How to measure a site change before and after
The Measurement Crew records a page's baseline before a change ships, then compares the same metrics after, and marks the result not measured until data arrives.
Measurement Crew
When you need this
Pages get rewritten or redesigned and nobody can say afterwards whether the change helped.
How the crew does it
Record the baseline
Measurement Crew
Before the change ships, Echo records the page's traffic, conversions and search metrics for a set window.
Approve the change
You
The Website or Content Crew stages the change, and you approve it before it goes live.
Wait for the after window
Measurement Crew
The change is marked not measured yet until the after window has data from connected tools.
Compare and record
Measurement Crew
The same metrics are compared across both windows, with other changes in the period noted, and the result is added to the evidence record.
Decide keep, adjust or revert
You
You decide what happens next. Any revert or follow-up change goes through the owning crew's approval.
What waits for you
The site change itself, and any keep, adjust or revert decision after the comparison.
Connect
google_analytics, search_console, Website access
Measured by
The page's traffic, conversions and search metrics in the after window against its own baseline.
Limits
A before and after comparison is not a controlled test; other changes in the period are noted, not removed. The crew does not ship or revert changes.