Google Analytics

I was looking at Google Analytics the other day, and I saw that there is a host of demographic data that is now accessible. But it doesn't come automatically. You have to consciously change your tracking code.

While this sounds a little excessive (given that Google could just simply update the tracking code file), there is a valid reason for this extra step. Google is clear that "when you make this update to your tracking code, you also need to update your privacy policy."

I know I'm looking forward to playing with this new treasure trove of data.