1. 🛠 Edit running experiences
    20 August 2020
    Ever get your experience just perfect, then launch it – only to notice a typo in your call to action? So frustrating! Previously when this happened, you had to abandon your experience (and any collected data) and create a new one. Now it's simple to make quick corrections and minor edits to Optimize experiments and personalizations after they've been started. Simply click the Edit button in the status bar, make your changes, and click Start.  Edit a running experience by clicking Edit at the top of the experience details page. Editing an Optimize experience can come in handy when: You start an experience only to discover a minor typo after it's live on the web. Your team launched an experience three weeks ago, then unexpected changes to the underlying website break it, making it time consuming to recreate. Obviously, with great power comes great responsibility. This feature shouldn't be used to make material changes that could impact the outcome of your experiment. It's only for fixing typos and things that break unexpectedly. Learn more about how to edit running experiences in the Optimize help center.  
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  2. 🔥 Hotjar + Optimize: new behavioral insights on your experiences
    12 August 2020
    Optimize now gives third-party CRO and analytics tools the power to associate their data with a specific Optimize experience. If you use a heatmap service, for example, you can identify Optimize variants in your session recordings, unlocking new insight about visitor behavior while in the experience. The first third-party developer to leverage our expanded JavaScript API is Hotjar, a leading provider of heatmaps and session recordings. Publishers have always been able to tell Hotjar which visitor sessions to record, however this integration makes it even easier. Hotjar can now automatically detect if a visitor is also in an Optimize experience, then annotate the recording with Optimize experience IDs. Publishers can then filter by Optimize experience and analyze those recordings on These changes to the Optimize JavaScript API allow third-party developers to create URLs that link directly to a specific Optimize experience or variant, making it easier to access a detailed Optimize report in one click. The following fields are available in the Optimize JavaScript API: containerId combination (e.g. variant) experimentId Learn more about the Optimize Javascript API for third parties. Learn more about how to integrate with Optimize on
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  3. ↪️ Advanced redirect tests arrive
    11 May 2020
    We've expanded the functionality of Optimize redirect tests. Since experimentation has exploded in popularity, advanced Optimize users have requested greater control and flexibility in constructing redirect URLs. We heard you loud and clear and are happy to launch sophisticated redirect controls for our advanced users. The main changes we’re introducing with this release include: Advanced redirect mode Add, modify, or delete anything in the URL domain and path. Use the “domain/path” field to identify what in the original URL is to be replaced. Enter the new value in the “replace with” field or leave this field blank to delete it from the final URL.  Add or modify (no delete) of query parameters and fragments. Use the “add/modify query parameters” field for this. Optimize highlights the part(s) of the original URL being replaced.  Users can immediately view both the original and newly constructed redirect URL - but now can click the URL to have it open in a new tab. Flexibility If you already have a redirect URL ready to go, you can quickly create a single-page redirect test by pasting your URL into the Redirect destination field, as usual.  Use an advanced redirect test for more sophisticated needs, such as appending “/new” to any URL that meets your page targeting conditions. For example, you can redirect every visitor arriving at to its equivalent by creating a test with these values: Find in domain/path:  Replace with: Page targeting: contains Note: Although Optimize no longer supports relative paths, we've added RegEx support to accommodate the most sophisticated URL needs. Learn more about advanced redirect tests.
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  4. 🎉 The new Optimize snippet is here!
    27 April 2020
    We're launching a new way to deploy Optimize on websites. The new Optimize snippet will provide higher performance and simplicity than past methods. The new Optimize snippet, in addition to offering greater performance, will also provide an option to run in synchronous and asynchronous modes. With this flexibility, sites with ‘flicker’ issues can choose to run the Optimize snippet in synchronous mode to skip the flicker. Learn more about how to install Optimize with optimize.js.
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  5. 📢 Keep your website updated through COVID-19
    14 April 2020
    As communities around the world respond to COVID-19, this time can present unique challenges for your business. We’ve launched a new banner feature and shared some ways Optimize can help, including how to quickly add a banner to your website with updated hours and services. Learn more.
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  6. 📈 New Optimize reports
    31 March 2020
    With this release, Optimize has greatly improved the reporting experience for its users. With simplified layouts, more transparency, more intuitive labels, the new reporting experience allows users to interpret experiment results more easily and make decisions faster than before. Learn more about the new Optimize reporting experience.
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  7. ♻️ Restore accounts and containers
    March 4, 2020
    Have you ever clicked on "delete," then clicked on "I'm sure," only to experience immediate regret? Yeah, us to. Which is why we rolled out the incredibly helpful restore accounts and containers feature. In short, when you delete an Optimize account or container, it moves to a holding area called "Deleted accounts and containers" (a.k.a. the venerable "trash can,") where you can restore it for up to 30 days.  Restoration requires the following permissions: Account: requires administrator permission for the account. Container: requires publish permission for the container. Learn more about restoring accounts and containers on the help center.         Stay Optimistic!
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  8. ✨ Reporting reboot
    November 15, 2019
    We launched a completely revamped reporting interface at the 2019 Google Marketing Platform (GMP) Partner Summit in San Francisco. If you notice a "Try updated reporting" button at the bottom of your current Optimize reports, click on it to try the new experience.   One of the first things that you'll notice in Reports 2.0 is how we've broken out Observed data (which comes from Google Analytics) and Optimize analysis, an important distinction for analysts and marketers. Seer Interactive wrote a nice overview of the new Optimize reports that discusses the difference between Observed data and Optimize analysis, and includes a pro tip on how to quickly create a personalization (or GA segment) directly from an Optimize variant. Good stuff! Learn more about the new Optimize reporting experience on the help center. Get experimenting and stay Optimistic!
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  9. 🎫 UTM parameter targeting
    October 9, 2019
    UTM parameter targeting allows you to target your Optimize experience at visitors who arrive with a specific UTM campaign parameter and have it persist while they navigate your website.   When you use UTM parameter targeting, Optimize persists the UTM campaign parameter the visitor arrived from even after they leave the landing page to navigate around the site. This allows you to run experiences on web pages other than your landing page. Optimize will also persist Google Ads parameters your visitor arrived from, even after they leave the landing page to navigate around your website. (Note: persistence is limited to 24 hours). Learn more about UTM parameter targeting in the Optimize Resource Hub. 
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  10. 📹 Video: Create a new experiment in Optimize
    August 27, 2019
    Create a new experiment in Optimize We're kicking off a new video series focusing on core Optimize features, specifically on how to create a test in less than five minutes. Our first video – How to create a new experiment in Optimize– explains how to create a new A/B test in three steps. First we show you how to create a variant using the Optimize visual editor. Then we target website visitors from a specific city, and finally we use one of the built-in Google Analytics goals as an objective and start our test. Learn more about how to create an A/B test and the different experiment types (like redirect and MVT) supported by Optimize.  – Happy Optimizing!
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  11. 🏎 Optimize succeeds Content Experiments
    August 7, 2019
    We wanted to provide an update on our June 2019 announcement about Migrating from Content Experiments to Optimize.  In short, we're excited to announce that the migration is complete and Optimize is our recommended testing and personalization tool. In case you're new to these parts, Google Optimize is free, includes native integration with Google Analytics, as well as the following features: A/B testing including redirects Multivariate testing (MVT) URL targeting An easy-to-use visual editor for making changes to your site JavaScript targeting Cookie targeting Geotargeting Browser, operating system, and desktop versus mobile targeting Learn more about migrating from Content Experiments ("CX") to Optimize on the help center.  
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  12. 🕷 Debug mode
    July 18, 2019
    Have you ever wondered why you can't see your experience? Fear not, this happens to everyone! It's part of the nature of experimentation. The Optimize debugger adds two important troubleshooting features to ensure that your experiences run at peak performance: debugging variants and debugging live experiences. The debugger allows you to see the status of your targeting rules – including exactly which rules evaluated as true or false – enabling you to achieve more predictable results with higher accuracy. Learn more about how to debug Optimize experiences. Happy Optimizing!
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  13. 🔎 Search filtering
    July 7, 2019
    If you create a lot of Optimize experiences we think you're going to love our new container search feature – located at the top of your container page. The search bar allows you to search an Optimize container by experience name, ID, editor page, and description. Simply start typing a word or phrase into the search box at the top of any container page and autocomplete will recommend results. Note: Container searches are not case sensitive. RegEx and queries aren't supported. As always, you can learn more about Search filtering in the Optimize help center.
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  14. 🧪 Migrating from Content Experiments to Optimize
    June 15, 2019
    We're making a change to the Google Analytics (GA) testing platform and deprecating Content Experiments (CX) in favor of Google Optimize. Optimize is free and includes an easy-to-use visual editor and powerful targeting personalization features. To create the best product for our customers, we're investing in Optimize as our testing and personalization platform of the future. During phase 1 we're stopping the creation of new Content Experiments in Analytics. Running experiments will continue to run and completed experiments will remain available in read-only mode. During phase 2 we're disabling access to Content Experiments and will direct users to Optimize for testing and personalization. We'll provide more information at the start of Phases 1 and 2. In the meantime, we encourage you to learn more about Optimize and review the first-time user guide. Thank you for using Content Experiments!
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  15. 📑 Multi-page experiences arrive
    May 15, 2019
    Optimize allows you to create coordinated experiences across multiple web pages. Multi-page experiments and personalizations can be used any time you wish to show a set of changes (across multiple pages) to visitors who are in a variant or personalization. For example, you can create a multi-page experience for visitors arriving to your website so that they see a special offer on your landing page, product page, and checkout page, with the offer appearing at a different location on each page. Learn more about multi-page experiences.
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  16. ✅ Install Optimize even easier
    February 15, 2019
    Did you know that it's now easier than ever to install Optimize? Start with this primer if you're just getting started, it has everything you need to tag your site with Optimize. If you already use Google Analytics or the global site tag (gtag.js) start here, and if you use Google Tag Manager start here. After you've installed Optimize, head over to our first time user guide to get your first experience running quickly.  Stay Optimistic!
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  17. ✨ Optimized for speed
    January 17, 2019
    A new, redesigned Optimize is now available. Both novice and advanced users will appreciate the new Optimize interface. We simplified, shortened, and streamlined creating experiences so that everything can be done on one page! The streamlined experience page now includes a visual step-by-step guide that helps you create a test or personalization. Plus, we’ve organized the steps in a clear, linear layout – reducing the number of tabs you need to interact with. It's also easier than ever to link Optimize to Google Analytics, allowing you to select the goals and metrics you want to optimize your experience for. More information – including step-by-step instructions – can be found in the new Optimize first-time user guide. Stay Optimistic!
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  18. 📱 App and mobile experiments
    December 7, 2018
    Optimize gone mobile. The world's gone mobile, and Optimize has gone mobile with it. In fact, Optimize is the engine that powers Firebase A/B testing, our comprehensive mobile development platform. Firebase enables app and game developers to test UI changes, new features, and discover which campaigns improve key metrics (like revenue) before you roll them out widely. Learn more about Firebase A/B testing (blog post) and Firebase Remote Config – and stay Optimistic!
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  19. 🎂 Announcing Announcements! 🎉
    November 9, 2018
    Welcome to Optimize Announcements! Announcements are a new way to share what we're working on in a familiar place. You probably already use the Optimize help center to find answers to your questions, and now you'll be able to use Announcements to discover new Optimize features and documentation. We'll also use Announcements to surface key updates, and provide you with a one-stop-shop for the latest Optimize content.  Come back often and stay Optimistic!    
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