Some quick thoughts from me about this:
a) Every modern developer wants to track its users' behavior so they can find where their game design went "wrong" - no individual data is needed, just individual anonymous user data is needed (e.g. to generate "paths" taken through an application and identify most common paths or common paths for users that stopped playing shortly after)
b) Not every developer denotes this fact in their EULA, TOS or anywhere, they just do it (no F2P game works without analytics)
c) Some developers use custom-built systems for this, but the smaller the company, the more probable it is that they use a third party tool
d) Kontagent for mobile and Gameanalytics for pc/console games are very well known analytics companies that "record" every user action in games (developers pay per action pushed into their databases
e) The usage of Google Analytics for this purpose is quite new and very attractive for small companies that don't want to spend a lot of money on their analytics solution - the API is very robust and easy to implement
And here's where I understand why some people are upset:
- Why are players not asked, directly, whether or not they want to allow tracking? Just ask "We use google analytics to make our game better - do you want to send us that anonymous information?" - do not hide it somewhere in EULAs which could give people wrong ideas about what is actually happening.
- Why use Google? Sure it's cheap, but being able to cross-reference analytics data is a huge (!) sales pitch for paid analytics services. Some analytics providers have a "free" tier, where you can only work on your own data - pay a monthly fee and now you can see which other games your users have played. I'm not saying Google Analytics allows this (haven't worked with it directly) but I know third party tools for mobile products which allow just that.
Personally I'm not worried by this and I don't mind the usage of Google Analytics, but they could've been more upfront about it and could've given players an "Enable Telemetrics (uses Google Analytics)" checkbox in the options. It's nothing to be shy about, just be open about these things.