Google is working on a browser plug-in to let users opt out of being tracked by Google Analytics, a move that could mollify privacy watchdogs concerned about the company's ravenous appetite for collecting data about users.
Google Analytics is the search engine's suite of business intelligence software to help advertisers determine whether their AdWords and AdSense campaigns are effective.
The Analytics suite tracks Website traffic, telling site publishers how many users are visiting their site and from where. This information helps advertisers make their ads more relevant for users who visit their Websites.
However, one of the knocks on the suite has been that it also threatens users' privacy because it tracks them, not by personally identifiable information, but by their browser cookies and IP addresses tethered to their personal computers.
For more: Google Analytics Is Preparing Plug-in to Protect User Privacy - Search Engines from eWeek
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