Last week on the Google Analytics blog they announced that in the coming weeks internet users where to be provided with a new plug-in. One which will allow users to opt out of providing information to Analytics on the websites they visit.
In what seems like a slightly bizarre turn for the providers of the Analytics service, they will be providing users with a globally available tool to allow them to deny businesses to track their browsing of their site. Analytics has long been regarded as one of the most useful free tools available to webmasters and internet businesses in gaining a consensus of their sites use.
It provides one of the most comprehensive insights into how users interact with their site and can be critical to making site improvements and marketing effectively. However the effectiveness of this tool looks to be severally dampened by the introduction of the new plug-in. Analytics results will become less reliable and as a result will be less useful to businesses. So why now have Google decided to make this change?
One thing that rings clear is that Google are trying to portray an image of honesty and fairness when dealing with user information. This could well be a reproach for the fiasco that came from the launch of Buzz and web history which were turned on by default. The resultant backlash from those could well be the trigger for Google’s move to offer more control of your personal details.
The fact is that this service will remain optional and many won’t use it or simply won’t be aware of it. However, it’s no small issue for Analytics as while it may not make much of a dent to their results, it most certainly will to their reliability.
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