GrowthBook vs Optimizely: Which Should You Choose in 2026?
Choosing between GrowthBook and Optimizely comes down to understanding what each tool does best. This comparison breaks down the key differences so you can make an informed decision based on your specific needs, not marketing claims.
By Toolradar Team · Last updated February 28, 2026 · Methodology
Short on time? Here's the quick answer
We've tested both tools. Here's who should pick what:
GrowthBook
Open-source feature flags and A/B testing
Best for you if:
- • You want to try before committing
- • You need product analytics features specifically
- • Open-source feature flags
- • Self-host for full control
Optimizely
Digital experience optimization platform
Best for you if:
- • You want the higher-rated option (8.8/10 vs 8.2/10)
- • You need web analytics features specifically
- • A/B testing platform for teams
- • Feature flags control rollouts
| At a Glance |  GrowthBook |  Optimizely |
|---|---|---|
Price | Free + Paid | Paid |
Best For | Product Analytics | Web Analytics |
Rating | 82/100 | 88/100 |
| Feature | GrowthBook | Optimizely |
|---|---|---|
| Pricing Model | Freemium | Paid |
| Editorial Score | 82 | 88 |
| Community Rating | No ratings yet | No ratings yet |
| Total Reviews | 0 | 0 |
| Community Upvotes | 0 | 0 |
| Categories | Product AnalyticsA/B Testing | Web AnalyticsA/B Testing |
How GrowthBook and Optimizely Compare
GrowthBook
Open-source feature flags and A/B testing
Free tier available · 82/100 score
Optimizely
Digital experience optimization platform
Paid · 88/100 score
GrowthBook is a product analytics tool. Optimizely is in web analytics.
Who Should Use What?
On a budget?
GrowthBook has a free tier. Optimizely is paid only.
Go with: GrowthBook
Want the highest-rated option?
GrowthBook: 82/100. Optimizely: 88/100.
Go with: Optimizely
Value user reviews?
Neither has user reviews yet.
Go with: Optimizely
3 Questions to Help You Decide
What's your budget?
GrowthBook is freemium. Optimizely is paid. GrowthBook lets you start free.
What's your use case?
GrowthBook is a product analytics tool. Optimizely is in web analytics. Pick the category that matches your needs.
How important are ratings?
Optimizely scores higher: 88/100 vs 82/100.
Key Takeaways
Optimizely
- Higher score: 88/100 vs 82
- Our pick for this comparison
GrowthBook
- Has a free tier
- Better fit for product analytics
The Bottom Line
Optimizely (88/100) is our pick. GrowthBook has a free tier if you want to test without paying.
Frequently Asked Questions
Is GrowthBook or Optimizely better?
Optimizely scores 88/100 in our evaluation. GrowthBook is freemium and Optimizely is paid.
What are GrowthBook and Optimizely used for?
GrowthBook: Open-source feature flags and A/B testing. Optimizely: Digital experience optimization platform.
What does GrowthBook cost vs Optimizely?
GrowthBook is freemium (free tier + paid plans). Optimizely is a paid tool. Visit their websites for detailed pricing.