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

Schedule experiences

Set custom start and end times for your tests.

Optimize's experiment scheduling feature allows you to set your experiment's start and end times so that they work best with your business objectives. Use it to schedule your experiment to coincide with an important event – for example, during a campaign or over a holiday – or to any time that better fits your schedule.

In this article:


The following permissions are required to schedule Optimize experiments:

  Read Edit Publish
View schedule Y Y Y
Create schedule Y Y
Edit schedule (draft experiment) Y Y
Edit schedule (running experiment) Y
Remove schedule Y Y
Publish schedule Y

Create a scheduled experiment

In this example, we'll schedule an experiment to run for two weeks in April. You should run your experiment for a minimum of two weeks to account for cyclical variations in web traffic.

To schedule an experiment in Optimize:


STEP 2 – Select a start time. 

STEP 3 – Select an end time.

STEP 4 – Click DONE.

STEP 5 – Add Variants, Objectives, and Targeting to your experiment.

STEP 6 – Click SAVE.


STEP 8 – Click START.

A schedule can be added to a running experiment, for example, to specify an end time.

Edit or cancel an experiment

After starting a scheduled experiment, it can be edited or canceled, but it can't be ended.

To edit or cancel a scheduled experiment, click More [More] on the right of the experiment status, then:

  1. Edit schedule – to change the start and/or end time(s).
  2. Cancel experiment – to end the experiment.

You can reuse an ended experiment by copying it.

Archive or copy an experiment

Once an experiment has ended, you can archive or copy it.

Click More [More] > Make a copy to copy an experiment.

End an experiment

To end an experiment, click END EXPERIMENT in the experiment status bar.


To monitor a running experiment or see the results of a concluded experiment, click the Reporting tab at the top of the experiment detail page. The report is broken down into a series of cards that contain data about your experiment, including its status and how your variants perform against your objectives.

In addition to the reports included in Optimize, you can also see Optimize reports in Google Analytics. Sign in to Google Analytics, select the Reporting tab and select Behavior > Experiments in the report navigation. Learn more about Optimize reports

Best practices

  • Preview all variants before starting a scheduled experiment.
  • Run your experiment for a minimum of two weeks, to account for cyclical variations in web traffic.
  • Run your experiment until at least one variant has a 95 percent probability to beat original.
  • Whenever you aren't actively using an experiment, end it to free up an experiment slot under your quota.
  • Scheduled experiments count against your Optimize free quota.
  • All experiments run for 90 days for Universal Analytics and 35 days for Google Analytics 4
  • All experiments are ended after 90 days.
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