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

Optimize vs. Optimize 360

What you need to know about the free and paid products
Given the recent suspension of Google advertising systems in Russia, we’ll be pausing the creation of new Russian 360 accounts on Analytics, Optimize, and Tag Manager. Additionally, we will pause ads on Google properties and networks globally for advertisers based in Russia.

Google Optimize allows you to get started with experimentation and creating personalized content. You can upgrade to Optimize 360 to get access to higher limits and additional features, which are described in the next section. The limits described in the next section are per view for a Universal Analytics property.

This article describes the differences between Optimize and Optimize 360 for containers that link to a Universal Analytics account. For information about upgrading Optimize for containers that link to a Google Analytics 4 account, see this article instead.

Feature comparison

  Optimize Optimize 360
Made for... Small to medium-sized businesses getting started with experimentation Larger enterprises and businesses with more sophisticated testing needs
A/B testing
Native Google Analytics integration
Basic URL targeting
User behavior and technology targeting
Geo targeting
Technical targeting (JavaScript, cookies, data layer)
Google Analytics Audience targeting
Web app support
Multivariate testing (MVT) Up to 16 combinations Up to 36 combinations
Experiment objectives Up to 3 preconfigured Up to 10 preconfigured,
additional available once started
Simultaneous experiments Up to 5 More than 100*
Simultaneous personalizations Up to 10 More than 100*
Lifetime started experiments Up to 1,200 per view Up to 1,200 per view
Administration Basic administration with unlimited users Analytics 360 Suite administration
Implementation services
Support and services

Self-service help center and
community forum
Certified partners

Enterprise-level service,
support, and SLAs
Payment options Free Invoiced monthly

*24 experiments per Analytics view by default, more available upon request.

Learn more about Optimize 360

To learn more about Optimize 360, please contact Google enterprise sales or a certified partner.

Enable Optimize 360

Once you’ve purchased Optimize 360, your Account Manager will create your Organization and Organization admin in Google Marketing Platform Home. You'll then be able to link your Optimize account to an organization and create additional containers.

Learn more about how to enable Optimize 360 features for your organization.

Was this helpful?
How can we improve it?
Clear search
Close search
Google apps
Main menu
Search Help Center