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Marketing · head to head

Google Optimize vs Optimove

Google Optimize logo

Google Optimize

Marketing

A/B testing for Google Analytics

From
Free
Rated
-
Full reviewWebsite
Optimove logo

Optimove

Marketing

Retention marketing platform that forces control groups and reports uplift per customer

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; Optimove it requires a customer-level data feed with transactions before it does anything useful, and mapping that feed typically takes weeks of joint work rather than days.
  • They diverge on capability: Google Optimize covers A/B testing, Optimove covers Customer modelling.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

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

Attributes where Google Optimize and Optimove differ
AttributeGoogle OptimizeOptimove
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 Optimove

  • Customer modelling
  • Mandatory control groups
  • Optibot
  • Multichannel orchestration
  • Self-optimising campaigns
  • Realtime triggers

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

Optimove

  • An operator that has to prove incremental revenue from retention marketing to a finance committeenot Google Optimize
  • Segmenting a customer base by predicted value and lifecycle stage rather than by campaign list membershipnot Google Optimize
  • Running hundreds of small always-on campaigns where per-campaign uplift decides which survivenot Google Optimize
  • Coordinating retention messaging with paid audience suppression so lapsed customers are not paid for twicenot 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

Optimove

  • It requires a customer-level data feed with transactions before it does anything useful, and mapping that feed typically takes weeks of joint work rather than days.
  • Pricing is based on tracked customers, so an inflated database of accounts that will never return costs money exactly like an unpruned email list does.
  • The modelling layer is largely opaque, so when a lifecycle stage assignment looks wrong there is limited ability to inspect why beyond vendor support.
  • The interface is dense and built for daily operators, and occasional users typically never become independent in it.
  • Email delivery is through bundled or third-party sending infrastructure rather than an in-house ESP, which adds a party to any deliverability investigation.

Pricing, plan by plan

Google Optimize

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

Optimove

On request
  • Optimove$undefined/year
    • Priced by number of tracked customers
    • Channel modules and Kumulos-derived mobile messaging licensed separately
    • Annual contract including onboarding services

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 Optimove if

  • You need customer modelling.
  • You work on Web, iOS, Android, REST API.
  • You also want mandatory control groups.
Optimove review

Questions people ask

Is Google Optimize or Optimove better?
Neither clearly leads. Google Optimize starts at Free and Optimove at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Optimize or Optimove?
Google Optimize has a free tier; the other does not. Paid plans start at Free for Google Optimize and On request for Optimove.
Does Google Optimize or Optimove run on more platforms?
Google Optimize runs on Web. Optimove 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. Optimove 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 Optimove is typically brought in for.
What can Google Optimize do that Optimove cannot?
Google Optimize covers A/B testing, Google Analytics integration, Visual editor, Real-time analytics. Optimove covers Customer modelling, Mandatory control groups, Optibot, Multichannel orchestration.

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
Optimove: Why does it insist on control groups?

Because uplift is the reported metric. Without a holdout the platform cannot attribute revenue, and the reporting that justifies the licence stops working.

Optimove: Is it only for iGaming?

No, but that is where its density of customers and its default lifecycle models are strongest. Subscription retail and financial services are the other common verticals.

Optimove: Can it send email itself?

It orchestrates and personalises, then sends through connected delivery infrastructure. Deliverability remains a shared responsibility with that provider.

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