Google have simplified the account management interface for Google Analytics. Previously when adding a user into the system, you needed to provide:
- an email address of a a valid Google Account
- first name
- access level (administrator/reporting)
It appears that you no longer need to provide the first name and surname information. Interestingly though, they have not been marked optional fields, they have been completely removed from the interface.
To my knowledge, the first name and surname information isn’t visible anywhere within Google Analytics (please correct me if I’ve just missed it). If it isn’t displayed or is in limited use, it’s possible Google realised that they were increasing the barrier of entry for no tangible benefit or that they were duplicating information already available within a Google Account.