Software · head to head
Google Optimize vs Fathom Analytics
The short version
- Only Google Optimize has a free tier, so it costs nothing to try first.
- Each has a real cost: Google Optimize google Optimize and Optimize 360 were sunset and are no longer available as of September 30, 2023; Fathom Analytics there is no free tier, only a 7 day trial
- They diverge on capability: Google Optimize covers A/B testing, Fathom Analytics covers Page view tracking.
Where they differ
Only the attributes on which Google Optimize and Fathom Analytics actually diverge.
| Attribute | Google Optimize | Fathom Analytics |
|---|---|---|
| Starting price | Free | $14/month |
| Pricing model | freemium | subscription |
| Free tier | Yes | No |
| Founded | 1998 | 2014 |
Identical on both: platforms (Web), user rating (Not yet rated), category (Unknown).
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 Optimize
- A/B testing
- Google Analytics integration
- Visual editor
- Google Analytics
- Google Tag Manager
- Google's security
- 40+ languages language support
Only in Fathom Analytics
- Page view tracking
- Goal tracking
- Referrer tracking
- Privacy-focused
- GDPR compliant
- 20+ languages language support
Both cover
- Real-time analytics
- Cloud deployment
- Web support
What people use each for
The jobs each tool is most often brought in to do.
Google Optimize
- A/B and multivariate testing of web pages tied to Google Analytics goalsnot Fathom Analytics
- Personalising page content for defined audience segmentsnot Fathom Analytics
- Redirect tests between alternative landing page URLsnot Fathom Analytics
Fathom Analytics
- Privacy-focused web analytics without cookie bannersnot Google Optimize
- A lightweight Google Analytics replacementnot Google Optimize
- Tracking many sites from one accountnot Google Optimize
- Long-term historical reporting while subscribednot Google Optimize
Where each one falls short
Documented limitations, not opinions. Every one is a constraint you would hit in normal use.
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
Fathom Analytics
- There is no free tier, only a 7 day trial
- Priced on pageviews, from $45 a month at the 500,000 pageview level
- Custom events count against the pageview allowance rather than being tracked separately
- Site allowances come in packs, with additional 50-site packs at $10 a month
- Data is retained forever only while the subscription is active
Pricing, plan by plan
Google Optimize
Free- FreeFree
- A/B testing
- Google Analytics integration
- Visual editor
Fathom Analytics
$14/month- Starter$14/month
- Unlimited page views
- 1 site
- Real-time analytics
Which should you pick?
Choose Google Optimize if
- You need a/b testing.
- You want to start without paying.
- You also want google analytics integration.
Choose Fathom Analytics if
- You need page view tracking.
- You also want goal tracking.
Questions people ask
- Is Google Optimize or Fathom Analytics better?
- Neither clearly leads. Google Optimize starts at Free and Fathom Analytics at $14/month, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
- Which is cheaper, Google Optimize or Fathom Analytics?
- Google Optimize has a free tier; the other does not. Paid plans start at Free for Google Optimize and $14/month for Fathom Analytics.
- Does Google Optimize or Fathom Analytics run on more platforms?
- Both run on Web, so platform support will not decide this one for you.
- Can I use Google Optimize for free?
- Yes. Google Optimize has a free tier, so you can try it without paying. Fathom Analytics starts at $14/month.
- What is Google Optimize best used for?
- Google Optimize is most often used for a/b and multivariate testing of web pages tied to google analytics goals, personalising page content for defined audience segments, redirect tests between alternative landing page urls. Of those, a/b and multivariate testing of web pages tied to google analytics goals and personalising page content for defined audience segments are not what Fathom Analytics is typically brought in for.
- What can Google Optimize do that Fathom Analytics cannot?
- Google Optimize covers A/B testing, Google Analytics integration, Visual editor, Google Analytics. Fathom Analytics covers Page view tracking, Goal tracking, Referrer tracking, Privacy-focused. Both handle Real-time analytics, Cloud deployment, Web support.