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Google taps Optimizely as a partner for GA4 integration

Optimizely, a top DXP provider, has been chosen by Google to work together on combining Optimizely Web Experimentation with Google Analytics 4 (GA4).


This comes after Google’s decision to retire its previous web analytics and testing tool, Google Optimize.

The partnership between Google and Optimizely is set to begin a new era for both companies and their clients. To achieve personalised customer experiences, real-time statistics, and smooth integration with other tools in their technology stack, digital marketers usually have to choose between speed or user experience.

However, with Optimizely’s experimentation tool, marketers can access all these functionalities without sacrificing any of them. This means that they can achieve the best of both worlds and create impactful customer experiences at a faster pace.

The unique collaboration between Google and Optimizely is set to transform the way digital marketing professionals utilise actionable insights to offer seamless, personalised brand interactions and deliver the most exceptional customer experiences. 

This innovative partnership will enhance the capabilities of both organisations and equip marketers across the globe to conduct large-scale experimentation programs that can deliver outstanding results. As a result, marketers will be able to leverage the combined strengths of these two platforms to create more effective and engaging campaigns, helping them stay ahead in today’s competitive digital landscape.

Optimizely’s web experimentation platform has been providing significant advantages to its users for a while now. In 2022 alone, the DXP provider facilitated over 1.8 million experiments and helped its clients generate incremental revenue of $1 billion. 

This impressive feat follows Optimizely’s decision to move its experimentation solutions to Google Cloud about a year ago, which is yet another demonstration of its innovative spirit and long-term partnership with Google. 

Through this collaboration, Google Optimize users can now enjoy the precision and enterprise-level features of Optimizely, the market leader in experimentation. This means that businesses of all sizes can now leverage the most advanced experimentation tools to optimise their customer experiences and achieve better results.

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Yajush Gupta

Yajush Gupta

Yajush is a journalist at Dynamic Business. He previously worked with Reuters as a business correspondent and holds a postgrad degree in print journalism.

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