May 15, 2023

Optimizely + Google Analytics 4: Top 4 reasons to explore the new integration

Together, Optimizely Web Experimentation + Google Analytics 4, offer the leading solution for testing, analyzing, and optimizing traffic across your websites and applications.

The news is out: Google Optimize, a tool that enables you to run A/B tests, multivariate tests, and personalization experiments on your website, will soon be deprecated. And with the September 30th 2023 date fast approaching, teams are on the hunt for an alternative solution. 

One of the key requirements brands should be considering is how well their new A/B testing platform can (and will) integrate with Google Analytics 4. In the absence of integration, web owners would have to manually track and analyze the results of their experiments... leading to wasted time, error potential, and data inconsistencies.  

That’s why brands are turning to Optimizely for experimentation 

Not only is Optimizely a Google partner of choice, but our Web Experimentation platform is a category leader and one of the most powerful A/B testing tools on the market, allowing businesses to run experiments and optimize their website content and user experience.  

And now, we’re excited to announce we’re deepening our partnership and introducing a new integration between Optimizely Web Experimentation and Google Analytics 4. 

Together, the two best-in-class tools offer businesses even deeper insights into how their website visitors interact with their site, leading to even more impactful experimentation and optimization.   

Here are the top 4 features (and corresponding benefits) of integrating Optimizely Web Experimentation with Google Analytics 4. 


1. Easy Authentication. Connect your Optimizely Web Experimentation and Google Analytics 4 instances with an out-of-the-box integration that allows you to send visitor events directly to GA4. Together, the two tools allow website owners to easily track and analyze their experiments in one place.



2. Audience Mapping. Create an experiment in Optimizely Web Experimentation and choose the Google Analytics 4 property you want to associate it with. Users in Optimizely can send specific (or all) variations within an experiment to GA4 as an audience using a unique ID that surfaces the data associated with each user in the variant. While an experiment is running, you can analyze the results of the experiment using the unique ID, and when the experiment is archived, each audience will be deleted automatically so you don't exceed the audience limit.



3. Data Tracking & Reporting. In the future, generate reports on different experiment variations (from within Optimizely) and click over to view the results in Google Analytics 4. Within GA4, users can create reports based on their audiences and compare/contrast what their visitors did while the experiment ran across the different audiences. Together, the data synchronization of the two tools ensures that data is accurately tracked across all experiments and variations, eliminating data discrepancies and providing businesses with more accurate insights into user behavior and site performance.


4. Audience Targeting. Coming later this year, Optimizely's integration with Google Analytics 4 will also allow businesses to create audience segments (based on specific user behaviors and demographics, such as age, gender, location, and more) from directly within GA4, and send it directly to Optimizely Web Experimentation. This allows teams to scale experimentation velocity by running more targeted and impactful experiments and personalization campaigns based on Google Audiences, reducing the need to recreate segments while unlocking new targeting capabilities.  


The screenshot above is illustrative and subject to change.


So... if you’re looking for your Google Optimize alternative — whether Optimizely’s category-leading tool or otherwise — just remember the importance of having a first-class integration into GA4.


With the proper solution in place, teams can benefit from advanced experiment tracking and reporting, audience targeting, personalized content delivery, experiment prioritization, and improved data accuracy and tracking — all in pursuit of optimized web experiences that lead to high conversions, more revenue, and faster growth.  


P.S. If you’re a Google Optimize customer, take advantage of Optimizely’s special offer today.