Google Will Let Your Visitors Opt-Out of Being Tracked by Google Analytics

Hey, web merchant! How much do you trust your Google Analytics numbers?

Hopefully, plenty. You tag all your advertising links, and you've invested in enough due-diligence and debugging, so you're confident your data is clean and reliable. That's important, because analytics are how you assess and run your online business.

However, if you use Google Analytics (and the tool now owns a jaw-dropping estimated 80% share of the analytics market), your numbers are about to get less reliable.

That's ...