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Google recently reposted several support pages dedicated to Website Optimizer, a new tool that may soon appear in the “Reports” tab of Google Ads, connected to GA4. The name evokes the historic tool launched in 2008, which became Google Optimize before its disappearance in 2023, but initial indications suggest a completely redesigned version. This reappearance is intriguing: is Google Ads moving towards a relaunch of its experimentation system or the creation of a brand new tool, designed for an ecosystem now centred on GA4 and performance?
After two years without a native A/B testing solution, Google seems keen to reintroduce experimentation into the heart of its advertising environment. This development is particularly welcome at a time when optimising conversion paths is becoming essential to offset rising media costs.
The first details available show a more fluid approach. Website Optimizer would be directly controlled in Google Ads, with simplified configuration and a native link to GA4. Access to the tool would require administrator permissions on the associated GA4 property. In cases where no property is set up, Google would automatically create a GA4 instance to ensure the necessary data is collected.
This integration marks a turning point. Previous versions of testing tools required multi-platform configurations, which were often technical and time-consuming. Google seems to be aiming to reduce friction here. In this sense, the creation, configuration and analysis of tests would be centralised in a single environment, allowing experiments to be set up without advanced technical expertise.
This integrated functionality greatly facilitates the implementation of tests. The challenge is no longer just to offer a testing tool, but to connect it directly to advertising performance, so that each variation tested can be interpreted using key Google Ads metrics.
While Website Optimizer is establishing itself as a comprehensive A/B testing tool, advertisers will finally have a native solution for evaluating the real impact of their landing pages. Since Optimize was discontinued in 2023, the Google ecosystem has not offered any internal tools for conducting reliable, structured experiments. This gap has pushed many brands towards third-party solutions, which are often more expensive, less integrated, and require specific GA4 configurations.
The return of this tool could be a game changer. The ability to measure, in one place, the effect of variations on conversion rates, value generated or acquisition costs would provide a much more consistent reading between UX and media performance. Landing page optimisation would thus become a natural extension of Google Ads campaigns, rather than a separate project dependent on technical teams or external tools.
This perspective is also part of a broader movement. Google is seeking to strengthen synergies between Google Ads, GA4 and its entire analytics infrastructure. In this context, reintroducing a testing tool directly into Ads is not insignificant: it is a way of putting user journey optimisation back at the centre of campaign management.
At this stage, several points remain essential to monitor: the scope of the features offered, the nature of the tests possible, and the statistical depth provided by the tool. The issue of server-side testing support, which was lacking in Optimize, will be decisive for advertisers with more advanced needs.
Even though Website Optimizer is not yet officially available, advertisers can already prepare to integrate it into their optimisation process. The first step is to check the quality of GA4 implementation. As the tool relies entirely on this infrastructure, a poorly configured property would limit the ability to correctly analyse the variations being tested. This involves ensuring that essential conversions are measured correctly and that the user journey is sufficiently documented.
An audit of landing pages can also be planned in advance. The aim is to identify those that attract the most traffic, those where conversion rates appear unstable, or those where performance varies depending on the device. This analysis will serve as a basis for prioritising the first experiments as soon as the tool is launched.
Finally, defining a testing roadmap in advance will make it easier to get started. Clearly stating the assumptions, potential variations and expected KPIs will enable you to launch the first experiments more quickly and use the tool in a structured manner.
The launch of the new Website Optimizer tool could mark a turning point in Google’s strategy. Two years after Optimize was discontinued, the reintroduction of an experimentation tool integrated into Google Ads responds to a need expressed by advertisers: to have a simple, connected, performance-oriented tool for testing and improving the user experience. While details are still limited, the signs point to a desire to reintegrate A/B testing into the advertising ecosystem, leveraging the power of GA4.
Our Google Ads agency will assist you in structuring your testing plans and optimising your conversion paths as these new features are rolled out.
Julien Soumahoro