# A/B Testing Tools

### Industry Recommended Free A/B Test Tools

[Google Optimize](https://support.google.com/analytics/answer/12979939?hl=en) was a free A/B testing and personalization tool that many businesses used, but Google officially sunsetted it on **September 30, 2023**. It is no longer available for use. However, below are a few industry recommended A/B Testing tools. 

<table data-view="cards"><thead><tr><th></th></tr></thead><tbody><tr><td><p>Firebase A/B Testing (By Google) – Ideal for app developers using Firebase.</p><ul><li>Integrates with Google Analytics.</li><li>Supports remote feature configuration.</li></ul></td></tr><tr><td><p>Google Ads Experiments – Optimizes Google Ads campaigns.</p><ul><li>Tests variations in ad copy, bidding strategies, and targeting.</li><li>Provides built-in performance tracking.</li></ul></td></tr><tr><td><p>Google Ad Manager Experiments – Helps publishers optimize ad placements.<br></p><ul><li>Tests different ad configurations.</li><li>Analyzes revenue impact.</li></ul></td></tr><tr><td><p>GrowthBook – Free and open-source A/B testing tool.<br></p><ul><li>Supports client-side and server-side testing.</li><li>Flexible integration with any tech stack.</li></ul></td></tr><tr><td><p>PostHog – Self-hosted and great for product experimentation.<br></p><ul><li>Includes feature flags for controlled rollouts.</li><li>Provides user behavior analytics.</li></ul></td></tr><tr><td><p>Unleash – Open-source feature flagging with experimentation capabilities.<br></p><ul><li>Allows gradual rollouts and real-time updates.</li><li>Enables A/B testing without redeploying code.</li></ul></td></tr></tbody></table>

### Industry Recommended Paid A/B Test Tools

However, if your newsroom has the budget and capability to explore paid options, the below are a few industry recommended paid tools.&#x20;

<table data-view="cards"><thead><tr><th></th></tr></thead><tbody><tr><td><p>AB Tasty – Focuses on user experience and conversion optimization.<br></p><ul><li>Offers AI-driven personalization.</li><li>Provides real-time testing and analytics.</li></ul></td></tr><tr><td><p>Optimizely – A leading enterprise-level A/B testing platform.<br></p><ul><li>Supports full-stack experimentation.</li><li>Enables advanced audience targeting.</li></ul></td></tr><tr><td><p>VWO – A cost-effective alternative to Optimizely.<br></p><ul><li>Includes a visual editor for setting up tests.</li><li>Offers built-in heatmaps for user behavior insights.</li></ul></td></tr></tbody></table>


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