I've mentioned before that there are problems with Google Analytics (GA) and described some of its faults.

Now there's another reason to go elsewhere for your website statistics.

Google Analytics is going to start sending your website visitors to competitors.

Why and how? Any site that uses GA for tracking is also providing Google information it can use to identify the interests of individual browsers and to show them ads in their interest areas.

As this article points out (disclaimer: Hitslink is a competitor of GA), there's a reason why GA is free. Google's income comes from the ads it sells.

You've heard the expression TANSTAAFL? There Ain't No Such Thing As A Free Lunch (courtesy Robert A. Heinlein)? Think about it.