view-only access.

Learn More about Optimize

Need more details about Google Optimize?

Download The Optimize 360 Product Overview