Camping · Germany
+57%
ARPU
A preview of available pitches directly on the search page raised booking intent.
Read the success story →Varify.io vs. Google Optimize:The Alternative After the Shutdown
Google pointed at three enterprise tools when it closed Optimize. Here is the fourth option: a published price per domain, and your experiments rebuilt for you.
15-day trial, no credit card, no setup fees.
Over 2,700 teams rely on Varify.
What sets Varify apart
- ✓Flat price per domain available
- ✓Evaluation in your own analytics possible
- ✓Company and hosting in Germany
- ✓Cookieless — no cookies, no personal data
Pricing and billing compared
Optimize cost nothing, which is the hardest price there is to compete with — and part of why it is gone. What matters now is what a replacement costs and what that price is measured in.
Criterion
Google Optimize
Varify
Pricing published
Yes, at both ends: Optimize was free, and Optimize 360 was invoiced monthly after a sales conversation.
Yes, on the pricing page.
Billing basis
Neither traffic nor domains — an Analytics property. The limits were counted per Analytics view: 5 experiments running at once on the free product, more than 100 on Optimize 360.
One flat price per domain, independent of traffic — no per-visitor fee and no monthly visitor cap.
Feature scope
The free product capped multivariate tests at 16 combinations and experiment objectives at 3. Optimize 360 raised those to 36 and 10 and added Analytics audience targeting and implementation services.
One product. Every experiment type and personalization is included.
Cost per team member
None. The free product allowed unlimited users.
None. Seats are not part of the price.
Who builds the experiment
A visual editor that ran as a Chrome extension, plus a code editor per variant.
Marketing works in the visual editor, and the AI writes the code for the edge cases.
Privacy, company and hosting
Cookie-based and tied to a Google Analytics property. Google LLC, United States.
Cookieless via local storage. German company, hosted in Frankfurt, DPA in German and English.
Every plan, price and billing model in detail
See pricing →As of 18 September 2026, describing Google Optimize as it stood on 30 September 2023, the day it was switched off. Information from Google's own sunset notice and from its Optimize documentation as archived before that date.
How many websites moved from Google Optimize to Varify
The analysis shows the movement between Varify and the other vendors: how many websites Varify gained from a vendor, how many went the other way, and what remains net.
1,030
websites moved from Google Optimize to Varify during the period measured by BuiltWith
If you are weighing this up right now: in the demo we work through your actual numbers instead of interpreting market data.
Source: BuiltWith, Customer Gain Totals — the Google Optimize 360 row read 18 September 2026
Feature comparison: Google Optimize and Varify
Every feature side by side. The Google Optimize column describes the product as it stood on 30 September 2023, the day it was switched off.
✓available
–not available
?no public information
FeatureGoogle OptimizeVarify
Flat price per domain available
Optimize was free and Optimize 360 was invoiced monthly; neither was priced per domain. Varify bills a flat price per domain, whatever the traffic.
Multiple domains in one contract
Limits were counted per Analytics view rather than per domain. At Varify via credits, 1 credit = 1 domain per month.
Pricing published
Free is a published price. Optimize 360 was quoted. Varify lists the flat price per domain.
Company and hosting in the EU
Google LLC, United States. Varify is a German company hosting in Germany.
A/B experiments
Up to 5 running at once on the free product, more than 100 on Optimize 360.
Split URL experiments
As redirect tests.
Multivariate experiments
Up to 16 combinations free, up to 36 in Optimize 360. At Varify without a combination cap.
Multipage and funnel experiments
Not named in Google's own feature comparison.
Server-side experiments
Optimize 360 offered a server-side option; the free product did not. Varify via API.
Experiments in native apps via SDK
Optimize covered the web; app experiments were a different Google product. Varify covers the web too.
Feature-flag experiments
Not part of Optimize. At Varify via the API for server-side experiments.
Visual editor without developers
The Optimize visual editor ran as a Chrome extension; Varify's runs in the browser without one.
Code editor for JavaScript and CSS
AI assistant for variants
Optimize predates all of this. At Varify via Prompt Based Experimentation.
Ready-made widgets (pop-up, USP bar, exit intent)
No widget library. At Varify as Campaign Booster.
Anti-flicker protection
Google published an anti-flicker snippet to be pasted above the Optimize tag. Varify snippet: 11.5 KB, with no second snippet to add.
Changes go live without a deploy
AI writes variant code from a prompt
At Varify as Prompt Based Experimentation, 1 AI credit per variant.
AI audit with prioritized experiment ideas
AI CRO Audit: up to 10 ideas per page, with severity and an estimated CVR impact.
Control from your own LLM (MCP)
The protocol did not exist yet. At Varify as Varify MCP.
AI-assisted result interpretation
Evaluation in your own analytics possible
This was the whole point of Optimize: it ran on your Analytics property. Varify can evaluate in GA4, BigQuery, Matomo, Piwik PRO or PostHog, or in its own reporting.
Automatic import of existing analytics goals
Optimize used the Analytics goals you already had — up to 3 on the free product, 10 on Optimize 360. Varify asks you to define the metric in the tracking setup.
BigQuery analysis
Optimize had no export of its own; Analytics 360 carried experiment data into BigQuery. At Varify in the Pro plan.
Bayesian statistics
Google stated Optimize used Bayesian inference rather than null-hypothesis significance testing.
Frequentist statistics selectable
Bayesian only, by Google's own description. Varify offers one- and two-tailed frequentist testing.
Heatmaps and session recordings
None. Varify has none either and does not replace Hotjar or Clarity.
Segmentation by device and source
User behaviour and technology targeting.
Device and operating system
Geo and language
Geo targeting was in both editions.
UTM and query parameters
Through URL targeting.
Referrer
Through the behaviour targeting.
Cookie, session and local storage
Technical targeting covered JavaScript, cookies and the data layer.
Login state and custom JavaScript
URL match and patterns
CSS selector as a condition
Not named in Google's own feature comparison.
JavaScript condition
Exclude internal IPs
Not named; internal traffic was normally filtered in Analytics instead.
Named contact person
Only in Optimize 360, which came with enterprise service. The free product had the help centre and the community forum.
Guaranteed response time
Service level agreements were part of Optimize 360, not of the free product.
Guided onboarding
Implementation services were part of Optimize 360.
Works without cookies
Optimize kept a visitor in a variant with a cookie. Varify stores the assignment in local storage.
No personal data stored
Optimize ran inside a Google Analytics property, so what was stored followed that property's configuration.
SSO via Azure or SAML
Through the Google account.
Two-factor authentication
Through the Google account.
DPA in German
Google publishes its data processing terms in German.
Support for penetration tests
Not published for Optimize.
Visual editor, targeting, personalization, BigQuery — the full feature set
Explore all features →As of 18 September 2026, describing the product at its shutdown on 30 September 2023
Source: Claude Research, September 2026. Google Optimize information comes from Google's own sunset notice and from its Optimize documentation as archived before 30 September 2023. Last checked on 18 September 2026. Feature sets and plan limits change constantly, and the vendor's own statement always takes precedence. If a row is out of date, email us at info@varify.io and we will correct it.
Switching to Varify in three steps
Add the snippet, launch your first experiment, analyze what you learn. The AI CRO Audit supplies the idea, Prompt Based Experimentation builds the variant — you describe it in one sentence.
0115 minutes
Add the snippet
Via your tag manager or straight into the head. We check the implementation and the anti-flicker setup.
0230 minutes
Launch your first experiment
Varify picks up the goals from your existing analytics setup. Build the variant in the visual editor, or describe it as a prompt.
03runs alongside
Analyse and learn
Analyse in Varify or in your own analytics — with the same goal definitions you use today.
Start free
Experiments still running with your current vendor can keep running until you stop them. We are there for the launch.
AI CRO Audit, Prompt Based Experimentation, Varify MCP
More on the AI features →Cookieless, no personal data, German company hosting in Germany
More on data protection →Results from real experiments
Three examples from customer programmes. Each story shows how the number was reached.
Camping · Germany
Auto glass · Germany
+33.7%
booking rate
A before-and-after of the windscreen repair replaced the list of USPs — and the booking rate rose sharply.
Read the success story →
Software · Germany
+16%
sales
Real user numbers and star ratings in the hero area built trust where a product claim had not.
Read the success story →Frequently asked questions
In two places. The AI CRO Audit analyzes a URL and returns up to 10 prioritized experiment ideas with a severity rating and an estimated CVR impact. Prompt Based Experimentation then builds the variant and its code from a description in plain language. Varify MCP lets you drive both from your own LLM. It is billed in AI credits, and Growth and Pro include 3 per month.
You pay a flat price per domain, regardless of visitor numbers — with your own analytics or with Varify tracking. The price is published openly on the pricing page.
Nothing — and that is the difficult part of this comparison. Optimize was free, with five experiments running at once and three objectives; Optimize 360 was an invoiced enterprise product. Since 30 September 2023 neither exists. Varify's prices are public on our pricing page, as a flat rate per domain with no traffic ceiling.
They ended on 30 September 2023, together with the product. What can be rescued is the record: if you still have the Analytics property, the results are in it, and we rebuild the variants that were worth keeping.
Snippet and goals are done in a morning, and the first experiment usually goes live in the same week. Experiments with your current vendor can keep running as long as you like.
No. Varify stores the variant assignment in local storage, without personal data. Whether that needs consent on your site is a decision for you and your data protection officer.
That is out of date. Varify has its own analysis, and you can additionally or instead evaluate in GA4, BigQuery, Matomo, Piwik PRO or PostHog. You decide which number is the one that counts.
Google Optimize and Optimize 360 were products of Google LLC. Varify.io has no commercial relationship with Google. All competitor information comes from publicly available sources as of the date stated and may change. The vendor's own offer always takes precedence.