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Marketing · head to head

Google Optimize vs Marketing Evolution

Google Optimize logo

Google Optimize

Marketing

A/B testing for Google Analytics

From
Free
Rated
-
Full reviewWebsite
Marketing Evolution logo

Marketing Evolution

Marketing

Advanced marketing analytics and attribution modeling

From
$5000/month
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; Marketing Evolution pricing not published on vendor website; enterprise data infrastructure platform requires custom quote
  • They diverge on capability: Google Optimize covers A/B testing, Marketing Evolution covers Multi-touch attribution.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Google Optimize and Marketing Evolution actually diverge.

Attributes where Google Optimize and Marketing Evolution differ
AttributeGoogle OptimizeMarketing Evolution
Starting priceFree$5000/month
Pricing modelfreemiumsubscription
Free tierYesNo
PlatformsWebWeb, Api, Analytics
Founded19982008

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 Tag Manager
  • Google's security
  • Cloud deployment
  • Web support

Only in Marketing Evolution

  • Multi-touch attribution
  • Marketing mix modeling
  • Channel performance
  • ROI analysis
  • Forecasting
  • Budget optimization
  • Custom reporting
  • Advanced analytics

Both cover

  • Google Analytics

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

Marketing Evolution

  • Marketing data unification across paid, owned, and third-party data sourcesnot Google Optimize
  • Attribution modeling and customer journey reconstructionnot Google Optimize
  • AI-agent-ready marketing data context and business ontologynot Google Optimize
  • Marketing budget planning and scenario simulation with Darwin toolnot Google Optimize
  • Cross-channel performance monitoring and KPI standardizationnot 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

Marketing Evolution

  • Pricing not published on vendor website; enterprise data infrastructure platform requires custom quote

Pricing, plan by plan

Google Optimize

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

Marketing Evolution

$5000/month
  • Professional$5000/month
    • Basic attribution modeling
    • Multiple channels
    • Monthly reporting
  • Enterprise$undefined/month
    • Advanced attribution
    • Unlimited channels
    • Real-time analysis
  • Custom$undefined/month
    • Custom implementation
    • Professional services
    • Consulting included

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 Marketing Evolution if

  • You need multi-touch attribution.
  • You work on Web, Api, Analytics.
  • You also want marketing mix modeling.
Marketing Evolution review

Questions people ask

Is Google Optimize or Marketing Evolution better?
Neither clearly leads. Google Optimize starts at Free and Marketing Evolution at $5000/month, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Optimize or Marketing Evolution?
Google Optimize has a free tier; the other does not. Paid plans start at Free for Google Optimize and $5000/month for Marketing Evolution.
Does Google Optimize or Marketing Evolution run on more platforms?
Google Optimize runs on Web. Marketing Evolution runs on Web, Api, Analytics.
Can I use Google Optimize for free?
Yes. Google Optimize has a free tier, so you can try it without paying. Marketing Evolution starts at $5000/month.
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 Marketing Evolution is typically brought in for.
What can Google Optimize do that Marketing Evolution cannot?
Google Optimize covers A/B testing, Google Analytics integration, Visual editor, Real-time analytics. Marketing Evolution covers Multi-touch attribution, Marketing mix modeling, Channel performance, ROI analysis. Both handle Google Analytics.

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
Marketing Evolution: How much does Marketing Evolution Substrate cost?

Marketing Evolution does not publish pricing on its website. The Substrate platform is sold through enterprise contracts requiring custom quotes.

Source
Marketing Evolution: What is the cost of Darwin proactive intelligence?

Darwin is included with the Substrate platform. Marketing Evolution does not publish per-user or per-instance pricing on its website.

Source
Marketing Evolution: Does Marketing Evolution offer a free trial?

Marketing Evolution directs users to request a demo or get started on the website. No free trial period is mentioned or offered.

Source
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