Google Optimize alternative
Google Optimize alternative for marketing teams
Google Optimize was free and good enough for most marketing teams' A/B tests. Google shut it down on September 30, 2023, and pointed people at enterprise testing tools priced for enterprises. If you want Optimize's simplicity back, at a price you can put on a company card, Tapestry is built for you.
Where Google Optimize is strong
- It was free, and tightly integrated with Google Analytics audiences and goals.
- Its visual editor made small copy and color changes quick.
Google Optimize vs Tapestry
| Google Optimize | Tapestry | |
|---|---|---|
| Who designs the variants | You designed every variant yourself in the visual editor, or asked a designer and engineer. | AI writes 2–4 variants of the section you pick, in your site's own fonts, colors and spacing. You approve them. |
| Results | Bayesian results inside Optimize and Google Analytics reports. | Bayesian results in plain English (“Variant B is very likely better: 97% chance it's best, about +18% more sign-ups”), with sample-ratio and health checks. |
| Install | An async snippet plus an anti-flicker snippet that hid the whole page while it loaded. | One synchronous script tag. Only the section under test is hidden, for at most 1.5 s, and it falls back to your original on any error. |
| Price | Free (Optimize 360 was enterprise-priced). Discontinued in 2023. | $100/month, one plan. No per-visitor pricing, no sales call. 14-day free trial, no card. |
The short version
Tapestry doesn't try to be a Google Analytics add-on. It does the part Optimize never did — designing the variants — and keeps testing as simple as Optimize made it.
Comparison based on Google Optimize's public information as of October 2026. Products change; check their site for current details.