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What Is Google Optimize And How To Use It?

Google Optimize is a free test tool that Google announced a while ago and gives the right to use certain accounts in the first place. https://www.google.com/analytics/optimize/

I’m lucky I’ve been able to use Google Optimize for a long time, and I can run tests.

What can be done with Google Optimize?

  • A/B Tests
  • Referral Tests
  • UI Changes and Personalization

Google Optimize is very similar to Google Tag Manager in terms of account logic and hierarchy. You can define on your sites through the containers under an account.

I won’t tell you about the account setup, etc. It can be done easily because it has standard Google process, but have to mention the important 1 or 2 points.

Do the installation via Google Tag Manager: Fast and easy. If you’re following this site, I think you’re already using Google Tag Manager.

Connect your Google Optimize account with Google Analytics: The tests you make are directly reflected in Google Analytics, and you’ll be more comfortable changing the goals you define on Google Analytics in terms of measurement. This is a feature that brings Google Optimize one step forward based in comparison with other test tools.

Surely try the Page-hiding snippet: This allows your changes appear more professional to the end user, and your tests run faster in the background. If you are using Google Tag Manager, you must add this snippet before the GTM code. It will even be useful to add this code before any JS code. So, it should work before the Google Analytics code either. We were already keeping the GTM code as above as possible, so we’ll keep it onto that code. It will also give us an ID as GTM-xxxxxx as an Optimize ID when adding this snippet. Here we should write the ID in our GTM code instead of XXXXXX. Detailed information on this topic can be found on this link: https://support.google.com/360suite/optimize/answer/6314801

Google Optimize Chrome Add-On: You need to set up the Google Optimize Chrome add-on to measure changes done on your website with Google Optimize.

What type of rules can we run Google Optimize with?

URL: We can run Google optimized with the URL rule. This URL can also be written in form of regex, of course. You can apply any test to desired URL.

Google Analytics Audience: This is a feature that can be used with Google Optimize 360 (Paid Version).

Behavior: You can create a rule based on user behavior (Landing Page or Time).

Location: Country, city or district targeting can be done.

Technology: Rules for web browser, operating system, device type or mobile device can be created.

Javascript Variable: You can use this rule by creating variables in JS.

First-Party Cookie: Here you can use the cookie types you create.

Custom Javascript: I think this type of rule will use the most. You can use this rule by writing custom JS codes.

Query Parameter: This feature is also can be used often. You can create your rules with a parameter to be added to the end of your page.

DataLayer Variable: You can trigger this rule by using different datalayer variables.

What are the advantages of Google Optimize?

It does not require excessive code information. Provides quick tests as possible.

You can quickly see the results in the Google Analytics panel because it works integrated with Google Analytics.

For example, the result of a test I made was reflected in the screenshot above. In comparison with the original I got 36.65% better result. I haven’t finish the test yet, but the test gave me a result. I see how much performance will be increased if I had shown the test to all users in the rightmost metrics.

Google Optimize is free. It will be particularly useful for small and medium-sized enterprises.

We will continue our articles on Google Optimize. You can follow our articles on topics related to test recommendations and how to analyze the test results.

Berkan Bagci

I am an online marketer who focused on web analytics for years. I did lots of GTM and GA setups for big websites in Turkey. Also I made a success story with Google Optimize and it has released on Jan 2018.

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