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Marketing · head to head

Google Optimize vs Split

Google Optimize logo

Google Optimize

Marketing

A/B testing for Google Analytics

From
Free
Rated
-
Full reviewWebsite
Split logo

Split

Testing

Feature flags tied to a metrics pipeline that attributes production impact to each release, now Harness FME

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; Split split is now a module of the Harness platform and split.io redirects to harness.io, so buying it means entering a Harness commercial relationship rather than a standalone flag vendor contract.
  • They diverge on capability: Google Optimize covers A/B testing, Split covers Feature flags with targeting.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

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

Attributes where Google Optimize and Split differ
AttributeGoogle OptimizeSplit
Starting priceFreeOn request
Pricing modelfreemiumquote
Free tierYesNo
PlatformsWebWeb, API, iOS, Android, Java, Node.js, Python, Go, .NET
CategoryMarketingTesting
Founded1998Unknown

Identical on both: 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 Split

  • Feature flags with targeting
  • Metrics impact engine
  • Guardrail metrics
  • Statistical significance testing
  • Event ingestion
  • SDKs and streaming updates
  • Audit and approvals
  • Harness platform integration

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

Split

  • A product organisation that wants every release measured against conversion and latency by default, not only deliberate experimentsnot Google Optimize
  • Running A/B tests with real statistical significance rather than comparing two dashboard linesnot Google Optimize
  • Catching a regression at five per cent rollout because a guardrail metric fires before the change reaches everyonenot Google Optimize
  • A team already committed to Harness for CI and CD that wants flags in the same platform and contractnot 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

Split

  • Split is now a module of the Harness platform and split.io redirects to harness.io, so buying it means entering a Harness commercial relationship rather than a standalone flag vendor contract.
  • Harness no longer publishes per-module prices, so an organisation that wants only feature management cannot get a list price and must negotiate a module out of a platform bundle.
  • The measurement engine needs traffic volume to reach significance, so a product with modest usage gets flags with an experimentation layer it will rarely be able to conclude anything from.
  • Metric attribution depends on correctly instrumented events flowing into Split, which is an integration project in its own right; without it you have paid for an experimentation platform and are using it as a flag switch.
  • As part of a larger DevOps suite the roadmap now competes with CI, CD, security and cloud cost modules for attention, so feature management is no longer the company’s single focus the way it was as an independent product.

Pricing, plan by plan

Google Optimize

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

Split

On request
  • Harness FreeFree
    • Harness Open Source and community support
    • Intended for individuals and small teams
    • Feature management capability limited at this tier
  • Harness Essentials$undefined/year
    • Bundled DevOps modules including CI, CD, IaC and security testing
    • Standard support
    • Pricing requires contacting sales
  • Harness Enterprise$undefined/year
    • Mix and match from 15 or more modules including Feature Management and Experimentation
    • Premier support with a dedicated account manager
    • Higher pipeline concurrency and organisation limits

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 Split if

  • You need feature flags with targeting.
  • You work on Web, API, iOS, Android, Java, Node.js, Python, Go, .NET.
  • You also want metrics impact engine.
Split review

Questions people ask

Is Google Optimize or Split better?
Neither clearly leads. Google Optimize starts at Free and Split at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Optimize or Split?
Google Optimize has a free tier; the other does not. Paid plans start at Free for Google Optimize and On request for Split.
Does Google Optimize or Split run on more platforms?
Google Optimize runs on Web. Split runs on Web, API, iOS, Android, Java, Node.js, Python, Go, .NET.
Can I use Google Optimize for free?
Yes. Google Optimize has a free tier, so you can try it without paying. Split 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 Split is typically brought in for.
What can Google Optimize do that Split cannot?
Google Optimize covers A/B testing, Google Analytics integration, Visual editor, Real-time analytics. Split covers Feature flags with targeting, Metrics impact engine, Guardrail metrics, Statistical significance testing.

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
Split: Is Split still called Split?

It is now sold as Harness Feature Management and Experimentation after the Harness acquisition, and split.io redirects to harness.io.

Split: Can I buy just feature flags?

Not from a price list. Harness publishes bundle tiers and directs single-module buyers to sales.

Split: What does it do that a plain flag service does not?

It attributes changes in your product metrics to specific flags with statistical significance testing and alerts on guardrail metrics.

Split: Do we need a lot of traffic?

Yes. Statistical tests need volume to conclude, so low-traffic products get limited value from the measurement layer.

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