Google volition beryllium removing the Google Analytics 4 integration with the A/B investigating and personalization tool, Optimize. In fact, the full level is shutting down and sunsetting successful September 2023. If you’re utilizing it successful immoderate mode beyond GA, it volition impact your strategy. If you don’t usage Optimize, your strategy tin alteration and germinate with this change.

The GA4 integration with Optimize, is susceptible of  sending information to and from the platform. It links to your GA4 properties to unlock further reporting and much importantly, to enactment connected information from audiences’ behaviour connected your sites.

For marketers who are looking to measurement up their conversion complaint optimization, it provides worth by combining idiosyncratic acquisition and attribution information with personalization and A/B testing. However, I person immoderate atrocious quality and upcoming bully quality astir this GA4 feature.

Now, the bully news. A caller announcement has confirmed that thing overmuch bigger and amended is coming soon. There volition beryllium caller integrations with Google Analytics 4, including fashionable platforms Optimizely, VWO, and AB Tasty. It doesn’t halt there. There’s fundamentally unlimited opportunities for integrations. A nationalist API volition beryllium disposable that volition let any third-party experimentation tool to link to GA4.

This sunset should beryllium considered a large determination by Google due to the fact that they’re putting personalization successful the hands of the astir almighty A/B investigating tools successful the industry. The Google Marketing Platform’s long-standing dominance is with their media tools and GA, not with personalization (if you’re a seasoned GA user, this whitethorn beryllium bringing backmost immoderate unsmooth memories of Google Content Experiments). 

Dig deeper: All sum of Google Analytics 4

Why we care. Optimize is an fantabulous tool. The interface is intuitive, it has precocious targeting options, real-time reporting, and the integration with Google Analytics. However, it’s a comparatively young subordinate successful the A/B investigating manufacture (Optimizely and VWO person existed for good implicit a decade). It works well, but it’s similar hiring idiosyncratic who does this enactment connected the broadside alternatively of idiosyncratic who’s dedicated afloat time. With this release, you’ll person the analytics powerfulness of GA4 combined with the state you get by choosing immoderate A/B investigating tool.

The caller diagnostic volition assistance measurement much engagement, higher penetration into idiosyncratic behavior, and deeper personalization. GA4 audiences volition beryllium capable to walk to these platforms wherever you tin people groups of users based connected circumstantial contented interest, postulation sources, attributes, and immoderate customized accusation that you’re collecting astir your tract visitors (non-PII of course).

What you should do. The enactment to instrumentality present is to export immoderate historical reports connected experiments successful Google Analytics and Optimize truthful you tin guarantee that bequest information is accessible to you and your team. Most importantly, different enactment to instrumentality is to hole for the aboriginal by readying strategy, information collection, and conversion tracking that you’ll usage successful A/B investigating tools.