The best excuse for not analyzing your website just went away.

Google’s Urchin division is about to offer their services for free: Google Analytics.

As we’ve discussed a million times before, if it’s possible to test and measure successfully in a medium, it’s inevitable that people will test and measure. And when your competition tests and measures, they’re going to evolve faster than you do.

Yikes.

(PS I couldn’t help but notice that Urchin uses Squidoo orange on their site.)