Google Analytics can be used to measure the strength of changes made on a website, and is a great tool for optimisation purposes.

Google Analytics makes it possible to monitor visitor behavior on the website, such as:

• Which pages are the most visited (and least).
• How customers exit the website.
• Where do customers enter the website?
• Number of visitors and how many are regulars
• What routes are the visitors following on your websites?
• And more…

Measurement of Adwords

Google Analytics allows you to measure the effectiveness of your campaigns.

This allows you to measure:

• The impact of the various campaigns - against each other and in relation to different types of visitors.
• Which campaigns work best - compared with key goals.
• The behaviour of the "campaign visitors" in relation to other visitors
• What does it cost to acquire new members or customers through a campaign?
• And more…

With this information, it is much easier to focus on the optimisation of your website - and to document the impact.