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Marketing · head to head

Google Optimize vs Iterable

Google Optimize logo

Google Optimize

Marketing

A/B testing for Google Analytics

From
Free
Rated
-
Full reviewWebsite
Iterable logo

Iterable

Marketing

The AI customer engagement platform global brands trust to create experiences that drive growth…

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; Iterable no pricing information published on their site - contact sales required
  • Prices and features above were last checked on 30 August 2026.

Where they differ

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

Attributes where Google Optimize and Iterable differ
AttributeGoogle OptimizeIterable
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 Iterable

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

Iterable

  • Personalizing customer journeys across all channelsnot Google Optimize
  • Optimizing retention through lifecycle messagingnot Google Optimize
  • Driving upsells with intelligent segmentationnot Google Optimize
  • Adapting campaigns based on real-time behaviornot 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

Iterable

  • no pricing information published on their site - contact sales required

Pricing, plan by plan

Google Optimize

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

Iterable

On request

No published plan breakdown. See the Iterable review.

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 Iterable if

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

Iterable review

Questions people ask

Is Google Optimize or Iterable better?
Neither clearly leads. Google Optimize starts at Free and Iterable at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Optimize or Iterable?
Google Optimize has a free tier; the other does not. Paid plans start at Free for Google Optimize and On request for Iterable.
Does Google Optimize or Iterable 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. Iterable 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 Iterable is typically brought in for.
What can Google Optimize do that Iterable 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
Iterable: How much does Iterable cost?

Iterable does not publish pricing on their website. Interested customers must contact their sales team, book a demo, or request a quote through their website for pricing information.

Source
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