Google Optimize will no longer be available after September 30, 2023. Your experiments and personalizations can continue to run until that date. Learn more

Variant weighting

Manage the proportion of traffic that goes to each variant.

Edit variant weights

All variants are weighted equally by default in Optimize. A visitor who is included in your experiment has an equal chance of seeing any of your variants. If you want more (or less) traffic to go to a specific variant, you can adjust the weighting of visitors to target.

To edit the weight of your variants:

  1. Click EDIT, next to the weight distribution bar.
  2. Enter values for each variant as a percentage (up to one decimal place).
  3. Click DONE.

Click RESET TO EQUAL to rebalance the weighting equally among your variants.

All of your variant weights must total 100 percent. If they don’t, you’ll see a red warning message. Simply adjust the weights so that they total 100 percent, or click FIX IT, which will adjust your current values to total 100 percent.

100% weighting = personalization

While 100% weighting allows you to deploy a leader immediately, it isn't intended to be permanent. Optimize experiments expire 90 days after their start date, but personalizations can run indefinitely.

If you wish to run only one experience (as opposed to many variants), or you wish to run an experience for more than 90 days, you should create a personalization instead.

If you want to direct all new visitors to an Optimize leader, you can permanently deploy the variant.   

Learn more in the Personalization overview.


  • Optimize experiments expire 90 days after their start date.
  • Users previously assigned to a specific variant will continue to see that variant even after setting a variant weight to 100 percent.
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