Get under the hood.

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 allow you to test multiple elements on a page to see which combination achieves your goals.

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.

Create and deploy your own variants on your own system. You can still use Optimize to view reports and determine a winner. Learn more.

With Optimize 360, you can run up to 100 experiments at a time to test anything and everything on your site with greater efficiency.

Deliver better personalized experiences to your customers. Immediately launch the winning version of your site from an experiment or launch a custom experience from the ground up.

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

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

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.

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

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.

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.

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

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.

Clear, action-oriented experiment results help you make smarter decisions for your entire business. Learn more.

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

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. Learn more.

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.

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.

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

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.

Schedule a start and end date for your experiment ahead of time.

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

You can set your Goals from Analytics as experiment objectives in Optimize. Learn more.

Need more options for 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.

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.

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.

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.
Learn more.

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

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

AMP users who are already running site tests in AMP can use Optimize 360 for deeper experiment reporting.