Where it runs
Inside your WordPress site
Optimize ran in Google's cloud through a page snippet and kept its data in Google's servers and Analytics.
Comparison
The free, self-hosted alternative to Google Optimize for WordPress
Google Optimize was turned off on 30 September 2023 - and it was the one major tool with a free plan. ImproveAB is the free, cookieless replacement that runs inside WordPress and keeps your data on your own server.
Competitor details last checked September 2026; sources are under the table.
At a glance
How you pay
Free, with optional Pro
Optimize was free, which is why its shutdown on 30 September 2023 left a gap.
What you give up
Analytics as the reporting layer
Optimize reported through Google Analytics. ImproveAB records conversions first-party in your own database, with or without an analytics tool.
Who should pick which
An honest split.
Google Optimize is a capable tool with real strengths. These are the two situations, stated plainly.
Pick another platform if
- Your testing has to be tied deeply into Google Analytics 4 experimentation.
- You need enterprise server-side or feature-flag testing.
- You want a full analytics suite rather than a focused testing tool.
Pick ImproveAB if
- You want a maintained, free replacement that runs inside WordPress.
- Visitor data should stay on your own server, with no cookies set.
- You test headlines, buttons, sections and pages, on any builder.
Feature by feature
What each one has.
Every row is a yes, a no, or a short note where yes or no would mislead. Rows where Google Optimize has something we do not are marked the same way. Sources are under the table.
- Included
- PaidOnly in a paid plan (either product)
- On our roadmap
- Not included
| Feature | Google Optimize | ImproveAB |
|---|---|---|
| Testing | ||
| A/B testing | Was included, free | IncludedNo traffic limits, unlimited tests, no account |
| Split URL tests | Was included | IncludedSame: free, no traffic limits, unlimited tests |
| No traffic limits | IncludedWas unmetered | IncludedYes, it is your server |
| Flicker-free by design | Not includedAnti-flicker snippet needed | IncludedYes, flicker-free rendering |
| Multivariate testing | Was included | On our roadmapOn the roadmap as researching, no date |
| Where things happen | ||
| Still available | Not includedShut down on 30 September 2023 | IncludedYes, active |
| Where it runs | Google's cloud plus a page snippet | IncludedInside your WordPress site |
| Where data lives | Google's servers and Analytics | IncludedYour own database |
| Cookies | Not includedUsed cookies | IncludedNone, cookieless by design |
| WordPress fit | Generic snippet | IncludedNative plugin, any builder |
| Reporting | Through Google Analytics | IncludedBuilt in; Pro adds significance and Bayesian |
| Pricing | ||
| Price | Was free | IncludedFree, with optional Pro |
| Free tier | Was free | IncludedFree forever, no traffic limits |
Sources for Google Optimize: Google's Optimize sunset notice, checked September 2026. ImproveAB facts come from the plugin itself.
Getting started
Switching is quick.
No migration project. When it lands, the free plugin runs its first test the same afternoon.
Install ImproveAB
Google Optimize can stay installed while you compare.
Recreate a live experiment
Tag each variant with a CSS class in your builder, or set up a URL test for whole pages.
Choose a goal
Page visits, clicks, form submissions, add to cart, WooCommerce purchases with revenue, scroll depth, time on page and active time, all free.
Launch
Results accumulate in your own database, with no traffic meter running.
Questions
Answered plainly.
Answers are visible, not folded away, so they can be read and quoted.
Is Google Optimize still available?
No. Google Optimize and Optimize 360 were shut down on 30 September 2023 and can no longer be used; experiment data was removed after that date.
Is ImproveAB free like Google Optimize was?
Yes - the plugin is free forever with no pageview or traffic limits. An optional Pro upgrade adds statistics, automation and AI tools.
Do I need Google Analytics to use it?
No. ImproveAB records conversions first-party in your own database, so it works with or without any analytics tool.
Is the free version really unlimited on traffic?
Yes. Tests run on your own server, so there is no pageview meter and no account. The free plan has no limit on visitors, or on how many tests run at once.
How current is the Google Optimize information here?
Last checked September 2026. Always confirm current pricing and features on Google Optimize's own site.
Try the free, self-hosted way.
ImproveAB is in final testing: no traffic limits, no data leaving your site. Join the waitlist and we will email you the day it lands.