In July 2005, Discount Tire began selling tires and wheels online. Google Analytics was pivotal in enabling marketing staff to track and measure results of the new initiative. For instance, Google Analytics helped the team measure the effectiveness of site design in driving sales conversions. Google Analytics pinpointed the most successful language for the checkout button. "Purchase and make a reservation" resulted in a huge drop in sales, but a change to "check out and make a reservation" resulted in an increase in online sales of 14 percent in a single week.