With each day that passes, we’re getting closer to seeing a new offering from Google, which they are calling Universal Analytics. This is a progression of Google Analytics and Google Analytics Premium which will allow more seamless tracking of visitors across multiple devices using a single, simpler visitor id (vid) cookie. It will also provide a mechanism for table lookups (already a long-time feature in paid offerings such as Webtrends or SiteCatalyst).

This is all great news for marketers and other analysts going through web traffic data, but what about for individuals? I’m not yet sure how the vid will jump between the various devices used by a single person. This tracking capability may turn into a playground or battleground for those concerned with privacy.