DNS - Forrester: Impact of Opt Out Plug-in Likely to Have Little Impact on Google Analytics

A new browser plug-in Google (News - Alert) plans to offer will enable users to opt out of being tracked by Google Analytics, which the search engine offers its advertisers. But, according reports, Forrester Research (News - Alert) says this new option will not have much of a limiting effect on Google Analytics because most folks won’t take the time to use the plug-in.

The advertising tool offers advertisers data such as the number of users frequenting their sites and from where they are coming. However, some privacy advocates are concerned that this impinges on the rights of users. So the plug-in is clearly a way for Google to address those concerns without adversely impacting its own business goals.