Just goes to show that fraud doesn't pay. If you're ever told to do something fraudulent as a programmer, it's your ethical duty to refuse. It might have consequences, but those consequences are less damaging than the alternative.

I was recently dealing with a company on a contract where I was tasked with cleaning up their analytics tags and implementing some new ones. I noticed one of their sites had multiple google analytics tags, meaning it was double counting, so I removed one thinking I fixed it, which I did, but apparently not in their eyes.

A month or so later i get an email saying that something was wrong with one of their sites and that traffic had plummeted. I explained the situation; that they were double counting page views before. They told me to put one it back saying "I know this might be unethical, but" I refused and the subject was dropped. I continued doing work for them thinking my invoice would be paid, but they apparently had other plans, so I fired them as a client.

EDIT: I'm not very aware of the space, but I assumed that the worst case scenario is that they were selling ad space to companies directly using their google analytics numbers and using double counted numbers would be fraudulent behavior.