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Marketing · head to head

Google Optimize vs Invoca

Google Optimize logo

Google Optimize

Marketing

A/B testing for Google Analytics

From
Free
Rated
-
Full reviewWebsite
Invoca logo

Invoca

Marketing

Call tracking and conversation analytics that ties inbound phone calls back to paid marketing spend

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; Invoca entry pricing commonly starts around 1,500 US dollars a month before call minutes, plus a setup and training fee, which prices out agencies and small businesses that only need attribution for a few hundred calls.
  • They diverge on capability: Google Optimize covers A/B testing, Invoca covers Dynamic number insertion.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

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

Attributes where Google Optimize and Invoca differ
AttributeGoogle OptimizeInvoca
Starting priceFreeOn request
Pricing modelfreemiumquote
Free tierYesNo
Founded1998Unknown

Identical on both: platforms (Web), 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 Invoca

  • Dynamic number insertion
  • Signal AI
  • Ad platform integration
  • Call transcription
  • PreSense
  • Call routing
  • Quality management
  • Compliance redaction

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

Invoca

  • A multi-location healthcare group proving which paid search keywords produce booked appointments rather than just call volumenot Google Optimize
  • An insurance carrier feeding qualified call outcomes back into Google Ads so bidding optimises on written policies instead of raw callsnot Google Optimize
  • An automotive dealer group working out which regional campaigns generate service bookings versus tyre-kicker enquiriesnot Google Optimize
  • A home services franchisor allocating budget across franchisees by attributing revenue-producing calls to the campaigns that caused themnot 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

Invoca

  • Entry pricing commonly starts around 1,500 US dollars a month before call minutes, plus a setup and training fee, which prices out agencies and small businesses that only need attribution for a few hundred calls.
  • Telephony minutes and tracking numbers are metered separately from the platform fee, so a seasonal advertising spike produces an invoice nobody forecast.
  • Signal AI, PreSense and quality management are frequently sold as add-on modules rather than included, meaning the demo you were shown may cost noticeably more than the quote you were given.
  • Contracts are annual or multi-year with usage minimums and no month-to-month option, so a campaign strategy that shifts away from phone calls leaves you paying for capacity you no longer use.
  • The product is deep on inbound phone attribution and shallow elsewhere; if your buying journey also involves chat, forms and in-store visits, Invoca covers only one channel and you still need a separate attribution model for the rest.

Pricing, plan by plan

Google Optimize

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

Invoca

On request
  • Pro$undefined/year
    • Around 6,000 annual local or toll-free numbers
    • 5 custom Signals
    • Dynamic number insertion
  • Enterprise$undefined/year
    • Around 12,000 annual numbers
    • 50 custom Signals
    • Advanced routing
  • Elite$undefined/year
    • Around 18,000 annual numbers
    • 100 custom Signals
    • Full analytics suite
  • Performance Professional$undefined/year
    • Pay-per-call network features
    • Publisher and affiliate call tracking
    • Payout management

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 Invoca if

  • You need dynamic number insertion.
  • You also want signal ai.
Invoca review

Questions people ask

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

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
Invoca: Does Invoca publish prices?

No. Every deal is quoted from call volume, number count and which modules you licence. Independent reports put the entry point near 1,500 US dollars a month plus minutes.

Invoca: Is this different from CallRail?

Yes, in ambition and price. Invoca targets enterprise attribution with automated outcome classification fed back to ad bidding; lighter call tracking tools stop at source attribution.

Invoca: Is it HIPAA compatible?

Invoca sells heavily into healthcare and offers redaction and compliance controls for regulated recordings; confirm the specific terms in your contract.

Invoca: Do we need a contact centre platform as well?

Yes. Invoca tracks and analyses calls, it does not run your contact centre.

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