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Marketing · head to head

Google Optimize vs Insider

Google Optimize logo

Google Optimize

Marketing

A/B testing for Google Analytics

From
Free
Rated
-
Full reviewWebsite
Insider logo

Insider

Marketing

Omnichannel personalisation platform with web experimentation and WhatsApp as first-class channels

From
On request
Rated
-
Full reviewWebsite

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; Insider delivery depends heavily on the assigned account team, so results vary by region and a team change mid-contract can be felt immediately in campaign output.
  • They diverge on capability: Google Optimize covers A/B testing, Insider covers Architect journeys.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

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

Attributes where Google Optimize and Insider differ
AttributeGoogle OptimizeInsider
Starting priceFreeOn request
Pricing modelfreemiumquote
Free tierYesNo
PlatformsWebWeb, iOS, Android, REST API
Founded1998Unknown

Identical on both: 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 Analytics
  • Google Tag Manager
  • Google's security
  • Cloud deployment

Only in Insider

  • Architect journeys
  • Web and app personalisation
  • WhatsApp commerce
  • Predictive segments
  • InStory and InMobile
  • Experimentation

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

Insider

  • A retailer in a WhatsApp-first market that needs conversational commerce rather than more email volumenot Google Optimize
  • Personalising category and product pages by segment without waiting for engineering release cyclesnot Google Optimize
  • A marketing team without in-house campaign operations that needs the vendor to build and run journeysnot Google Optimize
  • Unifying web, app and messaging targeting on one profile store after outgrowing separate point toolsnot 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

Insider

  • Delivery depends heavily on the assigned account team, so results vary by region and a team change mid-contract can be felt immediately in campaign output.
  • The suite is licensed by module, so the platform fee quoted at the start typically excludes the channels and predictive features that make the business case work.
  • Template-driven web personalisation targets the rendered DOM, which breaks on single-page applications that re-render after the template applies unless a developer wires in the framework hooks.
  • Reporting exports are limited compared with warehouse-native tools, so teams that want campaign data alongside finance data end up pulling it through the API on a schedule.
  • Contracts are annual and negotiated per traffic band, so a seasonal spike in visitors can push you into a renegotiation rather than a metered overage.

Pricing, plan by plan

Google Optimize

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

Insider

On request
  • Insider Growth Management Platform$undefined/year
    • Licensed by module and by monthly traffic or user volume
    • Channels such as WhatsApp, SMS and email priced separately
    • Annual contract with an assigned delivery team

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 Insider if

  • You need architect journeys.
  • You work on Web, iOS, Android, REST API.
  • You also want web and app personalisation.
Insider review

Questions people ask

Is Google Optimize or Insider better?
Neither clearly leads. Google Optimize starts at Free and Insider at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Optimize or Insider?
Google Optimize has a free tier; the other does not. Paid plans start at Free for Google Optimize and On request for Insider.
Does Google Optimize or Insider run on more platforms?
Google Optimize runs on Web. Insider runs on Web, iOS, Android, REST API.
Can I use Google Optimize for free?
Yes. Google Optimize has a free tier, so you can try it without paying. Insider starts at On request.
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 Insider is typically brought in for.
What can Google Optimize do that Insider cannot?
Google Optimize covers A/B testing, Google Analytics integration, Visual editor, Real-time analytics. Insider covers Architect journeys, Web and app personalisation, WhatsApp commerce, Predictive segments.

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
Insider: Is WhatsApp actually usable at scale here?

Yes. It is a supported primary channel with catalogue and template message support, though WhatsApp conversation fees from Meta are passed through and are separate from the licence.

Insider: Can we run it without vendor help?

You can, but the pricing assumes a managed relationship. Teams with strong in-house campaign operations often find they are paying for services they do not use.

Insider: Does it work for B2B?

Rarely a good fit. The segmentation, recommendations and channel mix are built around high-frequency consumer behaviour.

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