What you can do with Google Optimize Marketing Platform

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The most basic achievement through the Google Optimize Marketing Platform is to bring the test variations of your website and apps.

Google Optimize shows you which site experiences engage and delight your customers and gives you the solutions you need to deliver them.
Google Optimize is natively integrated with Analytics to help you identify which parts of your site need improvement. Use your Analytics site data to quickly and easily identify problem areas, then turn those insights into action to deliver an online experience that works best for your customers.

Use the visual editor to make simple text and image changes, or use the raw HTML and JavaScript code editor to experiment with more advanced changes. Then, analyze your results with native statistical reporting built on your Analytics data. Powerful capabilities let you focus on specific user segments to deliver better, more personalized experiences to your customers. Go even further with Optimize 360 to deliver custom experiences to your Analytics audiences, without needing to build new ones.

Google Optimize was built on top of Analytics, so you can get set up in minutes by adding a single line of code to your existing Analytics implementation. Once the code is added to your site, you can publish new experiences to your users with a few clicks. Quickly test different variations of your website, focus your experiment to your Google Ads, and see what works best for your customers.

What Optimize can offer you

Test and deliver better experiences with a variety of experiment types, an easy-to-use visual editor and so much more. Google Optimize has the features you need to create online experiences that engage and delight visitors.

Experiment Types

Google Optimize offers different experiment types to fit your testing needs.

A/B or A/B/n Tests– A/B tests, or A/B/n tests, let you test multiple versions of the same web page to learn which page works best for your users.

Multivariate Tests– Multivariate tests allow you to test multiple elements on a page to see which combination achieves your goals. With Optimize 360, enterprises can test even more element combinations.

Redirect Tests– A redirect test, or split URL test, is a type of A/B test that lets you test separate pages against each other. With redirect tests, the test variants are identified by URL instead of page element which is most useful when testing two very different landing pages or a complete page redesign.

Server-Side Experiments– Create and deploy your own variants on your own system. You can still use Optimize to view reports and determine a winner.

Additional Simultaneous Experiments (Optimize 360 Only)- With Optimize 360, you can run up to 100 experiments at a time to test anything and everything on your site with greater efficiency.

Visual Editor

The visual editor allows you to create a new variant of a page without needing to recode your site each time.

Easy Editing– With our WYSIWYG (What-You-See-Is-What-You-Get) editor, you can quickly and easily create variants of your web pages without any recoding — just click to edit.

Helpful Diagnostics– To help ensure the success of your tests, visual editor diagnostics will alert you to potential problems before you ever click the “start” button.

Responsive Visual Editor– Configure experiments for devices of any size with the responsive visual editor. Switch between devices and screen sizes to ensure your site looks its best –for any sized device.

Sophisticated Code Editing– Edit raw HTML or add JavaScript or CSS rules directly in the editor to create even more powerful experiences.


Customize the site experience for each segment of your customers.

Advanced Client-Side Signals– Use nearly any data that is on a web page with cookies or JavaScript variables. You can even use your tag management setup with data layer variables. For full control over when your test runs, try activation events.

Analytics Audiences (Optimize 360 Only)- With Optimize 360, you can customize your experiment to your Analytics audiences. Connect with high-value customers, users with a particular interest, or visitors who have converted recently.

URL– Reach your users based on any aspect of the URL with URL rules. And maximize your marketing’s impact with query parameters – helping you serve the right experience to each channel.

User Attributes– Customize your site based on browser, OS, or device. Reach visitors based on their geographic location or behavior to tailor to those from a specific referrer.


Google Optimize uses Bayesian statistical methods to model the real-world performance of your experiments and deliver more accurate results.

Experiment Summary– Clear, action-oriented experiment results help you make smarter decisions for your entire business.

Improvement Overview– Compare the performance of your variants to your original for a variety of objectives, like sales, clicks, or page views.

Objective Details– Get a better understanding of how each of your variants performed against your experiment objectives. See, for example, the probability each variant will perform better than your original.

Optimize Reports in Analytics– Understand the impact of your experiment by using the results to segment your Analytics data. See how your experiment affects new visitors, returning high-value customers, or any other segment of users.

Experiment Management

google Optimize has many built-in features that make it easier to manage all the experiments you’re running for your business.

Activity Log– The activity log keeps a chronological history of changes. View changes made to an account or container, when they were made, and who made them.

Experiment Preview– In preview mode, you can see how the variant you’ve created looks on different platforms and devices before you run your experiment.

User Permissions– Create and manage the roles and permissions of all your Optimize users. Choose from administrator permission that allow users to manage the entire account or enable view-only access.

Experiment Scheduling– Schedule a start and end date for your experiment ahead of time.Google Optimize uses Bayesian statistical methods

Objective Types

Google Optimize gives you multiple types of objectives to build your experiments on.

System Objectives-System objectives are common objectives that are often used in experiments. You can add a system objective to any experiment with Optimize.

Google Analytics Goals– You can set your Goals from Analytics as experiment objectives in Optimize.

Custom Objectives– With custom objectives, you can build your own objective directly in Optimize. You can also use additional Analytics metrics like Event Category or URL.

Upgraded Experiment Objectives (Optimize 360 Only)- With Optimize 360, you can set additional experiment objectives, even after the experiment has started. For example, you might notice an increase in page views for a certain event label and want to set that as an objective while the experiment is still running.


Key integrations with Google solutions allow you to use all of your customer insights to deliver the right experience to the right customer.

Analytics– Use your Analytics data to identify where to improve your site, measure experiments against business goals, and see exactly how your changes influence customer behavior.

Google Ads– Create and test custom landing pages for your Google Ads accounts, campaigns, ad groups, or keywords. Simply connect an individual Google Ads account to get started.

Google BigQuery– Export your data to BigQuery and conduct advanced, large-scale data analysis to generate deeper insights.

Firebase– Power A/B testing on Firebase app experiences – allowing you to run experiments on Firebase Remote Config and Cloud Messaging.

Accelerated Mobile Pages (AMP)– AMP users who are already running site tests in AMP can use Optimize 360 for deeper experiment reporting.

Optimize offers small business and enterprise solutions to help you test and deliver the best digital experiences to your customers.

You can compare versions here: https://marketingplatform.google.com/about/optimize/compare/

Source: Google Marketing Platform

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