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Marketing · head to head

Google Optimize vs Optimizely

Google Optimize logo

Google Optimize

Marketing

A/B testing for Google Analytics

From
Free
Rated
-
Full reviewWebsite
Optimizely logo

Optimizely

Marketing

Digital experience optimization

From
$10000/year
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; Optimizely no pricing is published and no minimum is stated
  • They diverge on capability: Google Optimize covers Google Analytics integration, Optimizely covers Multivariate testing.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

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

Attributes where Google Optimize and Optimizely differ
AttributeGoogle OptimizeOptimizely
Starting priceFree$10000/year
Pricing modelfreemiumquote
Free tierYesNo
PlatformsWebWeb, Mobile
Founded19982010

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

  • Google Analytics integration
  • Visual editor
  • Real-time analytics
  • Google Tag Manager
  • Google's security
  • 40+ languages language support

Only in Optimizely

  • Multivariate testing
  • Personalization
  • Feature management
  • Analytics
  • Adobe Analytics
  • SOC2
  • ISO27001
  • Mobile support

Both cover

  • A/B testing
  • Google Analytics
  • Cloud deployment
  • Web support

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

Optimizely

  • A/B testing and experimentation across web and product experiencesnot Google Optimize
  • Feature flagging and personalisation for digital productsnot 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

Optimizely

  • No pricing is published and no minimum is stated
  • Every plan is individually packaged, so no two quotes are necessarily comparable
  • Reaching a figure requires a demo or sales conversation

Pricing, plan by plan

Google Optimize

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

Optimizely

$10000/year
  • Enterprise$undefined/year
    • A/B testing
    • Personalization
    • Feature management

Which should you pick?

Choose Google Optimize if

  • You need google analytics integration.
  • You want to start without paying.
  • You also want visual editor.
Google Optimize review

Choose Optimizely if

  • You need multivariate testing.
  • You work on Web, Mobile.
  • You also want personalization.
Optimizely review

Questions people ask

Is Google Optimize or Optimizely better?
Neither clearly leads. Google Optimize starts at Free and Optimizely at $10000/year, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Optimize or Optimizely?
Google Optimize has a free tier; the other does not. Paid plans start at Free for Google Optimize and $10000/year for Optimizely.
Does Google Optimize or Optimizely run on more platforms?
Google Optimize runs on Web. Optimizely runs on Web, Mobile.
Can I use Google Optimize for free?
Yes. Google Optimize has a free tier, so you can try it without paying. Optimizely starts at $10000/year.
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 Optimizely is typically brought in for.
What can Google Optimize do that Optimizely cannot?
Google Optimize covers Google Analytics integration, Visual editor, Real-time analytics, Google Tag Manager. Optimizely covers Multivariate testing, Personalization, Feature management, Analytics. Both handle A/B testing, Google Analytics, Cloud deployment, Web support.

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
Optimizely: How much does Optimizely cost?

Optimizely does not publish pricing rates. The company states that every plan is individually packaged based on specific customer needs. Interested customers must request a demo or contact the sales team to receive customized pricing.

Source
Optimizely: What is the pricing model for Optimizely?

Optimizely uses a custom enterprise pricing model rather than published rate cards. Pricing is determined through direct consultation with the sales team based on the customer's digital needs and feature requirements.

Source
Optimizely: Is there a free trial of Optimizely?

Optimizely does not specify free trial availability on its website. Customers interested in exploring the platform are directed to request a demo through the company's website to discuss trial options.

Source
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