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All industries · head to head

Google Analytics vs Google Optimize

Google Analytics logo

Google Analytics

All industries

Get to know your customers

From
Free
Rated
-
Full reviewWebsite
Google Optimize logo

Google Optimize

Marketing & Analytics

A/B testing for Google Analytics

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Google Analytics data retention limited to maximum 26 months on standard properties, with automatic deletion after retention period expires; Google Optimize google Optimize and Optimize 360 were sunset and are no longer available as of September 30, 2023
  • They diverge on capability: Google Analytics covers Audience insights, Google Optimize covers A/B testing.

Where they differ

Only the attributes on which Google Analytics and Google Optimize actually diverge.

Attributes where Google Analytics and Google Optimize differ
AttributeGoogle AnalyticsGoogle Optimize
CategoryAll industriesMarketing & Analytics

Identical on both: starting price (Free), pricing model (freemium), free tier (Yes), platforms (Web), user rating (Not yet rated), founded (1998).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Google Analytics

  • Audience insights
  • Acquisition tracking
  • Behavior flow
  • Conversion tracking
  • Custom reports
  • Mobile analytics
  • E-commerce tracking
  • Google Ads

Only in Google Optimize

  • A/B testing
  • Google Analytics integration
  • Visual editor
  • Google Analytics
  • Google's security
  • Cloud deployment
  • Web support
  • 40+ languages language support

Both cover

  • Real-time analytics
  • Google Tag Manager

What people use each for

The jobs each tool is most often brought in to do.

Google Analytics

  • Website and web application analyticsnot Google Optimize
  • Event tracking and user behaviour analysisnot Google Optimize
  • Traffic source and conversion trackingnot Google Optimize

Google Optimize

  • A/B and multivariate testing of web pages tied to Google Analytics goalsnot Google Analytics
  • Personalising page content for defined audience segmentsnot Google Analytics
  • Redirect tests between alternative landing page URLsnot Google Analytics

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Google Analytics

  • Data retention limited to maximum 26 months on standard properties, with automatic deletion after retention period expires
  • Large and XL properties capped at 2-month data retention only
  • Age, gender, and interest data always expire after 2 months regardless of retention settings
  • Free tier does not include GA360 advanced features

Google Optimize

  • Google Optimize and Optimize 360 were sunset and are no longer available as of September 30, 2023
  • Any experiments and personalizations still running on that date were ended by Google
  • Google directs former users to third-party A/B testing tools, naming AB Tasty, Optimizely and VWO, rather than a replacement Google product

Pricing, plan by plan

Google Analytics

Free

No published plan breakdown. See the Google Analytics review.

Google Optimize

Free
  • FreeFree
    • A/B testing
    • Google Analytics integration
    • Visual editor

Which should you pick?

Choose Google Analytics if

  • You need audience insights.
  • You want to start without paying.
  • You also want acquisition tracking.
Google Analytics review

Choose Google Optimize if

  • You need a/b testing.
  • You want to start without paying.
  • You also want google analytics integration.
Google Optimize review

Questions people ask

Is Google Analytics or Google Optimize better?
Neither clearly leads. Google Analytics starts at Free and Google Optimize at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Analytics or Google Optimize?
Google Analytics starts at Free and Google Optimize at Free.
Does Google Analytics or Google Optimize run on more platforms?
Both run on Web, so platform support will not decide this one for you.
Can I use Google Analytics for free?
Both have a free tier, so you can try either at no cost before committing.
What is Google Analytics best used for?
Google Analytics is most often used for website and web application analytics, event tracking and user behaviour analysis, traffic source and conversion tracking. Of those, website and web application analytics and event tracking and user behaviour analysis are not what Google Optimize is typically brought in for.
What can Google Analytics do that Google Optimize cannot?
Google Analytics covers Audience insights, Acquisition tracking, Behavior flow, Conversion tracking. Google Optimize covers A/B testing, Google Analytics integration, Visual editor, Google Analytics. Both handle Real-time analytics, Google Tag Manager.
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Related pages

More on Google Analytics

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