Google Optimize is gone. Segmently is the fastest way to get your A/B testing back up and running, with a better visual editor, no Google Analytics dependency, and a free tier to get started immediately.
Official notice: Google shut down Optimize and Optimize 360 on September 30, 2023. All experiments stopped running on that date. If you're still looking for a replacement, you're in the right place.
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| Feature | Segmently | Google Optimize |
|---|---|---|
| Feature flags / progressive rollouts Segmently: Included; Competitor: Often a separate add-on | ||
| Still active / availableGoogle officially ended Optimize and Optimize 360 on September 30, 2023. All running experiments stopped on that date. Organizations that relied on it for conversion optimization lost their tooling overnight with no migration path provided by Google. Google Optimize shut down permanently on September 30, 2023 | ||
| Free tierSegmently's free tier includes up to 5,000 visitors/month, 1 active experiment, and 1 project, enough to start validating ideas immediately. Google Optimize was also free, but it's no longer available at any price. | ||
| Starting price | $0/mo | N/A (discontinued) |
| Visual editor (no-code)Segmently's visual editor works directly with your installed snippet; click any element on your live site to change text, colors, layout, or HTML without writing code. Google Optimize had a visual editor too, but it required a Chrome extension and frequently broke on modern JavaScript-heavy sites (SPAs, React, etc.). Segmently's snippet-based approach works on any framework. | ||
| Anti-flicker protectionAnti-flicker prevents visitors from seeing the original page content before experiment changes are applied (a visible "flash"). Segmently hides the page the moment the script loads, applies changes, then reveals immediately. Google Optimize had an anti-flicker snippet but it was separate code you had to add manually and was notoriously unreliable; many Google Optimize users reported persistent flicker on fast connections. | ||
| Lightweight snippet (< 10 KB)Segmently's snippet is under 10 KB minified and gzipped with no external dependencies. Google Optimize's snippet is no longer served; the service shut down in September 2023 and any reference to it on old sites now loads nothing. Google Optimize is discontinued; no snippet exists | ||
| Google Analytics requiredGoogle Optimize couldn't function without an active Google Analytics integration; your experiment results were stored inside GA, and your GA account determined your experiment limits. Segmently is completely independent: all data is stored in Segmently's own database. You can still connect GA4 if you want, but it's entirely optional. Google Optimize required GA4/UA integration to function | ||
| A/B, Multivariate & Redirect testsSegmently supports A/B tests, multivariate tests (Business and above), and redirect tests today. Multivariate testing generates all element-combination test cells automatically and compares them side by side. Google Optimize supported all three before permanently shutting down in September 2023. Segmently: A/B, MVT (Business+), and redirect tests; Google Optimize is permanently shut down | ||
| CSS/XPath element selectorsSegmently lets you target any element on your page using CSS selectors (e.g. .hero-button, #checkout-cta) or XPath (paste directly from browser DevTools: right-click element → Copy → Copy XPath). This makes it easy to precisely target third-party components or complex nested elements. Google Optimize's selector support was limited and the visual editor was its primary targeting method. | ||
| Multiple variants per experiment (A/B/C/n)Segmently lets you run experiments with as many variants as needed: A vs B vs C vs D, each with its own traffic allocation, all configured visually without code. Google Optimize also supported multiple variants before shutting down; the option no longer exists. | ||
| Conversion goal trackingDefine what a "conversion" means for your experiment: a button click, form submission, specific page view, or custom JavaScript event. Segmently automatically tracks when a visitor in each variant triggers the goal and attributes it correctly. Google Optimize had goal tracking, but results were reported through Google Analytics and are no longer accessible. | ||
| Multi-page funnel goalsTrack the full conversion journey across multiple pages, e.g., landing page → product page → cart → purchase complete. Segmently attributes each funnel step to the variant the visitor was assigned, so you can see exactly where different variants win or lose in the funnel. | ||
| Scroll depth conversion goalA scroll depth goal fires a conversion when a visitor reaches a defined scroll threshold. Google Optimize supported scroll depth as a goal trigger before shutting down. Segmently tracks scroll milestones automatically but does not yet have a one-click scroll goal type in the conversion UI; it can be achieved via a custom JavaScript event goal. Segmently: achievable via custom JS event goal; Google Optimize: discontinued | ||
| Statistical significanceStatistical significance tells you whether your results are meaningful or just random. Segmently uses a chi-squared test and displays confidence levels so you know when a variant has genuinely won. Without significance testing, you might end the experiment too early or too late, making a decision based on noise. | ||
| Persistent variant assignmentOnce a visitor is bucketed into a Segmently variant they always see that variant on every return visit, stored in a first-party cookie and in the Segmently database. Google Optimize handled assignment persistence through Google Analytics cookies; none of that persists because the service shut down and all assignment data was lost. | ||
| Only first-party cookiesSegmently stores all visitor assignment data in a first-party cookie on your own domain with no third-party tracking, making it ITP-resilient and GDPR-friendly. Google Optimize relied on Google Analytics cookies, which included third-party tracking infrastructure; the service and all its cookies are now permanently inactive. Segmently uses only first-party cookies; Google Optimize no longer operates | ||
| Non-PII visitor trackingSegmently visitor IDs are randomly generated UUIDs with no link to personal data. Google Optimize stored visitor identifiers inside Google Analytics client IDs, tying experiment data to GA user profiles. The service no longer runs; all historic assignment data was discarded at shutdown. Segmently uses random UUID visitor IDs; Google Optimize is discontinued | ||
| Analytics dashboard (built-in)Segmently's built-in analytics shows per-variant visitor counts, conversion rates, confidence levels, and trend charts, with no external tool required. Google Optimize reported its results inside Google Analytics, which meant you needed GA access, GA experience, and the right UA/GA4 setup just to read your experiment results. | ||
| SPA / React / Next.js supportSingle-page apps (React, Next.js, Vue) navigate without browser refreshes; the page framework swaps content client-side. Segmently detects these navigations by patching history.pushState, then re-applies experiment changes on every route transition with anti-flicker. Google Optimize's script was never updated for modern SPA frameworks and frequently failed to apply changes after client-side navigation. | ||
| Traffic percentage controlLimit the experiment to a percentage of your visitors; set to 10% for cautious testing, or 100% to run at full scale. Visitors outside the traffic window see the original site untouched, keeping your rollout risk-free. | ||
| URL targeting rulesControl exactly which pages an experiment runs on, using exact match, contains, starts with, ends with, or regex patterns. Run different experiments on different sections of your site without them interfering with each other. | ||
| Device targetingTarget only desktop, mobile, or tablet visitors. Segmently detects device type automatically and applies targeting rules with no code required. Google Optimize is discontinued and its targeting system no longer runs. | ||
| Geo / country targetingSegmently evaluates visitor country in the experiment targeting step on Professional and above, no code required. Google Optimize had limited geo targeting before shutting down in September 2023; the service is permanently offline. | ||
| New vs. returning visitor targetingSegmently automatically detects new vs. returning visitors using a first-party cookie set by the snippet, with no code required. Google Optimize had basic audience conditions but is permanently discontinued. | ||
| Team management & rolesSegmently supports team invitations, roles (owner, admin, member), and shared access across all projects, available even on the free tier. Google Optimize was tied to a Google account with limited multi-user collaboration. | ||
| Self-serve signup | ||
| Active development & supportSegmently ships new features regularly and has an active support team. Google Optimize received no meaningful updates in its final two years before shutdown. Choosing a platform that's actively invested in is critical; a tool that stops being developed will eventually stop working for your stack. | ||
| Experiment schedulingSchedule experiments to start and stop automatically on specific dates. Segmently supports per-experiment scheduling on Professional and above, so campaigns launch and close in sync with product releases or promotions without manual intervention. Google Optimize never had a scheduling feature. | ||
| Revenue tracking & ROI reportingTrack purchase amounts, cart value, and recurring revenue directly inside your experiment results. See which variant earns the most actual money, not just conversion clicks. Google Optimize shut down September 2023 | ||
| Split URL testingSplit URL testing redirects visitors to a different URL to test full page redesigns. Google Optimize did support redirect experiments before shutting down in September 2023. Segmently supports split URL testing today via a secure handoff parameter that correctly attributes page views and conversion goals on the destination page. Google Optimize shut down September 2023 | ||
| Slack experiment notificationsSegmently sends real-time Slack alerts when experiments start, pause, reach statistical significance, or when team or billing events occur. Each event type is individually toggleable per organization. Google Optimize had no notification system; you had to manually check Google Analytics for results. | ||
| GA4 / Mixpanel / webhook integrationsSegmently connects to GA4, Mixpanel, and custom outgoing webhooks on Business tier and above so experiment data flows into your existing analytics stack without relying on a single vendor. Google Optimize was entirely dependent on Google Analytics; that dependency is now permanently broken. Google Optimize's GA integration no longer exists; Segmently integrates with GA4, Mixpanel, and outgoing webhooks independently | ||
| Per-experiment activation delayEach Segmently experiment has its own configurable activation delay controlling exactly when the page is revealed after changes are applied. Set 0ms for instant reveal or a custom delay for complex pages. Google Optimize shipped a global anti-flicker snippet with no per-experiment timing control. | ||
| Analytics data export (CSV / JSON)Export any experiment's full analytics to CSV or JSON in one click. Google Optimize stored results inside Google Analytics with no independent export path; that data is no longer accessible. | ||
| Auto traffic optimization (multi-arm bandit)Auto traffic optimization shifts visitor allocation toward winning variants as data accumulates, reducing impressions wasted on underperformers. Segmently includes this on Business tier and above via a toggle in the experiment setup. Google Optimize never had a multi-arm bandit feature and is permanently shut down. | ||
| Live logs & real-time event streamSegmently's Live Events Dashboard streams all experiment events in real-time (3s polling), showing visitor ID, device, variant, URL, and goal fires per event. Google Optimize had no live event stream before permanently shutting down in September 2023. Segmently: Live Events Dashboard (Professional+); Google Optimize is shut down | ||
| Session recordingsSegmently includes session recordings on the Enterprise plan. Every recorded session captures DOM mutations, scrolls, clicks, rage clicks, and viewport resizes using rrweb, with full playback in the Sessions dashboard. Google Optimize shut down in September 2023 and never included session recording capabilities; it relied entirely on Google Analytics for behavioral data. Segmently: Enterprise plan only; Google Optimize shut down in 2023 with no session recording feature | ||
| Heatmaps (click, scroll & mouse-move)Segmently includes click heatmaps and scroll heatmaps on Professional and above, with mouse-move tracking on Business and Enterprise. Google Optimize never offered heatmap functionality and permanently shut down in September 2023. Teams displaced from Google Optimize and looking for heatmaps alongside A/B testing will find both in Segmently. Segmently: Professional+ (click/scroll), Business+ (mouse-move); Google Optimize shut down in 2023 and never had heatmaps | ||
| Behavioral triggers (scroll depth, time on page, click, referral)Segmently lets you gate experiment activation on scroll depth milestones, time-on-page thresholds, click events, or referral source, all without code in the targeting step on Professional and above. Google Optimize had limited behavioral targeting conditions before permanently shutting down. Segmently: Professional+, fully no-code trigger builder; Google Optimize is discontinued | ||
| Custom attribute targetingCustom attribute targeting lets you gate experiment access on any visitor property you set via window.Segmently.setAttributes(). Define rules like plan equals pro or loginCount greater_than 30. All rules use AND logic. Works in standard targeting and also gates behavioral triggers. Available on Professional and above. Google Optimize, which permanently shut down in September 2023, had limited audience targeting conditions with no custom attribute rule builder. Google Optimize (now sunset) had limited audience conditions; Segmently ships full attribute targeting with 7 operators | ||
| Snippet Debugger (?seg_debug=1)Append ?seg_debug=1 to any URL to open Segmently's on-page debug overlay showing visitor ID, active experiments, assignments, events fired, and targeting decisions, all without DevTools or a browser extension. Google Optimize had no equivalent built-in debug tool. Unique to Segmently; Google Optimize is discontinued | ||
| Auto-winner detection & in-app alertsSegmently automatically detects experiment winners and surfaces alerts via the in-app AlertsBell notification center and optionally Slack when significance thresholds are met. Google Optimize had no winner alert system and is permanently shut down. Segmently: AlertsBell in-app + Slack; Google Optimize is discontinued | ||
| On-site test panelSegmently's on-site test panel lets any team member preview any variant by appending ?seg_panel=1 to a URL, without logging in. Google Optimize required navigating to the dashboard and using Preview mode from within the interface, and the service is now permanently offline. Append ?seg_panel=1; unique to Segmently | ||
| Color picker in visual editorSegmently's visual editor includes inline color pickers for background, text, and border colors on any selected element. Google Optimize had color editing in its visual editor before shutting down in September 2023. Segmently has an active visual editor with color pickers; Google Optimize is discontinued | ||
| Transparent public pricingSegmently publishes exact pricing on its website with no sales call required. Sign up, install, and run your first experiment in minutes with a clear picture of what each tier costs. Google Optimize is discontinued; no pricing applies | ||
| Built-in live chat widget for customersSegmently ships a built-in live chat widget for your site visitors, managed entirely from the Segmently Inbox. Business and Enterprise customers also receive live chat support from the Segmently team. Google Optimize permanently shut down in September 2023. Segmently includes a native visitor chat widget managed from the Inbox; Google Optimize shut down in 2023 with no chat feature | ||
| Popup builder (exit-intent, scroll, timed overlays)Segmently ships a no-code popup builder on the Professional plan and above. Create exit-intent, scroll-triggered, timed, or click-triggered overlays with a visual editor, no extra code required. Google Optimize permanently shut down in September 2023 and had no dedicated popup builder; overlays required writing custom HTML in the native editor. Segmently includes a built-in popup builder on Professional and above; Google Optimize shut down in 2023 with no dedicated popup builder |
Google Optimize information based on features available prior to its discontinuation on September 30, 2023.
Sign up at segmently.us, no credit card needed. Create a project and grab your API key.
Remove the Google Optimize snippet from your site. Add the Segmently one-line snippet to your <head>. That's it for setup.
Use the visual editor to click & modify elements, or inject CSS/JS directly. Set your conversion goal (URL, click, form, or custom event) and launch.
One of Google Optimize's biggest limitations was its hard dependency on Google Analytics; your experiment results lived inside GA, which made it difficult to combine data from other tools.
Segmently stores all experiment data independently. You can still connect GA4 (Enterprise plan) if you want, but it's entirely optional. Your conversion rates, visitor counts, and analytics live in your Segmently dashboard regardless.
Free to start. No Google Analytics required. Running in minutes.