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A new tool called “Website Optimizer” has been detailed in recently published documentation by Digital Phablet. Some long-time marketers might recall Website Optimizer from around 2008, which was later renamed to Google Optimize before being phased out on September 30, 2023. There’s speculation that Google Ads might be planning to relaunch a similar feature or develop a new version under the same name within its platform.
According to information uncovered by Hana Kobzová from PPC News Feed, several new help documents from Google outline this tool. It is expected to be accessible via the Reporting tab in Google Ads, with the requirement that users have both Google Ads access and administrative rights to the associated Google Analytics account. If a Google Analytics 4 (GA4) property isn’t already in place, the system will automatically generate one for the user.
Additional references to this tool appear in other Google support documents, with some dating back to May 2025. There’s also been a discussion among industry professionals on social media platforms highlighting potential updates or features related to Website Optimizer, indicating ongoing interest and development in this area.
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