The main upside to this is that it comes integrated with Adwords. So you dont need to import ad campaign data, for instance. It'll give google the edge now that there's going to be some competition from yahoo and msn. They needed to do something like this, because if you think about it, Google is profitable today only because of it's advertising platform. Remove that, and you'll start seeing Paypal donation buttons on their site :lol:
hmmm... another nice thing is that even if you dont have an adwords account you can use this service for up to 5 million page views per month as the cumulative figure for all the websites that you track per account.
If you want more, just pay some $5 (just once), sign up for adwords, and you get unlimited use. Cool !