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Marketing · head to head

Google Optimize vs SurveyCTO

Google Optimize logo

Google Optimize

Marketing

A/B testing for Google Analytics

From
Free
Free plan
Yes
Visit Google OptimizeFull review
SurveyCTO logo

SurveyCTO

Surveys

Offline field survey platform priced by submissions rather than seats, built for research data quality

From
Free
Free plan
Yes
Visit SurveyCTOFull review

The short version

  • Google Optimize is a free A/B testing platform integrated.
  • Google Optimize is free; SurveyCTO starts at $225/mo.
  • Only Google Optimize lists A/B testing; only SurveyCTO lists offline collection.
  • Where Google Optimize falls short: Google Optimize and Optimize 360 were sunset and are no longer available as of September 30, 2023.
  • Prices and features on this page were last checked on 13 November 2026.

Where they differ

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

Attributes where Google Optimize and SurveyCTO differ
AttributeGoogle OptimizeSurveyCTO
Pricing modelFreemiumPer month by submission volume
PlatformsWebWeb, Android, iOS
CategoryMarketingSurveys

Identical on both: starting price (Free), free tier (Yes).

Not yet recorded: founded for SurveyCTO.

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 SurveyCTO

  • Offline collection
  • XLSForm authoring
  • Automated quality checks
  • Audio auditing
  • Case management
  • Random assignment
  • Server region selection

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

SurveyCTO

  • A household survey with 200 enumerators across a country where paying per seat would cost more than the fieldworknot Google Optimize
  • An impact evaluation that needs audio auditing and timing metadata to prove interviews were conducted as reportednot Google Optimize
  • A panel study revisiting the same households annually and needing offline case assignment to find them againnot Google Optimize
  • A statistics unit that must keep data inside a specific region and produce a SOC 2 report for its fundernot 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

SurveyCTO

  • Pricing is by submission volume, forms and storage rather than by users, so a small team running continuous high-volume collection can pay more than a 200-person survey team that runs for six weeks
  • Forms are authored in XLSForm spreadsheet syntax, which is precise and versionable but has a real learning curve, and organisations without someone comfortable in it stall at form design
  • Overage is charged at 100 US dollars per 1,000 extra submissions, which is easy to trigger on the Basic tier at 5,000 a month and produces surprise invoices during an active field round
  • Server region selection only appears on the Pro tier and a custom GDPR data processing agreement only on Advanced, so European data protection requirements push the price to at least 315 and often 630 dollars a month regardless of volume
  • It is built for structured research fieldwork, not for business process forms, so it has no dispatch, no invoicing and no formatted document output, and a field service business would be buying the wrong tool

Pricing, plan by plan

Google Optimize

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

SurveyCTO

Free
  • CommunityFree
    • Permanent free subscription for testing and training
    • 10 forms
    • 200 monthly submissions
  • Basic$225/mo
    • Billed annually, 250 USD month to month
    • 100 forms
    • 10 GB storage
  • Pro$315/mo
    • Billed annually, 350 USD month to month
    • 500 forms
    • 25 GB storage
  • Advanced$630/mo
    • Billed annually, 700 USD month to month
    • Unlimited forms, storage and submissions
    • Advanced offline case 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 SurveyCTO if

  • You need offline collection.
  • You want to start without paying.
  • You work on Web, Android, iOS.
  • You also want xlsform authoring.
SurveyCTO review

Questions people ask

Is Google Optimize or SurveyCTO better?
Neither clearly leads. Google Optimize starts at Free and SurveyCTO at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Optimize or SurveyCTO?
Google Optimize starts at Free and SurveyCTO at Free.
Does Google Optimize or SurveyCTO run on more platforms?
Google Optimize runs on Web. SurveyCTO runs on Web, Android, iOS.
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 SurveyCTO is typically brought in for.
What can Google Optimize do that SurveyCTO cannot?
Google Optimize covers A/B testing, Google Analytics integration, Visual editor, Real-time analytics. SurveyCTO covers Offline collection, XLSForm authoring, Automated quality checks, Audio auditing.

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
SurveyCTO: Do I pay per enumerator?

No. Users and devices are unlimited on every paid tier. You pay for monthly submissions, forms and storage.

SurveyCTO: Is there a free version?

Yes, a permanent community subscription with 10 forms, 200 monthly submissions and 200 MB of storage, intended for testing and training rather than production.

SurveyCTO: What happens if I exceed my submissions?

Extra credits are 100 US dollars per 1,000, with discounts of 20 per cent or more at volume. Plan the tier around your peak field month, not your average.

SurveyCTO: Can I choose where the data is stored?

Only on Pro and above. If data residency matters, budget for at least the Pro tier.

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