Google Analytics has been the default choice for website analytics for over 15 years. But with GDPR enforcement, rising privacy concerns, and the complexity of GA4, many website owners are looking for alternatives. Here are 5 privacy-first analytics tools I recommend in 2026.
Why Look Beyond Google Analytics?
Before diving into alternatives, let’s address the elephant in the room: why would anyone leave Google Analytics?
After 10+ years working with GA, I’ve seen the shift firsthand. Here’s what’s driving it:
- Privacy regulations — GA4 has been declared illegal in several EU countries
- Complexity — GA4’s learning curve is steep, even for experienced analysts
- Data sampling — Free GA4 samples data on high-traffic sites
- Cookie consent — Many users decline tracking, skewing your data
- Data ownership — Your data lives on Google’s servers, not yours
The good news? There’s a growing ecosystem of privacy-first analytics tools that solve these problems while giving you the insights you actually need.
1. Plausible Analytics
Best for: Bloggers, content sites, and businesses wanting simple, actionable metrics.
Plausible is my go-to recommendation for most websites. It’s lightweight (under 1KB script), privacy-focused, and refreshingly simple.
What I Like
- Clean, single-page dashboard — no endless clicking through reports
- No cookies required — works without consent banners
- Open source — you can self-host or use their cloud
- EU-owned and hosted — fully GDPR compliant
- Goal tracking and custom events included
What to Consider
- No user-level tracking (by design)
- Limited segmentation compared to GA4
- Starts at $9/month for 10K pageviews
Verdict: If you want 80% of the insights with 20% of the complexity, Plausible is hard to beat.
2. Simple Analytics
Best for: Privacy-conscious businesses and EU-based companies.
Simple Analytics takes privacy seriously — perhaps more than any other tool on this list. They don’t just avoid cookies; they avoid collecting any personal data at all.
What I Like
- Truly cookieless — no fingerprinting either
- AI-powered insights to explain traffic changes
- Tweet and blog post tracking built-in
- Public dashboards option for transparency
- Mini websites feature for link-in-bio pages
What to Consider
- Higher price point ($19/month starter)
- Fewer integrations than competitors
- No self-hosting option
Verdict: If privacy is your top priority and you want a company that aligns with those values, Simple Analytics delivers.
3. Fathom Analytics
Best for: Agencies, SaaS companies, and anyone needing multiple site tracking.
Fathom has been around since 2018 and has built a reputation for reliability and performance. Their infrastructure is battle-tested and handles high-traffic sites with ease.
What I Like
- Unlimited sites on all plans
- Uptime monitoring included
- EU isolation option for compliance
- Excellent API for custom integrations
- Email reports and Slack notifications
What to Consider
- Starts at $15/month for 100K pageviews
- Dashboard is simple (by design, but some want more)
- No self-hosting option
Verdict: Fathom is the most polished option. If you’re managing multiple client sites or need rock-solid reliability, it’s worth the investment.
4. Umami
Best for: Developers and self-hosters who want full control.
Umami is the open-source darling of the privacy analytics world. It’s completely free to self-host, and the cloud version is competitively priced.
What I Like
- 100% free and open source
- Self-host on your own infrastructure
- Modern, clean interface
- Real-time data
- Custom events and goals
- Team collaboration features
What to Consider
- Self-hosting requires technical knowledge
- You’re responsible for updates and security
- Cloud version is newer, fewer features than competitors
Verdict: If you’re comfortable with Docker and want zero recurring costs, Umami is the best self-hosted option available.
5. Rybbit
Best for: Teams wanting modern analytics with privacy built-in.
Rybbit is a newer player in the space, but it’s quickly gaining attention for its modern approach to analytics. It combines privacy-first principles with features that power users actually want.
What I Like
- Modern, intuitive dashboard
- Privacy-focused without sacrificing insights
- Fast and lightweight script
- Growing feature set with regular updates
- Competitive pricing
What to Consider
- Newer platform — less established track record
- Smaller community than alternatives
- Some advanced features still in development
Verdict: Rybbit is one to watch. If you like supporting newer tools and want something fresh, give it a try.
Comparison Table
Which One Should You Choose?
Here’s my quick decision framework:
- Want the easiest transition from GA? → Start with Plausible
- Privacy is non-negotiable? → Simple Analytics
- Managing multiple sites? → Fathom
- Developer who loves self-hosting? → Umami
- Want something modern and fresh? → Rybbit
The best part? Most of these offer free trials. Test them with your actual traffic before committing.
Making the Switch
Migrating from Google Analytics doesn’t have to be painful. Here’s my recommended approach:
- Run both in parallel — Add your new tool alongside GA4 for 2-4 weeks
- Compare the numbers — They won’t match exactly (that’s normal), but trends should align
- Train your team — Show stakeholders the new dashboard
- Set up goals — Recreate your most important conversions
- Remove GA4 — Once you’re confident, remove the GA script
Final Thoughts
The analytics landscape has changed dramatically. You no longer have to choose between powerful insights and user privacy — these tools prove you can have both.
I’ve personally moved all my projects to privacy-first analytics, and I haven’t looked back. The data is cleaner (no bot traffic, no skewed consent rates), the dashboards are faster, and I sleep better knowing I’m respecting my visitors.
Have questions about switching? Get in touch — I’m happy to help.
