Use Google Optimize for personalization

Business Benefits

Begin your personalization journey by testing the impact of elements based on past browsing behavior data with no traffic limitations.


Talk to your team about the factors that make a difference to people interested in your product or service.

For example, if you’re offering mobile apps, your customers might struggle with differentiating between links to multiple app stores.

Choose a single factor to use in personalizing your content and brainstorm ways to implement meaningful personalization.

For example, if you are a local business serving different areas, consider localizing the experience based on the visitor’s location. The same applies if you’re serving different international markets -show visitors content based on their location and language.

Determine what data you’ll need and which tool you can use to get it.

Depending on the type of data you need, you might be able to retrieve it directly from Google Analytics or require a third-party solution.

For example, if you had an ecommerce store, and you want to personalize your offerings based on a visitor’s location, you need to identify a user’s location based on their IP address. You can’t access this directly from Google Analytics; you need a third-party API like IP Geolocation.

Set up the elements that you’ll need to personalize on your website.

For example, a company is showcasing its past clients as a form of social proof and wants to showcase local expertise by replacing “Trusted by more than 50 companies of all sizes” with “Trusted by more than 50 companies in {Visitor’s Country} and the rest of the world.” It would need to wrap the variable text in a tag and give it a unique ID.

Trusted by more than 50 companies of all sizes.

Open Google Optimize, click on Create Experience, define a name, choose a page that contains the content you’d like to change, and select Personalization as the type.

Click on Create Site Changes, select the element you want to change, and apply the changes.

In the previous example, the company would add JavaScript to replace its span element with personalized text:

// Get the visitor's country from your dataLayer
var country = window.google_tag_manager['YOUR-TAG-MANAGER-CONTAINER-ID'].dataLayer.get('geoData.country_name');

// Create a text node, including the country and the text around it.
var personalizedContent = 'in ' + country + ' and the rest of the world';

// Use the newly created element and replace the text in the span
document.getElementById('trusted-by-country').textContent=personalizedContent;