More choices regarding privacy and Google Analytics
Google Analytics Opt-out Browser Add-on
To provide more freedom of choice to Internet users regarding the collection of data by Google Analytics Google released the Google Analytics Opt-out Browser Add-on. This Add-on provides users with the ability to stop websites using Google Analytics tracking from collection data about their visit to the website.
The Add-on stops data (regarding your website visit) from being sent when you visit websites that use Google Analytics Javascript (ga.js) to track usage.
This Add-on (extension / plug-in) is available for Internet Explorer (version 7 and 8), Firefox (from 3.5 and higher) and Google’s own Chrome browser (4.x and higher).
The Add-on van be downloaded here: tools.google.com/dlpage/gaoptout
Geographic reporting and anonymize IP address
To provide an insight in the geographic location of visitors (e.g. map overlay report within GA) Google Analytics uses the IP address of visitors.
Although this information could be useful (within the Netherlands it isn’t accurate due to the way the IP address distribution has been set up over here), Google provides Webmasters with a new tool to stop Google Analytics tracking scripts sending real/full visitor IP adresses to the Google servers.
With the function _gat._anonymizeIp(); webmasters are able to change te ga.js slightly so that the last octet of the visitor IP address won’t be send to Google. As a result of removing the last octet of the visitor IP address Google won’t be able to pin point any individual user by IP address, hench providing an addition to privatizing data of the visitors.
Removing the last octet of the visitor IP before sending the information to Google Analytics comes at a price though, it could make the act of determining the location of a visitor less accurate.
Please refer to the Google Analytics Tracking Reference to read more about the _gat.anonymizeIp();
What do the points mentioned above mean for websites using Google Analytics?
Personally I doubt many people would use the browser Add-on. Installing a plug-in or extension just to stop website using Google Analytics from tracking you as a visitor isn’t something I see many regular computer users do.
Although in some areas and specific niche markets this could well pose a problem. If you feel your in such market, check the Google Analytics stats regularly for a week or two and compare the trends to for instance Google trends or raw server logs.
Feel free to get in touch if you have any doubts regarding your Google Analytics data.
You could question if the Google Analytics Opt-out Browser Add-on is only window dressing.. But in my opinion this isn’t the case either, Google (and therefore Google Analytics) is moving forward which means more (and more reliable) methods for tracking and collecting data. Providing regular website visitors with an option to opt-out on Google Analytics tracking provides an additional layer for users to keep their Internet uses private, which is a good thing if you ask me.
The IP address anonymization is a whole other ball game for Google and website owners. In some countries the collection of IP addresses by third party vendors of Web Analytics solutions is restricted by law. By allowing webmasters to send anonymize IP addresses could well mean using Google Analytics isn’t restricted by law anymore. Although I’m not a lawyer (and certainly not on top of international or country specific privacy laws) but it could be a smart step by Google.
