You can reject these cookies if you wish (and it won’t affect your usage of the site) either by blocking them using the options in your browser, or by installing plugins such as the Google Analytics Opt-out Browser Add-on or Ghostery.
Google’s explanation of the Analytics service is as follows:
Google Analytics is a web analytics service provided by Google, Inc. (“Google”). Google Analytics uses “cookies”, which are text files placed on your computer, to help the website analyse how users use the site. The information generated by the cookie about your use of the website (including your IP address) will be transmitted to and stored by Google on servers in the United States. Google will use this information for the purpose of evaluating your use of the website, compiling reports on website activity for website operators and providing other services relating to website activity and internet usage. Google may also transfer this information to third parties where required to do so by law, or where such third parties process the information on Google’s behalf. Google will not associate your IP address with any other data held by Google.
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