Google Update: Google Optimize and Optimize 360 will stop working by 30th September 2023
The most popular A/B testing feature will not be provided after the Google Optimize Sunset date. Though Google is giving a ray of hope that it will bring back it somehow in coming weeks. Let's see.
What might have compelled Google to close such a useful tool?
I believe they are moving most of the functionality to the GA4 now.
Yes, they have stated that something similar will be incorporated in GA4 in coming weeks.