Google Plug-In Blocks Analytics Data Collection

Now you can opt out of providing info to Google Analytics.

Google has launched a plug-in that will block the user's browser from sending personal information to the Google Analytics service. The company claims that the new tool will provide web surfers another option in how their data is collected on the Internet.

Typically Google Analytics collects the habits of web site visitors, tracking the number of times visited, the search terms used to find the sites, and even the user's IP addresses. This is achieved by incorporating Google's Analytics JavaScript into website code. Analytics can help identify trends, identify the hardware and software used to connect to the websites, and even monitor ad campaigns.

However the new tool may be in response to recent negative feedback provided by foreign companies in regards to the amount of data Google collects on millions of Internet surfers. "The add-on communicates with the Google Analytics JavaScript (ga.js) to indicate that information about the website visit should not be sent to Google Analytics," the company said. "If you want to opt out, download and install the add-on for your current web browser."

Unfortunately, Google's new browser plug-in can't block IP addresses--websites acquire this information with or without Analytics installed on-site. It also doesn't block Google-based cookies such as DoubleClick, a service that tracks surfer habits and displays ads according to their tastes.

The Google Analytics Opt-out Browser Add-on is available for Internet Explorer (versions 7 and 8), Google Chrome (4.x and higher), and Mozilla Firefox (3.5 and higher).