Google Is Sunsetting Optimize

support.google.com

10 pointsElof4 comments

This is the worst communication planning I've ever seen. They plan to to migrate features to GA4 (apparently) but have already set a date to sunset with no: - On par features working or even with a release date on GA4 - Migration plan for the clients - Any reassurance that continuity will remain

They seem to be burning the ships for their internal team to gain speed but at the same time they are giving a bad message to their corporate clients. Now everyone will look for alternatives and they will lose a lot of trust from their clients.

This is kinda shocking. Presumably related to the layoffs. Sounds like they intend to support AB testing natively in GA4 but it doesn't have a release date.

Yes I was surprised too, but if GA4 has a different optimize platform then that would make sense considering how fast they're getting rid of classic Google Analytics.

For them to announce the sunset before they announce the new product has to be a rush decision due to layoffs. That or they just don't believe in this product at all. GA4 has been available for a while and UA still has a while before sunset.

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