Softwr

Marketing · head to head

Google Optimize vs Tally

Google Optimize logo

Google Optimize

Marketing

A/B testing for Google Analytics

From
Free
Free plan
Yes
Full reviewWebsite
Tally logo

Tally

Surveys

Form builder with unlimited forms and responses on the free plan, edited like a text document

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; Tally built-in analysis is limited to basic summaries, so any real analysis means exporting responses to a spreadsheet or database.
  • They diverge on capability: Google Optimize covers A/B testing, Tally covers Document-style editor.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

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

Attributes where Google Optimize and Tally differ
AttributeGoogle OptimizeTally
Pricing modelfreemiumFree tier, paid for branding and team features
CategoryMarketingSurveys
Founded1998Unknown

Identical on both: starting price (Free), free tier (Yes), platforms (Web), 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 Tally

  • Document-style editor
  • Unlimited free responses
  • Conditional logic and calculations
  • Payment collection
  • Notion and Airtable sync
  • Custom domains

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

Tally

  • A startup collecting waitlist or beta signups that will grow well past a free response cap elsewherenot Google Optimize
  • A small team that wants form submissions landing directly in Notion or Airtablenot Google Optimize
  • A charity or community group running a public consultation with no software budgetnot Google Optimize
  • A quick internal request or intake form that needs to exist within the hournot 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

Tally

  • Built-in analysis is limited to basic summaries, so any real analysis means exporting responses to a spreadsheet or database.
  • There is no offline data collection, which rules it out for field research or events without reliable connectivity.
  • The company is very small and bootstrapped, so support is email and documentation with no account management, and some procurement processes will reject that.
  • Advanced research features such as quotas, randomisation and panel integration are absent, so it is a form builder rather than a research instrument.
  • Design control is deliberately narrow, so brands that need pixel-level form styling will find the theming options constraining even on the paid tier.

Pricing, plan by plan

Google Optimize

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

Tally

Free
  • FreeFree
    • Unlimited forms, questions and responses
    • Conditional logic, calculations and file uploads
    • Integrations including Notion, Google Sheets and webhooks
  • Tally Pro$29/month
    • Remove Tally branding
    • Custom domains and form redirects
    • Team workspaces and collaboration

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 Tally if

  • You need document-style editor.
  • You want to start without paying.
  • You also want unlimited free responses.
Tally review

Questions people ask

Is Google Optimize or Tally better?
Neither clearly leads. Google Optimize starts at Free and Tally at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Optimize or Tally?
Google Optimize starts at Free and Tally at Free.
Does Google Optimize or Tally 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?
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 Tally is typically brought in for.
What can Google Optimize do that Tally cannot?
Google Optimize covers A/B testing, Google Analytics integration, Visual editor, Real-time analytics. Tally covers Document-style editor, Unlimited free responses, Conditional logic and calculations, Payment collection.

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
Tally: Is the free plan really unlimited?

Yes for forms, questions and responses. The paid tier sells branding removal, custom domains and team features rather than volume.

Tally: Is Tally suitable for research surveys?

Only simple ones. It has logic and calculations but no quotas, randomisation or panel management.

Tally: Is it GDPR compliant?

Tally is a European company operating under GDPR, and buyers with strict requirements should request the data processing agreement before rollout.

Share

Related pages

More on Google Optimize

More on Tally

Keep looking

Other head to heads