Google Optimize Tutorial 2017

By | November 15, 2019

– In this video you’re gonna learn how to use a new A/B
testing tool set of Google titled Optimize. I’m gonna show you how
you can set up a test, run it and analyze your results. All and more coming up right after this. (upbeat music) Hi there and welcome to another
video of where we teach you the data-driven
way of digital marketing. My name is Julian and on this channel we do
tutorials, how-to videos and take a look at the
latest marketing tech, just like this one. So if you haven’t yet,
consider subscribing. Now, if you are into the world of conversion rate optimization, or CRO, you’re probably familiar with tools like Visual Website
Optimizer or Optimizely. They make it super easy to
put together an A/B test and run it on your website. Until 2012 Google provided their own tool called Website Optimizer to run A/B tests, but then they integrated it
into the Google Analytics Suite as Content Experiments. But it was never that powerful, it really wasn’t really able
to manipulate your variation with a drag and drop editor, like VWO or Optimizely is able to do. So now they came up with
a completely new product called Optimize. Previously it was only available
for Google 360 customers, but now made accessible for free, as well. So it’s time to take a
look at this new tool. We’ve got lots to cover, so let’s dive in. Today our journey starts
at, which the home of Google Optimize. Now, you might not be able
to access this page just yet, because currently Google
Optimize is in private beta at least for the free version. But you can sign up to a waiting list and get emailed when
an access is available. Once you’ve signed up, you are greeted with this dashboard here, which will give you an
overview on your running tests. Before we can actually start using it we need to go through some setup steps. The first step being creating
your account and container. Now, same as Google Tag
Manager or Google Analytics, you have a hierarchy of your account and then separate containers
for the different websites you’re running your tests on. Unfortunately right now you are only able to build one container for one account. I don’t know if this
is gonna change later, but this is probably a
restriction of the free version. Now, you might notice
that the container ID features a GTM here, but
the ID really doesn’t have anything to do with Google
Tag Manager at this point, it is simply the ID of this container. You can name your container, as well. In order to keep the overview
I have called this Demoshop. Once this is done, you need to link up your Google Analytics account. That means you need to
have Google Analytics installed on your web page
and your Google account needs to access to this
Google Analytics property. Then you can link it up by choosing your account and the view. Next step is implementing
the Optimize snippet. Now, the snippet consists of two parts. One part is the extra requirement
of the Optimize plugin, and yes, it’s a Google Analytics plugin that needs to be loaded with your current Google Analytics code that is installed on your website. And there’s a page hiding snippet. Let’s talk about this
plugin snippet first. If you have Google Analytics
hardcoded on your website, you simply need to add this line to your Google Analytics
code on your website. You can also do this
through Google Tag Manager. Let’s try this out really quickly. Go over to Google Tag
Manager, click on New Tag, and there is actually already
a tag template available. Right here, it’s called Google Optimize. Simply click on that, and
then you need to define the Google Analytics Tracking ID that this plugin belongs to. I have fortunately saved this already in a constant variable right here. And then we need to input
our Optimize Container ID. Where can we find container ID? That’s this code with GTM
in front of it right here. Let’s copy that, go over to Google Tag
Manager, input that here. Now again, this has nothing to do with your Google Tag Manager
ID that you might have from Google Tag Manager itself. This is a Optimize Container
ID and has nothing to do with Google Tag Manager. Before we continue let’s
give this all a name and choose our trigger. Now, you can use the Ald Pages trigger or define a more narrow
trigger to only apply this on the pages you actually
run an A/B test on. But this doesn’t generate any overhead, so I’ll just go with All Pages here. Save this. Let’s go into our preview and debug mode, see on our page. And again, we already have
Google Analytics running, now our Optimize tag
has been added, as well. So this seems to work. Let’s go over to Google Tag Manager and publish this as a version. And Google Optimize is now
installed on our web page. Now, what is this second snippet for? This is actually a page hiding snippet. Now, this is totally optional to install but it will basically take
care of these little flickers that you sometimes see with A/B tests. So what does that mean? Once the test that we’re gonna configure in a second loads, our
Optimize snippet will take care of the changes that are
happening to this website. You might have seen on
not-so-well-setup A/B tests that the page loads and then
suddenly an element changes, which is not desirable because
the user might have seen the control before he saw the variation. So we want to make sure
that only the variation or the control are shown,
and therefore we need to take care of the changes first before we show anything to the user, and this is what this snippet is for. Unfortunately we cannot install
this by Google Tag Manager, because Google Tag Manager
loads codes asynchronously and we cannot ensure that this is loaded before anything on a web page loads. So we will need to install
this manually on our page if you want to run an
A/B test on this page. So let’s grab this code here and implement it onto our HTML which means we need to place it before
Google Analytics starts running, which is the earliest point of
our Google Tag Manager code. So we need to implement
it above that right here. Now, you might need to ask your developer to do this for you. We are running here on WordPress so I can easily go in and edit the themes and add my code to the
appropriate place here. Update this all. Reload our page here. And we should see our page hiding snippet above all Google Tag Manager code. This is recommended to do
in order for your users to only see the variation or the control and not a flicker effect when it switches over to the variation. Let’s click on Done here, and we have installed
the Optimize snippet. Now we can go over to
creating our experiment. All we need to do is
create experiment here, give our experiment a name, choose the URL we want to run this on, and now we can build an A/B
test, a multivariate test, or a redirect test which
means that we will give Google Optimize two URLs and it decides where to send a user based on which variation should be shown. I will go with a simple A/B test here and see how to set this up. Let’s create this. We are entering the test details screen. Now, on this screen, you
can set up a new variation. Let’s do this by clicking
here New Variation, give it a name, add this, and now we need
to start making changes. How do we do this? We will simply go to Editor
here, save our last changes, and in order to do this we actually need to
install a Chrome extension. So you need to be running on Chrome in order to do this actually. Let’s click on this Chrome extension and install this to our browser. And it will give us this little new tool, which is the Optimize extension. What will this do? We can go back to our page here. Let’s actually leave our
preview and debug mode first so we have a bit more screen. Reload this. Nothing happens. That’s because we actually need to go through the interface of Optimize. And it takes us to the screen, and now loads with the help
of the plugin our editor where we can make changes. So this is pretty powerful because we can now point and click and edit our elements
to our testing needs. It’s advisable that you come
up with a strong hypothesis before you start changing
stuff around here that actually are worth testing and not do what I am about to do and just change the button
color of this button here. But this is just for demonstration so let’s go with this easy A/B test. You see we have a very
extensive set of things that we can change. If you are more on the technical side, you can even edit HTML, insert HTML, or run custom JavaScript to
change the elements on a page and build the variant that
you have defined beforehand. Alright, let’s change the
color here with the editor. This is actually the text color, we should go for the background, and here we can change
text color to green. That should do it. Let’s go ahead and look at
the other elements here. We could change stuff around but our green A/B test
here should do the trick. Some other features of this editor is actually you can change the screen size to see how your A/B test changes if you have a mobile-responsive page. You can also edit the CSS
of the element directly, and you have other settings to use this editor more effectively. Once you have done all the
changes that you wanted to do, you can save your
variation, click on Done. Now we need to go ahead and choose an objective for our test. These are defined by the goals that you have already configured within your Google Analytics account. So if you don’t have
any goals implemented, you should definitely do that, and you can even define
a secondary objective and even more objectives
to run this test against. In order to keep track of your changes and why you did this test,
you can enter a description, or your hypothesis, and save this all. And you are ready to
start your experiment. Now your experiment is running
and is generating data. What does that actually mean? So let’s go back to our page. Reload this page. We get shown one or the other variation, so in this case it’s our
variation and not our control. Once we reload this page, we actually always get
shown our variation. Why is that? Because Google Optimize actually builds a cookie into our browser. We can check this in our developer tools by going into the Application tab. We can look at our cookies that were set on our Demoshop here, and we see a new cookie
called gaexperiment which tells Google Optimize
which variation should be shown. It also connects us to declined ID that we see here in our ga cookie, and this ensures that the
user always sees the variation that he has seen first. So it doesn’t skew the results
once the website is reloaded or the user navigates away and comes back. Just to demonstrate this here, let’s get rid of these cookies and reload our page. You still get the green button here. Let’s do this again. And again. And this time we see we are
getting our normal button here, our control version. That means that the A/B test
is already running correctly and data should now be generated within our Optimize account. So once we go over to Reporting here, we should have data coming in. This can take a while so right now we don’t see anything here. Let’s go over to a test
that I have already run. This is our button test here and we have a 50/50 split between the users who see the original and our green button version. We have a Sign Up goal that
is running on our website and we have some data
that is already reporting. This was tested on 323 sessions, has been running for six days. Obviously it’s not a
very great sample size. Google Optimize then
tells us how much better the variation is performing, in this case minus 60% right now, against our conversion
goal that we have defined. And we can see this familiar chart where we can look at the probability that our variation will
beat our original version. Down here another chart. Obviously this is also
connected to Google Analytics, so we can always view these numbers in Google Analytics itself. Once we click here, it
opens up a special report where we see our button test, and we can segment with
our custom segments here, and also we see our
original and green button. This is kind of like the
report that we have seen for the Google Content
Experiments already. It gives us a bit more
variety to play with the data and actually look into other goals that this might be running against in order to slice and
dice the data even more and see whether our data
is performing well or not. But all in all you can
see that Google Optimize works really well with Google Tag Manager and Google Analytics together, and is therefore a very affordable
and cool little addition to the Analytics Suite,
and lets us run A/B tests or multivariate tests
really easily on our website through this point and click editor. There you have it. This is how you can set up an A/B test with the help of Google Optimize. Pretty sweet, huh? I’d love to hear from you. What are your experiences
with Google Optimize? Or do you prefer Optimizely
or Visual Website Optimizer? I’m looking forward to hearing from you in the comments below. And as always, if you like this video, please share it with
your friend or colleague and subscribe to our channel to get more of these
videos every Wednesday. My name is Julian. Till next time!

83 thoughts on “Google Optimize Tutorial 2017

  1. Maik Bruns Post author

    Danke Julian, super Erklärung für viele, die das Tool noch nicht kennen. Ich weiß nicht, wie es in den US aussieht, aber in Deutschland ist Optimize leider bisher kaum verbreitet. Der Beta-Zugang lässt bei vielen auf sich warten. :-/

  2. Emile Pukander Post author

    Hi Julian! I commented a month ago, on one of your videos regarding the impl. of the new version of GTM. But didnt get any answer so im giving it a shot again, because I can see that you've made a vid of Optimize now. I cant get this to work, when using the new <script> & <noscript> method while using GTM to implement Optimize and manually adding the Hiding snippet to the header.php. Have you tested this combo?

  3. OneTwoThreeThisIsMe Post author

    Hi, the problem I had when looking at A/B testing tools was precisely with product pages, where the price and stock information is dynamic. It always seemed to me like A/B testing in such cases required some additional programming since it is a modification to a page template in which some data is inserted via additional scripts. I have no idea how to manage this. Or is this not a problem after all? In the video example, were the changes done on a specific product page ot to product pages in general? How much can you actually change using the interface – can you drag elements, changing their position and dimensions on the page?

  4. raheel52000 Post author

    Nice I am looking to have it for redirects hopes it will setup successfully!

  5. jordan peck Post author

    Hi Julian, since Google Optimise is a GA plugin, is it all possible to use it to set up tests on various pages, and then send the data to another source other than GA, such as Snowplow Analytics?

  6. Сергей Кужба Post author

    Hi Julian! Thanks for the video!
    Can you please tell whether Optimize uses GA filters? I mean does it count referral bots, traffic from employees etc..?

  7. Amit Arora Post author

    Julian, great tutorial. Off topic question – your screen looks crystal clear in your videos. What kind of monitor (computer) are you using? Love the sharp resolution 🙂

  8. Josh Silverbauer Post author

    Hi Julian! Great video as always, question about the second optimize script (the hide page code). Since GTM is now in the <head> and hopefully as high up as possible, hypothetically, could you use tag sequencing to ensure that it fires before anything else that is firing on the page? or does it truly need to be on page code just for safety.

  9. Béate Vervaecke Post author

    Stupid question but is the green button A/B test only running for that specific product, or is it running on all product pages using that template?

  10. Moslem Uddin Post author

    Hi, it was an excellent presentation on google optimize. I really got a light on it. But I need hear more from u. I have multimedia class room for ICT training in Bangladesh. I want to run such class and get the best from google product.

  11. Gio Tiongson Post author

    Hi! Sadly when I go to it says it's coming soon and I can request for an invite. Perhaps they're rolling it out slowly, but may you know how I can get access early?

    Thanks for the video, can't wait to try this out for our site 🙂

  12. Angie Brown Post author

    Is Google Tag Manager required to use Google Optimize?

  13. Kristoffer Post author

    You are AWESOME! 😀 Love it. I just got access to this tool in my country and of course you already made it possible for me to learn how to work on it 🙂 perfect!

    I'm guessing you do contract works outside of Germany too(?)

  14. Jean-Christophe Lavocat Post author

    Hi Julian, awesome walkthrough. I got the access few days ago and wanted to see it in action before using it. Thanks a lot for your time creating your videos.

  15. Rohit Rathore Post author

    Thanks Julian, Very informative video as always.

  16. Richard Allum Post author

    Can you use google optimize tool to do an A/B test for a time delay on pop ups lead generation? We are looking at 5 seconds or 30 seconds

  17. הפסגה - המדריך לצימרים בישראל Post author

    Hi Julian, Tank's for the video!

    (Do you know how to run a test on a page group ? (on all the products pages for exemple

  18. william kortas Post author

    Is there a way to add this to every add to cart button to see which ones are getting the most clicks?

  19. Laura Nagler Duncan Post author

    This was a very helpful video. Thank you! I have a question regarding implementing the snippet on the website to run experiments. Google's instructions strongly recommend the method of modifying the UA code hard-coded on the website, and for good reason. However, my company runs Analytics through Tag Manager. I was curious if you think adding the hard-coded UA snippet to the website in addition to running Analytics through Tag Manager would result in data duplication? My potential workaround is to pause the Analytics tag in Tag Manager after adding the hard-coded UA with Optimize snippet to website. Thanks for any input!!

  20. Eric Le Tran Post author

    Thanks Julian!

    Do you know if it's possible to edit an experiment after it has been launched? Optimizely and Adobe Target allow users to pause an experiment to edit a variation, add a new variation or change the traffic allocation.

    This normally happens if we notice errors in the campaign setup that require fixing, or if we want to allocate more traffic to variation that is winning.

  21. Dan Ford Post author

    Absolutely brilliant video, really clear and helpful, thanks.

  22. Niccolò Gloazzo Post author

    Hello, what about google optimise in Shopify? Is that possible with google tag manager? Thanks!

  23. Alex Fraser Post author

    Julian – is it possible to use GTM Tag sequencing so that the Optimize base tag loads after the flick suppression tag – thus not needing to leverage developers / hard coding?

  24. Dan Gorlitsky Post author

    Great video, thank you for generation such great content

  25. Rishabh Jain Post author

    Can we use Google Optimize for multiple pages at once, a button that is coming on all the pages can be tested at once?

  26. Uriel Post author

    Thanks a lot! really helpful!

    Got an idea if there is a way to inject PHP code and not only HTML?

  27. Zhuang Sen Lim Post author

    Hi Julian, thank you for the wonderful video tutorials as always.

  28. Radu Mureșan Post author

    very good content and explanations => subscribed

  29. Norman Dorst Post author

    Is it possible to use Jquery in Google Optimize? It seems that only JavaScript works through the 'Run JavaScript' function.

  30. Harsha Kuresam Post author

    Hi Julian, Thanks for tutorial , That was very informative, got a question @ 6:55secs about secondary code, Is it mandatory to put Flickr code for redirect test for an homepage experiment. And Is there any examples videos for redirection test TIA …

  31. Samuele Fabbri Post author

    let's assume an individual is using Tag Manager to install Analytics, track events like downloads and let's assume one has set up goals in Analitycs. By taking into account that one may run a Facebook ads and send people to a landing page inside a website, the question is the following: may I use Optimize to make an A/B test on the landing page and use UTM parameters set on Facebook as advanced parameters in order to check in my Analytics the structure social > facebook > ad and verify which landing page version works better than the other one?

    Thanks in advance Julian @Measureschool

  32. Alan Bryson Post author

    Hey love the videos. Is there a way to have optimise to work so it show different versions of a page based on time of day ? A video on how to do this would be awesome.

  33. um-se Usablenet Post author

    Do URLs with query parameters cause problems?

  34. Алексей Воробьёв Post author

    Thank you very much! 😉

  35. Robert Laschevoski Post author

    Great Video Julian, Thank You.. I just have one little problem my conversions not registering in Optimize do you know how to fix it?

  36. Linus Lim Post author

    Hey Julian, will this work?

    1. Create a html tag for the "page hiding snippet",
    2. Then use tag sequencing within GTM to fire the tag before the main GA base code.

    Is this a possible work around for hard coding the page hiding snippet to the site?

  37. Victor Arokoyo Post author

    Is it possible to A/B test Widgets using Google Optimize?

  38. Jakob Post author

    Saw a few of your videos and they are great! I just started in a digital marketing position and your videoes combined with Google's own videoes are really boosting my ability to navigate in this jungle of marketing tools.

  39. Giuseppe De Luca Post author

    I can't find the flickering script code anywhere. Was the flickering issue resolved by any chance ?

  40. fjuraa Post author

    is there a possibility to just track how many users clicked on the original vs the new one?

  41. Oludotun Oyebolu Post author

    Hi, thanks as always! Must we create the variant manually? I already have different pages already done on wordpress that I want to test against each other.

  42. tombola Post author

    Hi Julian, About the flickering script, I see that you added the Google optimize container ID. But here (Onthe GTM section) Google says that we need to generate the script with the GTM container Id… Do you know why?

  43. Nandan Digitas Post author

    I couldn't see any cookie generated, I am unable to see any Variation( One Original Variation Runs) I have followed all your steps

  44. Thomas Nordén Post author

    But if you add the GA tracking as an HTML tag, and not the container, and then add the page hiding snippet before the GA code, wouldn't that mean that you don't have to hard code the hiding snippet to the page? Or does it have to come before the GTM code?

  45. Laris Orman Post author

    Hey at 5:28, what chrome extension is that where you can see everything? Google tag manager? I have that installed but mine doesn't pull up like htat

  46. Derek Switzer Post author

    Is it possible to run a 2 variant a/b test that does not include the original? (like if we want to change a graphic on the page to 2 other graphics from the original, but only want the 2 new graphics displayed on the page during the test period. TIA

  47. Richard Lowe Internet Strategies Post author

    What about "Google Sites" , no tag manager nor code insertion. Will optimizer work for "New Google Site" ..workaround?

  48. Ian Ong Post author

    Hi, can i check for the page hiding snippet, if i choose to install it via GTM as custom HTML, and set the tag sequencing to fire before optimize and GA. will it work?

  49. Parmod Sharma Post author

    Did I have to add the one line 'code' with analytics code for every experiment or I have to add it once…

  50. Ad Casey Post author

    @4:07 where you select the Google Optimize Tag Template. This must have change since the video was made and is now different than your video?

  51. ToyberMarketingRU Post author

    can I use google optimize to test two contact forms on the same page (landing page)?

  52. Javier Sancho Piqueras - Consultor marketing digital Post author

    Any ideas why i have a lot of sessions more than test sessions? Thanks

  53. Sam Limo Post author

    Great information, I have a long way to go but good start.

  54. kuurt Post author

    How would you set up your objective if your objective is just to test two different landing pages against each other (they have different background picks)? I just want to see which landing page gets the most sign ups. I would assume you would pick "create custom" and then pick "events", but what would you put for the other fields?

  55. Olga Summerhayes Post author

    Hi Julian. thank you for all your tutorials, they are great. have a question – when I finish the experiment – should I remove the code snippet for "flickering" from the website?

  56. dada dodo Post author

    so useful (as usual) video! Thank you so much!

  57. hweontey Post author

    what software you use to do recording and at the same there is word display

  58. Dziomolek Post author

    I dont get creating Optimize Tag (4:43) if it's not used in experiment.. and used Analytic Goal in experiment are not described (creation)

  59. MarkSight Post author

    Good overview, but I think is way better for this. Check it out, I think it's much easier to work with.

  60. David G Post author

    Placing the page hiding snippet in the header.php file means it will show up on every page. Will that cause any delay for non-testing pages to load?

  61. idol world Post author

    I still have a problem.
    The following tracker configuration properties do not have the same configruations: cookieDomain.

  62. Shane Park Post author

    Before watching this video, A/B testing sites would have a learning curve that wasn't worth exploring. My mind is blown at how simple installing and setting up a simple test is. Really glad I ran into your tutorial! Thanks!

  63. Post author

    Bit confused. So you can measure the clicks on the button in 2 color variations? So you can only trigger events?

  64. Mr Ashley Ball Post author

    Can I make two separate pages in WordPress? Instead of just changing CSS on an exciting page? And have optimise swtich between those to pre-made pages?

  65. Murilo Pontes Post author

    How to change a Hover effect? I want to change the color button thats get dark green when I move the mouse cursour on it.


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