Google promised wary Web surfers the upcoming option to opt-out of Google Analytics tracking back in March, and now it's finally here. In light of recent privacy issues with other Web giants like Facebook, Google's timing with this release is impeccable, but, is it worth it?
Choice and Transparency for All
Enabling the add-on would essentially only keep one wing of Google's kingdom from recording a small part of your information.
Google is simultaneously releasing a new functionality for website owners, should they decide to grant visitors an additional level of privacy--IP address anonymization. Enacting this option, of course, would mean saying goodbye to a heap of geographical data, which in turn would lead to reduced accuracy of location-based information in analytics reports.
Who Really Cares?
If this tool catches on, it'll obviously mean a hurdle for marketers. 'If' being the key word.
While privacy fanatics like Moxie Marlinspike will probably appreciate the tool, Richardson recently told the Los Angeles Times that only one in 15 visitors to the Ad Preferences site decide to opt out, while four edit their personal information and 10 do nothing at all.
If you're the one out of 10, you can get the opt-out tool here.