If you haven’t already seen the update, Google Optimize will be no more after September 2023. The sunsetting of Google Optimize means that any experiences created on the tool will no longer be active, and it will be necessary to download any historical data.
At Yoghurt Digital, we understand the importance of experimentation in driving conversions and achieving business goals. Experimentation is a crucial aspect of any digital marketing strategy, and it’s essential for understanding customer behaviour and making data-driven decisions. With Google Optimize sunsetting, it’s necessary to start thinking about what to do next.
Why is Google Optimize sunsetting?
Google Optimize and Google Optimize 360 will no longer be available to allow Google to focus on other products, primarily A/B testing within Google Analytics 4 (GA4). In a blog post, Google said the company is “focused on bringing the most effective solutions and integrations to our customers, especially as we look toward the future with GA4.
Despite being “a longstanding product”, Google Optimize lacks the features and services customers request for experimentation testing. With GA4 fast approaching, Google has decided “to invest in solutions that will be more effective”.
As a result, Google is encouraging all users to download historical data before 30 September 2023.
How to Export Your Data
To export your completed experiment data as a CSV file, here’s what you need to do:
- Go to the Reporting tab of the experiment that has ended.
- Look for the download icon, and click on it.
- Select the type of report you want to download from the drop-down menu.
Optimize report
Exports a CSV file containing Optimize’s evaluation of the different variations in your experiment, including modelled conversion rate, modelled improvement, and the observed Google Analytics data based on your Optimize goal (e.g. revenue for merchants or pageviews for publishers)
Analytics data
This action will allow you to export a CSV file comprising the everyday Google Analytics data for every experiment variation. This file includes information such as the number of sessions and the objectives (e.g. revenue for merchants or pageviews for publishers) for each variation.
With these steps, you’ll be able to export your experiment data in a format that’s easy to analyse and share with your team. For more details on how to export your data, visit Google Support.
Comment From the Head of UX/ CRO at Yoghurt Digital
Amy Cheng, Head of UX and CRO at Yoghurt Digital, offers her perspective on Google Optimize sunsetting and what it implies for other professionals in the industry:
As the head of UXC at Yoghurt Digital, I have seen first-hand the impact experimentation can have on a company’s success.
With the announcement of Google Optimize’s shutdown, businesses need to consider alternative tools.
While it may seem daunting, switching to a new experimentation tool can open up new opportunities for growth and optimisation.
GA4 is a powerful transition from GAU; it will be exciting to see what testing in GA4 will bring.
Yoghurt is Here to Help
What sets Yoghurt apart is that data, not opinions, drive our strategies. That’s because we believe that data is, in its most distilled form, the voice of your customers, and a company that pays attention to the stories hidden in its data has a significant advantage over one that doesn’t.
Using a data-driven approach, we can validate which experiences work and do not work for users concerning your business objectives and provide you with a simple and effective solution that will help you enhance your digital products and increase conversions. Our goal is to provide you with a clear understanding of the user experience on your website and identify opportunities to improve it.
If you’re looking for a way to make sense of your data and turn it into actionable insights, don’t hesitate to contact Yoghurt Digital and our team of digital marketing specialists. Together, we can help you reveal the stories your data offers, helping us make data-driven decisions that will drive your online performance to achieve your business objectives.