Google Analytics have become an almost ever-present part of the contemporary Internet. Large, small, and medium-sized sites alike track their website visitors using Google’s free tools to identify where visitors are coming from, what they’re looking at (and for how long), where they subsequently navigate to, what keywords bring people to websites, and whether internal metrics are in line with advertising campaign goals. As of 2010, roughly 52% of all websites used Google’s analytics system, and it accounted for 81.4% of the traffic analysis tools market. As of this writing, Google’s system is used by roughly 58% of the top 10,000 websites, 57% of the top 100,000 websites, and 41.5% of the top million sites. In short, Google is providing analytics services to a considerable number of the world’s most commonly frequented websites.
In this short post I want to discuss the terms of using Google analytics. Based on conversations I’ve had over the past several months, it seems like many of the medium and small business owners are unaware of the conditions that Google places on using their tool. Further, independent bloggers are using analytics engines – either intentionally or by the default of their website host/creator – and are ignorant of what they must do to legitimately use them. After outlining the brief bits of legalese that are required by Google – and suggesting what Google should do to ensure terms of service compliance – I’ll suggest a business model/addition that could simultaneously assist in privacy compliance while netting an enterprising company/individual a few extra dollars in revenue.