Companies Using Google Optimize 360

As of our March 2026 crawl, Google Optimize 360 still appears on 231,030 domains -- more than two years after Google sunset the product on September 30, 2023. Meanwhile, 724,756 sites previously used the platform and have since migrated. Here's what our analysis of 28,404 enriched company profiles reveals about the largest A/B testing deprecation event we've tracked.

Growth Trajectory

Google Optimize 360's usage arc tells a story of rapid rise and forced decline. From a single domain in 2011, the platform grew to 224,161 active domains by January 2025 -- peaking nearly 16 months after Google pulled the plug. That counterintuitive peak reflects how slowly enterprises remove deprecated code. The platform accelerated during 2020-2021, jumping from 11,992 to 51,325 active domains as pandemic-era digital transformation drove A/B testing adoption. Since May 2025, detections have been dropping sharply as organizations finally complete migrations.

Sales Signal: The 231,030 domains still running remnant code represent late movers who haven't migrated. These organizations are likely running without active experimentation -- position your outreach around reactivating their testing programs, not just replacing a tool.

"724,756 sites previously ran Google Optimize 360. That's not a sunset -- it's a displacement event. Every one of those domains needs a new experimentation platform, and most haven't picked one yet." - Emma Davies, CTO at TechnologyChecker.io

Customer Profile

Despite Google Optimize 360's enterprise positioning and six-figure annual pricing, 48.4% of users had 1-10 employees (13,124 companies). This contradicts the product's intended market -- many were likely using the free Google Optimize tier that shared the same detection signature. The enterprise segment is real, though: 332 organizations with 10,001+ employees (1.23%) used the platform, including Boeing, American Express, Siemens, and Tesla. Mid-market companies (51-200 employees) accounted for 13.17%, suggesting a healthy band of growth-stage businesses invested in conversion optimization.

Sales Signal: The 48.4% micro-business segment is underserved by enterprise-priced alternatives like Optimizely. Target them with flexible, usage-based pricing that doesn't require a six-figure commitment.

Industry and Geographic Concentration

The United States leads with 32.4% of customers (9,212 companies), followed by the UK at 6.4% (1,810 companies) and Brazil at 6.3% (1,795 companies). English-speaking countries (US, UK, Canada, Australia) account for over 44% of the user base. Industry distribution is genuinely horizontal -- Software Development leads at just 6.19%, followed by Retail (5.35%) and Advertising Services (5.03%). No single vertical exceeds 6.2%, confirming the platform served as a testing layer for Google Analytics 360 across all sectors.

Sales Signal: Prioritize US, UK, and Brazil for outreach -- they represent 45% of the opportunity. Software and retail companies have the highest existing familiarity with experimentation and the budgets to invest in replacements.

Migration Patterns

We tracked 1,562 former Google Optimize 360 customers switching to alternatives in our database, revealing two distinct waves. Pre-announcement churn (2018-2022): SiteSpect captured 620 customers, with 575 migrations happening before 2023. These early movers recognized the platform's limitations and chose enterprise-grade alternatives proactively. Post-announcement scramble (2023-present): Intelligems led recent migrations with 237 switches in the last year (357 total), followed by Shoplift at 178 in the past year (255 total). Both are Shopify-native tools, confirming many Google Optimize 360 users were e-commerce brands on Shopify Plus.

Sales Signal: The two-wave pattern means different segments need different messaging. Enterprise prospects respond to "replace your deprecated platform with something future-proof." Shopify merchants respond to "get your A/B testing back online in 24 hours."

"SiteSpect captured 620 early movers. Intelligems got 237 in just the last year. The migration timeline tells you exactly who's left: the procrastinators. They need urgency, not features." - Emma Davies, CTO at TechnologyChecker.io

Technology Ecosystem

Google Optimize 360 wasn't a standalone tool -- it was a node in the Google Marketing Platform. 98.9% of users also ran Google Tag Manager, 98.45% had Google Analytics, and 68.98% had migrated to Google Analytics 4. The advertising stack was equally Google-heavy: 97.26% ran DoubleClick, 84.57% had Facebook tracking, and 53.96% used Google Conversion Linker. On the development side, jQuery appeared on 86.8% of sites, while React showed on only 31.4%.

Sales Signal: The 98.9% GTM overlap is your integration wedge. If your A/B testing platform works through Google Tag Manager, lead with that -- it's a "drop-in replacement" pitch rather than a rip-and-replace project for these deeply Google-integrated stacks.

G2 Review Signals

G2 reviewers highlight easy data collection and advanced reporting (7 mentions) and easy integrations (4 mentions) as top strengths, while complex features (3 mentions), complexity during transition (3 mentions), and steep learning curve (3 mentions) draw the most criticism. The praise for easy integrations validates our tech stack findings -- the platform's tight Google Analytics coupling was its defining strength. The complexity complaints correlate with the 48.4% micro-business segment, who likely found enterprise-grade experimentation tools overwhelming. This G2 feedback pattern mirrors our migration data: users left not because the tool failed, but because Google killed it before they'd mastered it.

Sales Signal: Emphasize simplicity and quick setup in your alternative positioning. The G2 data shows users valued integration ease over feature depth -- don't over-sell advanced capabilities to this audience.

Key Takeaways

1. Massive displacement opportunity: 724,756 sites previously used Google Optimize 360, and 231,030 still have remnant code -- the majority haven't selected a permanent replacement yet.
2. Two-wave migration pattern: Early movers chose enterprise platforms like SiteSpect (620 customers); post-announcement migrants favored Shopify-native tools like Intelligems (357) and Shoplift (255).
3. Micro-business majority: 48.4% of users had 1-10 employees, creating a large underserved segment that enterprise alternatives haven't captured.
4. GTM integration is the wedge: 98.9% of users ran Google Tag Manager -- any replacement that integrates natively with GTM has a massive adoption advantage.
5. Late movers need urgency: The 231,030 domains with remnant code are running deprecated infrastructure. Position migration as risk mitigation, not feature upgrade.

Sales Applications

Outreach Template: "Our data shows your site still has Google Optimize 360 code deployed -- one of 231,030 domains running deprecated testing infrastructure. 724,756 sites have already migrated. We've helped companies in [industry] transition in under a week through our GTM integration. Can I show you how?"

Targeting Strategy: Prioritize the 332 enterprise accounts (10,001+ employees) for high-value outreach -- they include Boeing, Siemens, and American Express. For volume, target the 13,124 micro-businesses in Software Development and Retail verticals across US, UK, and Brazil.

Competitive Angle: Google's exit validates the experimentation category but destroyed trust in bundled solutions. Position your platform as purpose-built for testing -- not an add-on to an analytics suite that could be deprecated. The G2 data shows users valued easy integrations above all else, so lead with implementation speed.

With 28,404 enriched company profiles of former Google Optimize 360 users in our database, this represents the largest single-event migration opportunity in A/B testing history. Explore our full Google Optimize 360 dataset to build your migration outreach list.