VWO vs GA4 + native experiments (post-Optimize world)

VWO vs GA4 + native experiments (post-Optimize world)

Google Optimize died in 2023. Affiliates still need cheap testing.

VWO
Pros:
— Full visual editor, server-side options, real stats engine, heatmaps
— Bayesian reporting you can defend to a client
Cons:
— Pricing jumped into 'real SaaS' territory after Optimize's death
— Heavy for a content site that tests a CTA twice a quarter

GA4 + roll-your-own (Firebase/edge bucketing)
Pros:
— Effectively free; you already pay nothing for GA4
— No third-party script bloating the page
Cons:
— GA4's experiment story is weak; you assemble stats yourself
— Easy to misread significance without a real engine

For: VWO if testing is core to your revenue and you want defensible results fast. GA4-DIY if budget is zero and tests are occasional.

Gotcha: Many ex-Optimize users 'replaced' it with a free clone whose JS adds the exact CLS/flicker Optimize was criticized for. Test the tester's speed before you trust its results.

Bottom line: Revenue-critical → VWO. Occasional + broke → GA4-DIY. Don't let the testing tool tank the page you're testing.