Which A/B Testing Tool Should Replace Google Optimize in 2026

The best A/B testing tools after Google Optimize shut down are the ones whose bill you can model today and whose owner you can name next year, and that second test got harder in 2026. After reading six vendors' pricing and documentation pages, our view is that a team replacing Optimize should shortlist by the unit each vendor charges for and by how settled the product is, then compare features. Everything below reflects those pages as we read them on November 6, 2026.

What changed after Google Optimize closed

Google states that "Google Optimize and Optimize 360 are no longer available as of September 30, 2023," and that experiments and personalizations still active on that date ended. The same help page says Google was "collaborating on integrations with the following A/B testing providers," naming AB Tasty, Optimizely and VWO, and adds: "We have made our APIs publicly available so anyone can integrate their A/B testing tool with Google Analytics."

The vendor map shifted again this year. In a post dated July 15, 2026, Wingify says it "brings two established, independently built platforms, VWO and AB Tasty, together under one roof." Each "still functions as its own suite while the underlying engineering, data models, and workflows are merged step by step," and the post tells customers: "Your current contracts, pricing, and service levels carry over unchanged as a result of the merger." On September 16, 2026, VWO and AB Tasty "unveiled Wingify as the unified global brand for the combined business," in a release carried by Kyodo News PR Wire, and VWO's old pricing page now forwards to a single Wingify pricing page.

Statsig moved too. On May 5, 2026, Amplitude announced that "Amplitude will take on Statsig's brand and customers" and "will maintain and develop the current Statsig platform across the cloud and data warehouse." A buyer about to sign a multi-year contract with either should ask for the post-merge roadmap first.

The six Google Optimize alternatives side by side

The Google Optimize alternatives we compare for 2026 are VWO, Optimizely, AB Tasty, Convert, GrowthBook and Statsig. VWO and AB Tasty share a row below because they now sell under one Wingify brand, and "Quote" means the vendor publishes no price.

The statistics column separates these tools less than the price column does, since Convert, GrowthBook and Statsig each list both Bayesian and frequentist methods. Wingify calls SmartStats its "Bayesian-powered statistics engine for A/B testing" and moves new Data Platform campaigns to Campaign Reports.

What A/B testing platforms cost in 2026

A/B testing and experimentation platform pricing in 2026 is public for three of the six vendors, and the prices below are as we read them on November 6, 2026. Optimizely says "Every Optimizely plan is individually packaged," and Wingify lists Growth, Pro and Enterprise plans behind a demo button, priced on monthly active users, depending on the product.

Convert charges for tested users. Growth costs $399 a month on monthly billing or $299 a month billed yearly ($3,588), Pro costs $599 a month or $420 a month billed yearly ($5,040), and both include 100,000 tested users a month. Extra traffic costs $399 per 100,000 on Growth and $699 per 250,000 on Pro, and overage can be switched off. The free trial runs 15 days with no credit card.

GrowthBook charges for seats. Its cloud Starter plan is free for up to three users and one project, and Pro costs $40 per seat per month for up to 30 users. Flags, experiments and traffic are unlimited on both. Pro includes 2 million managed warehouse events and 2 million CDN requests a month, then $30 and $10 per extra million. The self-hosted open source plan is free, and the FAQ says "The free self-hosted plan has unlimited users."

Statsig charges for events. The Developer plan is free with 2 million events a month and unlimited seats; at that cap, targeting keeps working and Metric Lift computations stop. Pro costs $150 a month with 5 million events included, then $0.05 per 1,000.

A worked example with hypothetical numbers

Take a hypothetical team of five people sending 80,000 visitors a month into tests, and assume 7 million Statsig events a month. Both figures are our assumptions; your event count depends on what you log per visitor.

The ranking moves with the shape of the team. Add three people and GrowthBook Pro rises by $120 a month with no change in traffic. Double the visitors to 160,000 and Convert's Growth plan runs past its 100,000 monthly allowance, while GrowthBook's seat price stays put. Model your own bill at today's traffic and at twice that.

Which tools suit enterprise teams and which suit smaller ones

Among the top A/B testing platforms for enterprise and SMB teams in 2025 and 2026, the dividing line is procurement. Wingify's Enterprise web plan adds "Self Hosting," "Single Sign On (SSO)," "API Access," "Approval Workflow" and "24x7 Support," and its plans step from one workspace and one domain on Growth to five of each on Enterprise. Those are the line items a security review will ask about, and Wingify and Optimizely both expect a conversation before they quote.

For smaller teams, the paid Google Optimize alternative with the plainest bill is Convert, since the price, the traffic allowance and the overage all sit on one page. GrowthBook and Statsig let a team start free and pay later.

Our pick by monthly traffic and team type

• Under 100,000 tested visitors a month, marketing-led, little developer time: Convert Growth. The price is public and its GA4 event lands in the property you already report from.
• Product, engineering or data team at any traffic level: GrowthBook. Self-hosting costs nothing in license fees, cloud Pro lists traffic as unlimited, and it reads GA4 through BigQuery, where analysts already query it.
• Engineering team that wants a free start metered by events: Statsig Developer, with a roadmap conversation with Amplitude before you outgrow it.
• Above 1 million tested visitors a month, several domains, SSO and approval steps: quote Optimizely and Wingify side by side, plus Convert Enterprise, which lists 1 million tested users a month.

Where GA4 fits once a test ends

If your revenue reporting lives in GA4, check how each tool gets exposure data there before you buy. Convert says its "GA4 integration uses the experience_impression event and the exp_variant_string event property," in the format CONV-[experience_id]-[variation_id]. A project setting called "Track first visitor exposure only" is unchecked by default; switch it on if you want one impression per visitor per experience.

GrowthBook "connects to Google Analytics (GA4) via BigQuery," so GA4 has to be linked to a BigQuery project first, and its SDK sends the exposure event to GA4. The export runs daily or streaming, and streaming needs a BigQuery account with billing added. Statsig says its GA4 integration lets it "send logged events and exposures to GA4" through a GA4 Data Stream, using an API secret you create for that stream.

A test that lifts conversion on paid landing pages matters once the lift shows up as return on ad spend. Before rolling a winner out to all paid traffic, run the new conversion rate through the ROAS calculator and set it against the break-even point in what ROAS measures. A landing page win also changes how hard you can push budget, which is where scaling paid ads without killing ROAS picks up, and whether the channel brings buyers you would have won anyway is the question incrementality testing answers. The CRO playbook covers test design, and the paid media page covers how we connect landing pages to spend.

Pick the meter first. A tool that bills by seats rewards a small team with heavy traffic, a tool that bills by visitors rewards a larger team with modest traffic, and the quote-only vendors reward the buyer who walks in with real traffic numbers and asks what happens to the contract after the merger.

Sources

• Google: Google Optimize sunset, Optimize Help
• Wingify: The unified digital experience suite powered by VWO and AB Tasty
• Wingify: Pricing
• Wingify: What is SmartStats
• Amplitude: Amplitude and Statsig partnership
• Optimizely: Pricing
• Convert: Pricing
• Convert: Integrate Convert Experiences with Google Analytics 4
• GrowthBook: Pricing
• GrowthBook: A/B testing with Google Analytics 4 and GrowthBook
• Statsig: Pricing
• Statsig: Google Analytics integration
• Kyodo News PR Wire: AB Tasty and VWO Unite Under Wingify