Wow – didn’t see that one coming!

Google have announced today that they’re planning a browser opt-out for users to block being tracked by Google Analytics. Unfortunately they didn’t really give much away, such as how they’re going to promote this, so it’s difficult to see what impact this may have on statistics.

If the opt out becomes widespread it will definitely harm the value of implementing Analytics.   Maybe log based analytics will become more prominent?

Here’s the announcement from Google.