Softwr

Marketing · head to head

Google Optimize vs LimeSurvey

Google Optimize logo

Google Optimize

Marketing

A/B testing for Google Analytics

From
Free
Free plan
Yes
Full reviewWebsite
LimeSurvey logo

LimeSurvey

Surveys

Open source survey software you can self-host, with German-hosted cloud as the alternative

From
Free
Free plan
Yes
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; LimeSurvey self-hosting shifts patching, backups and PHP upgrades onto your own team, and neglected installations become a security liability holding participant data.
  • They diverge on capability: Google Optimize covers A/B testing, LimeSurvey covers Self-hosted deployment.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

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

Attributes where Google Optimize and LimeSurvey differ
AttributeGoogle OptimizeLimeSurvey
Pricing modelfreemiumOpen source, with paid cloud hosting
PlatformsWebWeb, Self-hosted
CategoryMarketingSurveys
Founded1998Unknown

Identical on both: starting price (Free), free tier (Yes), user rating (Not yet rated).

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 LimeSurvey

  • Self-hosted deployment
  • Question type depth
  • Expression manager
  • Quotas and screening
  • Multilingual surveys
  • Participant management

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

LimeSurvey

  • A university study whose ethics approval requires participant data to stay on institutional serversnot Google Optimize
  • A public body procuring survey software under European data protection rulesnot Google Optimize
  • A market research agency running multilingual instruments with quotas and screening logicnot Google Optimize
  • A team that needs complex matrix and ranking questions consumer form builders do not supportnot 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

LimeSurvey

  • Self-hosting shifts patching, backups and PHP upgrades onto your own team, and neglected installations become a security liability holding participant data.
  • The default interface and themes look dated beside Typeform or Jotform, which measurably lowers completion rates on consumer-facing surveys.
  • Cloud plans are capped on responses per period, so an unexpectedly successful field wave can force an upgrade in the middle of data collection.
  • Serious theming and layout changes require template and CSS work rather than a visual designer, so agencies often budget developer time per project.
  • Support on the free edition is community forums only, and paid support is a separate purchase, which is a poor fit for teams with no technical staff.

Pricing, plan by plan

Google Optimize

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

LimeSurvey

Free
  • Community Edition (self-hosted)Free
    • Free under the GNU General Public Licence
    • No response limits imposed by the vendor
    • Hosting, patching, backups and upgrades are your responsibility
  • LimeSurvey Cloud$undefined/year
    • Hosted on servers in Germany
    • Tiered on responses and storage per period rather than per user
    • Higher tiers add branding removal, more storage and support

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 LimeSurvey if

  • You need self-hosted deployment.
  • You want to start without paying.
  • You work on Web, Self-hosted.
  • You also want question type depth.
LimeSurvey review

Questions people ask

Is Google Optimize or LimeSurvey better?
Neither clearly leads. Google Optimize starts at Free and LimeSurvey at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Optimize or LimeSurvey?
Google Optimize starts at Free and LimeSurvey at Free.
Does Google Optimize or LimeSurvey run on more platforms?
Google Optimize runs on Web. LimeSurvey runs on Web, Self-hosted.
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 LimeSurvey is typically brought in for.
What can Google Optimize do that LimeSurvey cannot?
Google Optimize covers A/B testing, Google Analytics integration, Visual editor, Real-time analytics. LimeSurvey covers Self-hosted deployment, Question type depth, Expression manager, Quotas and screening.

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
LimeSurvey: Is LimeSurvey really free?

The self-hosted Community Edition is free under the GPL with no vendor response limits. The hosted cloud is paid and tiered by response volume.

LimeSurvey: Where is cloud data stored?

On servers in Germany, which is why public sector and academic buyers choose it over United States hosted competitors.

LimeSurvey: Can it handle complex research designs?

Yes. Quotas, randomisation, piping and matrix question types are core features rather than enterprise add-ons.

Share

Related pages

More on Google Optimize

More on LimeSurvey

Keep looking

Other head to heads