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Marketing · head to head

Google Optimize vs Gravity Forms

Google Optimize logo

Google Optimize

Marketing

A/B testing for Google Analytics

From
Free
Free plan
Yes
Visit Google OptimizeFull review
Gravity Forms logo

Gravity Forms

Surveys

WordPress forms plugin

From
$59/year
Free plan
No
Visit Gravity FormsFull review

The short version

  • Google Optimize is a free A/B testing platform integrated.
  • Google Optimize is free; Gravity Forms starts at $59/yr.
  • Where Google Optimize falls short: Google Optimize and Optimize 360 were sunset and are no longer available as of September 30, 2023.
  • Where Gravity Forms falls short: basic license covers only 1 site and renews at $59/year after a discounted $44 first year.
  • Prices and features on this page were last checked on 13 November 2026.

Where they differ

Only the attributes on which Google Optimize and Gravity Forms actually diverge.

Attributes where Google Optimize and Gravity Forms differ
AttributeGoogle OptimizeGravity Forms
Starting priceFree$59/year
Pricing modelFreemiumSubscription
Free tierYesNo
CategoryMarketingSurveys

Identical on both: platforms (Web).

Not yet recorded: founded for Gravity Forms.

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
  • Real-time analytics
  • Google Analytics
  • Google Tag Manager
  • Google's security
  • Cloud deployment

Only in Gravity Forms

Nothing recorded that Google Optimize does not also cover.

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 Gravity Forms
  • Personalising page content for defined audience segmentsnot Gravity Forms
  • Redirect tests between alternative landing page URLsnot Gravity Forms

Gravity Forms

  • WordPress form building and lead capturenot Google Optimize
  • E-commerce payment form processingnot Google Optimize
  • Multi-site form managementnot 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

Gravity Forms

  • Basic license covers only 1 site and renews at $59/year after a discounted $44 first year
  • Pro license is capped at 3 sites; using it on more requires the Elite tier at $259/year renewal
  • Marketing integrations like HubSpot and Mailchimp are Basic-tier only, while payment and workflow add-ons (Stripe, Zapier, Trello) require Pro or above

Pricing, plan by plan

Google Optimize

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

Gravity Forms

$59/year
  • Basic$59/yr
    • 1 site license
    • 20+ integrations including HubSpot, Mailchimp, Active Campaign
  • Pro$159/yr
    • 3 site licenses
    • Payment processing with Stripe, Square, PayPal
    • 15+ Pro-level add-ons
  • Elite$259/yr
    • Unlimited site licenses
    • All add-ons included
    • Advanced features: User Registration, Conversational Forms, Signature, Survey

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.
Google Optimize review

Choose Gravity Forms if

Nothing in the data separates Gravity Forms from Google Optimize on the points above - pick on price and on how each one feels to use.

Gravity Forms review

Questions people ask

Is Google Optimize or Gravity Forms better?
Neither clearly leads. Google Optimize starts at Free and Gravity Forms at $59/year, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Optimize or Gravity Forms?
Google Optimize has a free tier; the other does not. Paid plans start at Free for Google Optimize and $59/year for Gravity Forms.
Does Google Optimize or Gravity Forms 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. Gravity Forms starts at $59/year.
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 Gravity Forms is typically brought in for.
What can Google Optimize do that Gravity Forms cannot?
Google Optimize covers A/B testing, Google Analytics integration, Visual editor, Real-time analytics.

Answered from the vendors’ own pages

Google Optimize: Is Google Optimize still available?

No. Google Optimize and Optimize 360 were discontinued as of September 30, 2023. Google recommends third-party A/B testing integrations such as AB Tasty, Optimizely, and VWO as replacements.

Source
Gravity Forms: What is the cheapest Gravity Forms plan?

The Basic plan is $59/year and includes 1 site license with 20+ integrations. The Elite plan at $259/year offers unlimited sites and all add-ons.

Source
Gravity Forms: Can I process payments with Gravity Forms?

Yes. Payment processing with Stripe, Square, and PayPal is included in the Pro ($159/year) and Elite ($259/year) plans, but not in the Basic plan.

Source
Gravity Forms: How many sites can I use Gravity Forms on?

The Basic plan covers 1 site, Pro covers 3 sites, and Elite covers unlimited sites. All pricing is annual subscription.

Source
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