Recent changes to Google analytics, makes this tool even better for measuring, tracking and providing reports on your web site performance.  At the recent Atlantic Canada Internet Marketing conference in Halifax, Yahoo 2006 Travel survey results indicate 90% of travellers now plan, research and book on-line.  Alicia Whalen, A Couple of Chicks E-Marketing, states the web is the most measureable marketing medium. The Google analytics tool can provide reports that allows you to measure the performance of your e-marketing and traditional marketing programs.  Once you have review the reports and analyze the data, it is important to take the next steps, and make the necessary changes to your web site.