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Marketing · head to head

Google Optimize vs Improvado

Google Optimize logo

Google Optimize

Marketing

A/B testing for Google Analytics

From
Free
Rated
-
Full reviewWebsite
Improvado logo

Improvado

Marketing

Data integration platform for marketing teams

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Google Optimize google Optimize and Optimize 360 were sunset and are no longer available as of September 30, 2023; Improvado free tier limited to 50 MCP actions per week
  • They diverge on capability: Google Optimize covers A/B testing, Improvado covers 500+ data source connectors.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

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

Attributes where Google Optimize and Improvado differ
AttributeGoogle OptimizeImprovado
PlatformsWebWeb, Api, Data-warehouse
Founded19982015

Identical on both: starting price (Free), pricing model (freemium), free tier (Yes), user rating (Not yet rated), category (Marketing).

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 Tag Manager
  • Google's security
  • Cloud deployment
  • Web support

Only in Improvado

  • 500+ data source connectors
  • Data transformation
  • Real-time syncing
  • Data warehouse integration
  • ETL capabilities
  • Data quality monitoring
  • Historical data
  • Custom connectors

Both cover

  • Google Analytics

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

Improvado

  • Marketing data integrationnot Google Optimize
  • Multi-workspace data orchestrationnot Google Optimize
  • Incrementality testing and attributionnot Google Optimize
  • Multi-touch attribution modelingnot 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

Improvado

  • Free tier limited to 50 MCP actions per week
  • Advanced and Enterprise tiers require custom pricing quotes
  • No publicly listed Advanced or Enterprise rates

Pricing, plan by plan

Google Optimize

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

Improvado

Free
  • Free LimitedFree
    • 50 MCP actions per week
    • 1 workspace
    • Live API requests to all sources
  • MCP Only$100/month
    • 2M rows per year
    • Daily data sync
    • 300 MCP actions per week
  • Advanced$null/custom
    • 600M rows per year
    • Up to 4x daily syncs
    • 200 actions per day
  • Enterprise$null/custom
    • 1B rows per year
    • 600 actions per day
    • Unlimited workspaces

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 Improvado if

  • You need 500+ data source connectors.
  • You want to start without paying.
  • You work on Web, Api, Data-warehouse.
  • You also want data transformation.
Improvado review

Questions people ask

Is Google Optimize or Improvado better?
Neither clearly leads. Google Optimize starts at Free and Improvado at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Optimize or Improvado?
Google Optimize starts at Free and Improvado at Free.
Does Google Optimize or Improvado run on more platforms?
Google Optimize runs on Web. Improvado runs on Web, Api, Data-warehouse.
Can I use Google Optimize for free?
Both have a free tier, so you can try either at no cost before committing.
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 Improvado is typically brought in for.
What can Google Optimize do that Improvado cannot?
Google Optimize covers A/B testing, Google Analytics integration, Visual editor, Real-time analytics. Improvado covers 500+ data source connectors, Data transformation, Real-time syncing, Data warehouse integration. Both handle Google 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
Improvado: What is Improvado's free tier?

Improvado Free Limited tier costs $0/month and includes 50 MCP actions per week, 1 workspace, live API requests to all sources, AI Agent, and MCP. No credit card required to start.

Source
Improvado: What are Improvado's paid plans?

Paid tiers include MCP Only ($100/month with 2M rows/year and 300 weekly actions), Advanced (custom pricing with 600M rows/year and 50 workspaces), and Enterprise (custom pricing with 1B rows/year, unlimited workspaces, and SSO).

Source
Improvado: Does Improvado offer data sync frequency limits?

MCP Only tier offers daily data sync, Advanced tier allows up to 4x daily syncs, and Enterprise tier includes no stated sync frequency limits. Free tier enables live API requests without scheduled syncing.

Source
Improvado: What compliance and security features does Improvado include?

Improvado holds SOC 2 Type II, HIPAA, GDPR, and CCPA compliance. Enterprise tier specifically includes SSO with Azure and Okta support for identity management.

Source
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