A/B Testing in Google Analytics 4: Life After Optimize

The sunsetting of Google’s Optimize tool left many SEOs wondering how best to carry out A/B testing in Google Analytics 4 (GA4). Google will instead “invest in solutions that will be more effective for our customers.”More specifically, it’ll invest in third-party Google Analytics 4 A/B testing integrations. 3 Ways To Carry Out A/B Testing In Google Analytics 4To run A/B tests with GA4 data, you’ll now need to use third-party tools and integrate GA4. How Does AB Tasty Support A/B Testing in Google Analytics 4? AB Tasty has detailed tutorials on both types of GA integration, with full setup processes: AB Tasty and Google Analytics 4—Pull integration and AB Tasty and Google Analytics 4—Push integration.