Mida replaces Google Optimize with A/B testing, split URL tests, and personalization — native GA4 integration, visual editor, and a permanently free plan up to 100K MTU. No credit card required.
Google Optimize shut down on September 30, 2023. In 2026, most teams replacing it need a tool that is free (or affordable), works without developer support, integrates with GA4, and does not slow down their site. Mida is the only alternative that hits all four: a permanently free plan up to 100,000 Monthly Tested Users, a visual editor, native GA4 integration, and a 15KB compressed script.
Mida's Sandbox plan is free forever — no trial, no credit card, no forced upgrade — with 100,000 Monthly Tested Users per month. It includes A/B testing, split URL testing, personalization, visual editor, code editor, and native GA4 integration. No other visual-editor tool on the market offers a comparable permanently free tier.
Google Optimize was built by Google, so GA4 integration felt native. Mida replicates that: when you set up Mida, it connects to your GA4 property automatically. Your existing GA4 goals become Mida goals. You do not need custom events, GTM setup, or Measurement Protocol configuration.
Mida covers the same experiment types Google Optimize supported: A/B tests, multivariate tests, split URL (redirect) tests, and personalization. It also adds SPA support for React, Vue, and Webflow sites — something Optimize never handled cleanly.
One of Google Optimize's criticisms was its impact on Largest Contentful Paint. Mida's script is 15KB compressed and loads in approximately 20ms. It includes an anti-flicker snippet for above-the-fold content. Teams that moved to Mida typically see no regression in Core Web Vitals.
Google Optimize required manual variant creation. Mida adds MidaGX: describe the change you want in plain language, upload a screenshot, or import a Figma design, and AI generates a launch-ready A/B test variant directly on your live website. Marketers can go from idea to live test in minutes.
Google announced the Optimize sunset in January 2023 and shut the product down on September 30, 2023. Google did not replace it with a native tool. Its official migration partners — VWO, Optimizely, and AB Tasty — start at $299/month or more. Teams that needed a free or affordable alternative with a visual editor had very few options until Mida expanded its free plan.
Migration from Google Optimize is straightforward. Most teams complete it in under a day. The key is to rebuild your highest-value experiments first rather than trying to recreate everything.
Mida is the best free Google Optimize alternative for non-technical marketing teams. Its free Sandbox plan covers up to 100,000 Monthly Tested Users per month with no credit card required, includes a visual editor, native GA4 integration, A/B testing, split URL testing, and personalization. GrowthBook is a free alternative for engineering-led teams (self-hosted, open source), but has no visual editor on the free tier.
Google Optimize shut down on September 30, 2023. Google announced the sunset in January 2023. The product — including Optimize 360 — stopped working on that date. Historical data was deleted and is not retrievable. Google did not release a direct replacement. Its recommended migration partners were VWO, Optimizely, and AB Tasty, all of which require paid plans.
No. GA4 does not include A/B testing. Google's recommended approach is to use third-party experimentation platforms that integrate with GA4. Mida integrates natively with GA4 on its free Sandbox plan — your GA4 conversion events become experiment goals automatically, with no custom setup.
No. VWO discontinued its free plan in 2024. It now offers only a 30-day trial, after which paid plans are required. VWO and AB Tasty merged in January 2026, and the combined platform is targeting mid-market and enterprise customers. If you need a free ongoing plan, VWO is no longer an option. Mida's Sandbox plan remains free indefinitely up to 100,000 MTU.
Yes for the core use cases: A/B tests, redirect URL tests, multivariate tests, personalization, visual editing, code editing, and GA4 integration. Mida also adds AI-powered variant generation, SPA support, and no-code live deployment — features Optimize did not have. Mida does not replace Google Optimize 360's enterprise reporting or BigQuery integration.
Most teams complete the migration in under a day. Installing the Mida snippet takes a few minutes. Connecting GA4 takes under five minutes. Recreating experiments takes longer — plan on 30–60 minutes per test depending on complexity. Focus on your highest-traffic active experiments first and use MidaGX to speed up variant recreation.
No. Google Optimize was frequently cited as hurting Core Web Vitals, particularly Largest Contentful Paint (LCP). Mida's script is 15KB compressed and loads in approximately 20ms. We have published a full speed benchmark comparing Mida against VWO, Optimizely, AB Tasty, and other tools. Teams migrating from Optimize typically see no regression in Core Web Vitals after switching to Mida.
Only five platforms offer genuinely free ongoing plans (not just trials) in 2026: Mida (100K MTU/month, visual editor, GA4 integration), GrowthBook (self-hosted, open source, no visual editor on free tier), Omniconvert (traffic-limited free starter), ABlyft (traffic-limited free starter), and Amplitude Experiment (free starter for existing Amplitude users). VWO, Convert.com, Crazy Egg, Optimizely, AB Tasty, and Kameleoon do not have ongoing free plans.
Perfect for marketers who don’t want to rely on developers and prefer to deploy changes themselves. Start testing and optimizing without waiting on Alex, the frontend developer. We don't like him either.
Click, edit, and publish new variants
Drag elements and reposition them around
Supports custom Javascript and CSS editors
Mida's script is at least 10 times smaller than most other A/B testing platforms. It loads instantly without affecting your site performance and SEO ranking.
Script size is ridiculously small at 8kb
You won't feel a thing when it works its magic
Loads instantly (almost... 20ms) on any site
“An innovative easy to use interface not confusing; you don’t supercharge your classroom with have the right tools for teachingneed to explain experiences with it servicing”
Savannah Sarker
Onboarding Enablement Expert
“An innovative easy to use interface not confusing; you don’t supercharge your classroom with have the right tools for teachingneed to explain experiences with it servicing”
Savannah Sarker
Onboarding Enablement Expert
Hoony Youn
We have been testing the Mida product for the past several months and your team has provided great support based on our requests and feedback.
May 9, 2026
Daniel G.
Exceptional A/B testing software. Highly recommend
Exceptional. Best tool available and affordable pricing. There is not a single thing I can fault. It's been game changing for our CRO and marketing operations generally.
Dec 22, 2025
Dom C.
Great tool, outstanding support.
I am writing this review because Mida has stood out as one of the best customer service experiences I have had. In a world where we are pushed to AI chatbots that link to help articles, Mida stands out by offering person-to-person solutions quickly, effectively, and impressively. Not only is the tool one of the best I have used, but when I get stuck, their team is an email away with STRONG support.
Jul 2, 2025
Milica A.
Light and fast A/B testing tool, easy to use - AMAZING support!
Amazing! Really like the team and I love the QA option—if something doesn't display correctly in a test, they'll either make the necessary edits to ensure it runs properly or even send us a video explaining how to fix it ourselves. That level of support is truly above and beyond. Can't stress enough how much I value their support!
Mar 13, 2025
Miro K.
10/10 Simple, Easy and Fast A/B testing tool.
10/10 Simple, Easy and Fast A/B testing tool. + the support is super fast and nice!
Nov 26, 2024
Anthony B.
Perfect replacement to Google Optimize
I have been looking for a replacement to the now defunct Google Optimize for a long time. I found that most alternatives were too pricey, or bloated with features I have no use for. Mida.so is brilliant at A/B testing websites, its simple and intuitive to get going with. The speed once the code is plugged in is blistering. And the reports it gives you are easy to understand. If you are looking for an alternative to Google Optimize, your search is over.
Oct 14, 2024
Hardik D.
Only Product that let’s you A/B test your website with Ease
My overall experience with Mida is overwhelmingly positive. It lets us A/B test our websites' copy and a whole bunch of other things without slowing down the website.
Oct 5, 2024
Ash S.
Good Starter for A/B Testing
The simplicity of the platform is on-point. The No-BS design really takes the complexity out of A/B testing
Sep 10, 2024
Jordan S.
My New Favorite A/B Testing Platform
My experience with Mida has been great! The platform is lightweight, integrates seamlessly with GA4, and has given me insights I wouldnt have had otherwise. I liked Mida's intuitive visual editor. It made setting up A/B tests incredibly easy, and allowed me to experiment without developer assistance.
Aug 27, 2024
Dean P
@thedeancorp
Really quite simple to use and didn't affect my site speed. I tried the free account for a while, then bought into it because it worked so well.
Aug 26, 2024
Tomas C.
The Best A/B Testing Tool
After Google Optimize was sunset, we tried VWO, AB Tasty, PostHog, and Plerdy, but none fully met our needs—they were either too complex, too costly, or lacked key features. Mida is different. It's easy to use, quick to set up, and provides all the reporting we need for fast decision-making. We’ve had no issues with it.
Aug 18, 2024
Verified Reviewer
A great GDPR-friendly option
Mida allows you to A/B test without pre-loading cookies and using expensive, server-side options. This was the biggest sell for us when we discovered Mida when they were exhibiting at a trade show. It's easy to set up, and works around cookies without invalidating experiments.
Jul 17, 2024
Jack A.
Great tool! Very nice.
It's been excellent so far, nice UI and code customization options.
Jun 18, 2024
Thaymisan C.
Easy to use!
The ease of use, how the user experience feels very natural and intuitive. The visual editor is the best part of Mida! Makes everything easy. Mida has been a great surprise for us!
Jun 12, 2024
Daniel M.
Easy to set up, easy to use
The ease of implementation is a crucial factor in the adoption of any AB testing tool. Mida's standout feature is its seamless integration with GTM, bypassing the need for complex CMS integrations. This not only simplifies the process but also democratizes the ability to configure tests, making it accessible to various team members regardless of their technical expertise. Furthermore, the lightweight nature of the Mida Script is commendable.
Jun 11, 2024
Elizabeth R.
Great Google Optimize Alternative
Was looking for a Google Optimize replacement with WYSIWYG editor for A/B tests, Mida has exceeded my expectations so far! Was so hard to find the product, only found on my 3rd pass of searching for alternatives
May 21, 2024
Harrison C.
A comprehensive A/B testing platform with 5 star support
We've set up a handful of A/B tests so far- the script runs smoothly without any flicker on our site. I also really like the visual editor and the reporting interface.
May 21, 2024
Conor D.
Great Product - Easy to Use
It's easy to set up and use. Friendly UI/UX and has all of the tools and capabilities you would want in an A/B testing platform.
May 20, 2024
Daniel N.
The best Google Optimize replacement
The closest replacement for Google Optimize: - Low cost and easy to implement. - Very quick to load. - Very easy to start testing. - Can use built-in analytics or connect to GA
Apr 22, 2024
Jennifer C.
Best AB testing tool ever
Amazing. Best AB testing tool ever! Super glad I found them - Easy to use - Responsive support team - Easily track conversions and goals Not a lot of cons - every concern was addressed by the support team
Feb 13, 2024
Finn G.
Excellent Google Optimize Alternative
Mida was super easy to setup on our client Shopify sites, and within no time at all we had tests up and running to validate the setup with data flowing through. The hypothesis creation is helpful for internally tracking experimentation and it was fairly straightforward to implement additional custom events such as Add to cart. Plus the super lightweight script means very fast test load times for the least bias.
Dec 20, 2023
Fra R.
Great option for A/B testing
Mida is a great tool. If you're looking to optimize your page, I highly recommend it. It's far easier to use than our previous tool—you can start your first test within minutes of logging in, saving us valuable time.
Dec 10, 2023
James G.
Trust The Mida Touch!
I have been extremely satisfied with the tool. I was thrilled to discover it and it improved Conversion Rate on the very first landing page I threw at it significantly. It took about an hour to feel extremely comfortable with the tool and I started seeing value as soon as I launched my first experiment.
Dec 13, 2023
“An innovative easy to use interface not confusing; you don’t supercharge your classroom with have the right tools for teachingneed to explain experiences with it servicing”
Savannah Sarker
Onboarding Enablement Expert
“An innovative easy to use interface not confusing; you don’t supercharge your classroom with have the right tools for teachingneed to explain experiences with it servicing”
Savannah Sarker
Onboarding Enablement Expert
Tested users are individuals who visit your website and are included in any of the A/B tests you're conducting. See our visual guide to Monthly Tested Users (MTU).
Mida counts an MTU when a unique visitor interacts with at least one active experiment within a billing month. Each user is counted only once per month, regardless of how many experiments they participate in or how many pages they view. Learn how Mida counts Monthly Tested Users (MTU).
For most teams, 5 projects are more than enough. We typically see customers using 1–2 projects (for example, one for a landing site and one for an app). If you need more than 5 projects, you’re likely managing multiple sites or clients. Reach out to us about our Agency plan, which is better built for that use case.
Mida is designed to have minimal impact on your site speed. Our script is 15KB compressed and typically much smaller and faster than most competitors, keeping your website's performance smooth. You can see a detailed comparison of script and loading times A/B testing tool speed and script size benchmark.
It is in closed beta for now. Contact us through email to get into the beta testing for free.
Mida works with almost all websites that allow the addition of custom HTML codes.
Yes, it works on all website funnels that allow you to inject custom HTML codes to the HEAD section.
Yes, Mida supports cross-domain testing! You can use the same project snippet across different websites or domains. Add the unique project snippet to each site you want to test or track goals within the same project.
No, it's all covered within the Growth plan. Our pricing plan doesn't charge you separately on features, it's purely a usage-based pricing model with all features covered.
Yes. Mida supports flexible agency setups, depending on how you work with your clients and handle billing. Agency portal and multi-client account options in Mida.
Mida is 10X faster than anything you have ever considered. Try it yourself.
Mida.so is a super lightweight A/B testing tool to help you experiment, analyze and implement conversion strategies in minutes.
