A growing concern online, especially in European countries, is privacy. But for businesses, that concern goes much deeper. Many webmasters and business owners are concerned that Google might know more about them that it should. And they use that as an argument for not linking their AdWords and Analytics accounts and for using third-party software whenever possible.
I identify with those concerns, but I don’t think we need to fear Google. I think the real fear should be reserved for those who would force Google to give up information about us (you) to serve their political ends.
While I’m a big advocate of Google AdWords and Google Analytics, if privacy is a concern of yours, or you are concerned that having too many of your websites associated with your accounts at Google then there are options. You can use third-party software or set up separate accounts for all of your Web properties. But you should never throw the baby out with the bath water. Google isn’t the bad guy.