Google Optimize Alternatives 2026: 5 Options, 4 Free
Google Optimize alternatives: GrowthBook, PostHog, Statsig, Firebase and 1 more. Prices and licenses checked October 23, 2026.
•3 min read•Analytics & BI
Verdict:Google Optimize is not a decision anymore: Google closed it on September 30, 2023, so the real question is which tool replaces it. If you run website tests with a marketing team and want a point-and-click editor, VWO is one of the paid tools Google named, but it lists no price and has no free plan, so budget for a quote. If a developer is on your team, GrowthBook is the closest free swap. Its cloud Starter plan covers 3 users and one project with unlimited experiments and traffic, and the core is MIT licensed if you would rather host it. PostHog suits you if you also need product analytics, since experiments, flags and funnels live in one account and the code is open source for self-hosting. Statsig's free Developer plan gives 2 million events a month, which is plenty for a small product, though it is aimed at engineers. For mobile apps, Google recommends Firebase A/B Testing, and the Spark plan costs nothing. The trade-off is simple: every free option asks for more setup than Optimize did. You will tag events yourself, wire in your analytics, and write or approve a bit of code for variants. If nobody on the team can do that, pay for VWO rather than letting tests stall.
Quick comparison
| Tool | Price | Platforms | Best for | Tested |
|---|---|---|---|---|
| GrowthBook | Free (Cloud Starter: up to 3 users, 1 project, unlimited feature flags, experiments and traffic; self-hosted Open Source plan is free for 1 project); paid from $40 per seat/month (Cloud Pro, up to 30 users) | Web browser, Self-hosted | Free experiments you can self-host | Docs only |
| PostHog | Free (Cloud free tier includes 5k recordings and 1M events a month; self-hosted hobby deploy suits about 100k events a month) | Web browser, Linux (self-hosted, Docker) | Teams that want analytics and tests together | Docs only |
| Statsig | Free (Developer plan: 2 million events a month, unlimited flag and config checks, 50,000 session replays a month, 1 year of analytics retention); paid from $150 per month (Pro; 5 million events included) | Web browser | Product teams running code-level tests | Docs only |
| Firebase | Free (Spark no-cost plan: Firestore 1 GiB stored, Auth 50K monthly active users, Hosting 10 GB) | Web, Cloud | Mobile app experiments | Docs only |
| VWO | See pricing page | Web browser | Marketers who want a visual editor | Docs only |
| Optimizely | See pricing page | Web browser | A/B Testing | Docs only |
Independent comparison. Paid placements are labelled separately; editorial links earn no affiliate commissions. Learn more.
Good fit if
- You want free tests and could self-host (GrowthBook is the pick)
- You also need product analytics and funnels (PostHog is the pick)
- Your team ships code and wants flags plus tests (Statsig is the pick)
- You test changes inside a mobile app (Firebase is the pick)
- Marketers need a visual editor and vendor support (VWO is the pick)
Not ideal if
- You rely on Google Optimize features or integrations that these tools do not replicate
Google Optimize today: See pricing page (Google Optimize: what changed, checked 2026-10-23).
Why people look for Google Optimize alternatives
Google Optimize and Optimize 360 stopped being available on September 30, 2023, so there is no plan left to renew and any experiment still running that day ended. Google's support page points users to third-party testing providers, naming AB Tasty, Optimizely and VWO, and says it opened its APIs so any A/B testing tool can connect to Google Analytics. Firebase A/B Testing is a separate product that does not depend on Optimize.
What changed at Google Optimize
Google closed Google Optimize and Optimize 360 on September 30, 2023, and named AB Tasty, Optimizely and VWO as third-party tools that work with Google Analytics. (Google Optimize: what changed)
GrowthBook
Compared with Google Optimize: Free cloud plan with up to 3 users, 1 project and unlimited experiments and traffic, or self-host the MIT-licensed core. Optimize is gone, so you set up your own analytics link, but you gain a tool that is still maintained.
Price: Free (Cloud Starter: up to 3 users, 1 project, unlimited feature flags, experiments and traffic; self-hosted Open Source plan is free for 1 project); paid from $40 per seat/month (Cloud Pro, up to 30 users) (GrowthBook pricing, checked 2026-10-23).
Platforms and license: Web browser, Self-hosted. MIT Expat, with enterprise directories under a separate licence (open source).
Project activity: 8.5k GitHub stars · latest release v5.1.0 (Sep 22, 2026) · last commit Oct 27, 2026
Best for: Free experiments you can self-host.
Worth knowing: Enterprise plans are custom priced.
PostHog
Compared with Google Optimize: Free cloud tier and an MIT-licensed self-hosted version, with experiments sitting next to product analytics and feature flags. Heavier than Optimize was, but one tool replaces the testing and the analytics.
Price: Free (Cloud free tier includes 5k recordings and 1M events a month; self-hosted hobby deploy suits about 100k events a month) (PostHog pricing, checked 2026-10-22).
Platforms and license: Web browser, Linux (self-hosted, Docker). MIT (ee/ directory under a separate licence) (open source).
Project activity: 40.5k GitHub stars · latest release desktop-v0.61.851 (Oct 27, 2026) · last commit Oct 28, 2026
Best for: Teams that want analytics and tests together.
Statsig
Compared with Google Optimize: Developer plan is free with 2 million events a month and unlimited flag checks. Built for product and engineering teams more than marketers, so expect no visual page editor like Optimize had.
Price: Free (Developer plan: 2 million events a month, unlimited flag and config checks, 50,000 session replays a month, 1 year of analytics retention); paid from $150 per month (Pro; 5 million events included) (Statsig pricing, checked 2026-10-23).
Platforms and license: Web browser. Proprietary SaaS.
Best for: Product teams running code-level tests.
Worth knowing: Extra events on Pro cost $0.05 per 1,000.
Firebase
Compared with Google Optimize: Google itself pointed app teams to Firebase A/B Testing after Optimize closed. The Spark plan has no cost, but it suits mobile and app experiments rather than website landing page tests.
Price: Free (Spark no-cost plan: Firestore 1 GiB stored, Auth 50K monthly active users, Hosting 10 GB) (Firebase pricing, checked 2026-10-22).
Platforms and license: Web, Cloud. Proprietary.
Best for: Mobile app experiments.
Worth knowing: Blaze is pay as you go with no flat monthly fee; eligible users may get $300 free credit. Firestore is a document database, not Postgres.
VWO
Compared with Google Optimize: Named by Google as an Optimize replacement that works with Google Analytics. No free plan and no price listed on its site, so you trade the free tool for a visual editor and vendor support.
Price: See pricing page (VWO pricing, checked 2026-10-23).
Platforms and license: Web browser. Proprietary SaaS.
Best for: Marketers who want a visual editor.
Other popular options (paid)
Optimizely
Compared with Google Optimize: One of the providers Google named when Optimize closed. It has no free plan, and pricing is packaged individually with no public numbers, unlike GrowthBook or PostHog where you can start free.
Price: See pricing page (Optimizely pricing, checked 2026-10-23).
Which one to pick
- You want free tests and could self-host: GrowthBook
- You also need product analytics and funnels: PostHog
- Your team ships code and wants flags plus tests: Statsig
- You test changes inside a mobile app: Firebase
- Marketers need a visual editor and vendor support: VWO
Limits of this review
Docs-only for GrowthBook, PostHog, Statsig, Firebase, VWO: we did not install or run them, so feature claims come from vendor pages and we did not test import from Google Optimize. Vendor prices and free limits change; confirm on the linked pricing page before you buy or migrate.
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Kevin Fan
Kevin Fan is a SaaS founder. He runs Free Instead Of, which tracks free and open-source alternatives to paid software and checks each price and free-plan limit against the vendor's own pages.
Methodology
Based on official pricing and product pages checked between 2026-10-22 and 2026-10-23: Google Optimize, GrowthBook, PostHog, Statsig, Firebase, VWO, Optimizely. Prices, free limits and licenses are the figures shown on those pages on those dates. No tool on this page was installed or run. No accounts were created.