Comparison
The free, self-hosted alternative to Google Optimize for WordPress
Google Optimize was turned off on 30 September 2023 - and it was the one major tool with a free plan. AB Test WP is the free, cookieless replacement that runs inside WordPress and keeps your data on your own server.
Competitor details last checked September 2026; sources are under the table.
Where it runs
Inside your WordPress site
Optimize ran in Google's cloud through a page snippet and kept its data in Google's servers and Analytics.
How you pay
Free, with optional Pro
Optimize was free, which is why its shutdown on 30 September 2023 left a gap.
What you give up
Analytics as the reporting layer
Optimize reported through Google Analytics. AB Test WP records conversions first-party in your own database, with or without an analytics tool.
Who should pick which
An honest split.
Google Optimize is a capable tool with real strengths. These are the two situations, stated plainly.
Pick another platform if
- Your testing has to be tied deeply into Google Analytics 4 experimentation.
- You need enterprise server-side or feature-flag testing.
- You want a full analytics suite rather than a focused testing tool.
Pick AB Test WP if
- You want a maintained, free replacement that runs inside WordPress.
- Visitor data should stay on your own server, with no cookies set.
- You test headlines, buttons, sections and pages, on any builder.
Feature by feature
What each one has.
Every row is a yes, a no, or a short note where yes or no would mislead. Rows where Google Optimize has something we do not are marked the same way. Sources are under the table.
IncludedPaid Only in a paid plan (either product) On our roadmap Not included
| Feature | Google Optimize | AB Test WP |
|---|---|---|
| Testing | ||
| A/B testing | Was included, free | No traffic limits, up to 3 tests at once, no account |
| Split URL tests | Was included | Same: free, no traffic limits, up to 3 tests |
| No traffic limits | Was unmetered | Yes, it is your server |
| Flicker-free by design | Anti-flicker snippet needed | Yes, flicker-free rendering |
| Multivariate testing | Was included | On the roadmap as researching, no date |
| Where things happen | ||
| Still available | Shut down on 30 September 2023 | Yes, active |
| Where it runs | Google's cloud plus a page snippet | Inside your WordPress site |
| Where data lives | Google's servers and Analytics | Your own database |
| Cookies | Used cookies | None, cookieless by design |
| WordPress fit | Generic snippet | Native plugin, any builder |
| Reporting | Through Google Analytics | Built in; Pro adds significance and Bayesian |
| Pricing | ||
| Price | Was free | Free, with optional Pro |
| Free tier | Was free | Free forever, no traffic limits |
Sources for Google Optimize: Google's Optimize sunset notice, checked September 2026. AB Test WP facts come from the plugin itself. | ||
Getting started
Switching is quick.
No migration project. The free plugin runs its first test the same afternoon.
Install AB Test WP
Google Optimize can stay installed while you compare.
Recreate a live experiment
Tag each variant with a CSS class in your builder, or set up a URL test for whole pages.
Choose a goal
Page visits, clicks, form submissions and add to cart are free; scroll depth, time on page, active time and WooCommerce revenue are in Pro.
Launch
Results accumulate in your own database, with no traffic meter running.
Questions
Answered plainly.
Answers are visible, not folded away, so they can be read and quoted.
Is Google Optimize still available?
No. Google Optimize and Optimize 360 were shut down on 30 September 2023 and can no longer be used; experiment data was removed after that date.
Is AB Test WP free like Google Optimize was?
Yes - the plugin is free forever with no pageview or traffic limits. An optional Pro upgrade adds unlimited tests, advanced goals, and statistics.
Do I need Google Analytics to use it?
No. AB Test WP records conversions first-party in your own database, so it works with or without any analytics tool.
Is the free version really unlimited on traffic?
Yes. Tests run on your own server, so there is no pageview meter and no account. The free plan limits how many tests run at once (three), not how many visitors see them.
How current is the Google Optimize information here?
Last checked September 2026. Always confirm current pricing and features on Google Optimize's own site.
Try the free, self-hosted way.
AB Test WP is in final testing: no traffic limits, no data leaving your site. Join the waitlist and we will email you the day it lands.