Google has recently introduced something new for its users, known as the Benchmarking service, in Google Analytics. I'm definitely not sure if this is their current focus, as they have been coming up with something new in Google Analytics, such as the new Analytics tracking code. Back to Benchmarking service, this product requires Analytics users to Accept certain terms and conditions prior usage.

(click here to see screenshot below...)

As you can see for the image (click to enlarge) above, users have to agree to the terms for Google to use data obtained from Google Analytics in order to share with other services.

There are two main things that you can share your sites' Google Analytics data with; firstly, only with Google products where no third party is involved. These products include, but not limited to, Google AdWords and Google AdSense. As this is only within Google products, only Google-related services will be able to access to your Analytics data.

The second option is allowing users to share anonoymously with third parties, as well as with Google products. This is the option where Benchmarking comes in. According to Google, the company will remove all identifiable information regarding your sites and combine your sites' data with other anonymous sites to generate benchmarking reports. With this option, it also gives Google permission to use the data in an anonymous form to research on improving products and services.

Where there are pros and cons to accepting this agreement, I strongly believe it is more useful for personal website owners than large enterprises, where confidentiality and privacy is a major concern.

Apart from that, webmasters are likely to benefit from sharing these information and help them improve their own sites too.

The option to accept is clearly visible once user sign on to Google Analytics.