Is Google Optimize still available?

No. Google sunset Optimize and Optimize 360 on 30 September 2023. Existing experiments stopped running and the product cannot be reactivated. Anyone who relied on it needs a replacement.

What is the closest free alternative to Google Optimize?

A tool that, like Optimize, deploys through Google infrastructure you already run and reports in Google Analytics. Tagsplit publishes tests as tags in your existing Google Tag Manager container and pulls results from GA4, so there is no new vendor snippet to install and no separate reporting silo.

Do I need a developer to switch?

Not for the setup. You sign in with the Google account that already has access to your GTM container and GA4 property. Variants are built as CSS, text or HTML changes and published to GTM from the tool. A developer is only needed if a test requires custom code on your site.

How is this different from VWO or Optimizely?

Those platforms install their own script on your site and charge by traffic or plan; VWO Testing starts at $314 per month for its Growth plan (pricing as of March 2026, vwo.com). Tagsplit runs inside the tag manager you already have and is free. The trade-off is scope: Tagsplit is built for teams running A/B tests via GTM and GA4, not for enterprise personalisation suites.

Where do the results come from?

From your own GA4 property. Each test writes an experiment variant into the data layer, GA4 records it, and Tagsplit reads the metrics back so you compare variants on the same numbers your team already reports on.

Google Optimize alternative

The Google Optimize alternative that runs in the tag manager you already have

Google Optimize shut down on 30 September 2023. Tagsplit replaces it the way Optimize users actually worked: tests deploy through your existing Google Tag Manager container, results come from GA4, and it is free. No new script, no developer.

Your data stays in your Google & GTM account

Why Optimize users end up on a GTM-native tool

Optimize was never a stand-alone testing platform. It was the free layer on top of the Google stack most teams already ran: a container in Google Tag Manager and reporting in Google Analytics. The paid platforms that replaced it ask you to install their own snippet, learn their own reporting, and pay per visitor. If your team's workflow was "publish from GTM, read in GA", the least disruptive replacement keeps exactly that workflow.

That is what Tagsplit does. A test is a GTM tag. A variant is a set of CSS, text or HTML changes. A result is a GA4 report on the experiment variant your container wrote to the data layer. The AI layer on top writes the brief, drafts the variant code and reads the result back to you in plain language, so a CRO team ships without a developer handoff.

Google Optimize vs VWO vs Tagsplit

	Google Optimize	VWO Testing	Tagsplit
Status	Shut down Sept 2023	Active	Active
Deploys via	Optimize snippet + GTM	VWO SmartCode snippet	Your existing GTM container
New script on your site	Yes	Yes	No
Results in	Google Analytics	VWO dashboard	GA4 (your property)
AI brief, variants, interpretation	No	Partial	Yes
Price	Was free	From $314/mo (Growth)	$0

Competitor pricing as of March 2026, source: vwo.com. Optimizely pricing is quote-based and not listed publicly, so it is not compared here. Last verified 2026-09-05.

How switching works

1
Sign in with Google
Use the account that already has access to your GTM container and GA4 property. Nothing to install.
2
Recreate or write a test
Describe the idea; the AI drafts the brief and the variant changes. Review, tweak, and publish to GTM from the tool.
3
Read results in GA4
The experiment variant lands in your data layer, GA4 records it, and Tagsplit gives a ship / don't ship read on the numbers your team already trusts.

What Tagsplit is, and is not

A/B tests published as tags in your GTM container
Results from your own GA4 property
AI brief, AI variant code, AI result interpretation
Kanban board and sprints for the testing pipeline
Not a personalisation or feature-flag suite
Not a server-side testing platform

Frequently asked questions

Is Google Optimize still available?: No. Google sunset Optimize and Optimize 360 on 30 September 2023. Existing experiments stopped running and the product cannot be reactivated. Anyone who relied on it needs a replacement.
What is the closest free alternative to Google Optimize?: A tool that, like Optimize, deploys through Google infrastructure you already run and reports in Google Analytics. Tagsplit publishes tests as tags in your existing Google Tag Manager container and pulls results from GA4, so there is no new vendor snippet to install and no separate reporting silo.
Do I need a developer to switch?: Not for the setup. You sign in with the Google account that already has access to your GTM container and GA4 property. Variants are built as CSS, text or HTML changes and published to GTM from the tool. A developer is only needed if a test requires custom code on your site.
How is this different from VWO or Optimizely?: Those platforms install their own script on your site and charge by traffic or plan; VWO Testing starts at $314 per month for its Growth plan (pricing as of March 2026, vwo.com). Tagsplit runs inside the tag manager you already have and is free. The trade-off is scope: Tagsplit is built for teams running A/B tests via GTM and GA4, not for enterprise personalisation suites.
Where do the results come from?: From your own GA4 property. Each test writes an experiment variant into the data layer, GA4 records it, and Tagsplit reads the metrics back so you compare variants on the same numbers your team already reports on.

Pick up where Optimize left off

Free. Publishes to the GTM container you already have. Reports in GA4.