etracker
Germany
EU
etracker is a web analytics provider from Hamburg, Germany, active since 2000. In December 2025 it became part of JustRelate Group, a Berlin software company, and continues to be sold as a...
European Alternatives to Google Analytics
Piwik PRO
Poland
EU
Piwik PRO is an analytics and data platform with its headquarters in Wrocław, Poland (Piwik PRO SA). The company was founded in 2013. In November 2023 it was acquired by Cookie Information,...
Plausible Analytics
Estonia
EU
Open Source
Self-Hostable
Plausible Analytics is a web analytics tool from Plausible Insights OÜ in Tartu, Estonia. Uku Täht started it in December 2018 as a simple alternative to Google Analytics, and the company describes...
Simple Analytics
Netherlands
EU
Simple Analytics is a web analytics service from Simple Analytics B.V. in Amsterdam, the Netherlands. Adriaan van Rossum launched it in September 2018 as a one-person project. Today a team of three...
Non-European but Open Source
The Open Source category highlights projects that, while originally developed in countries outside of Europe, allow anyone from around the world to contribute. These projects are not bound by geographic location—anyone, regardless of where they are based, can review, modify, and improve the code. The key factor is that the source code is available for anyone to examine, ensuring that the product can be independently verified and trusted, regardless of its origin. By featuring open-source projects, we promote transparency, collaboration, and innovation on a global scale.
Matomo
New Zealand
Open Source
Self-Hostable
Matomo is an open-source web analytics platform developed by InnoCraft Limited, a company registered in Wellington, New Zealand. The project began in 2007 under the name Piwik, founded by Matthieu Aubry from...
Umami
USA
Open Source
Self-Hostable
Umami is an open-source web and product analytics tool from Umami Software, Inc., a company registered in Delaware, United States. Mike Cao started the project in 2020 as a simple, privacy-focused alternative...
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Submit SuggestionEuropean alternatives to Google Analytics include Plausible Analytics (Estonia), Simple Analytics (Netherlands), Piwik PRO (Poland) and etracker (Germany), plus the open-source tools Matomo and Umami, which can be self-hosted. Google Analytics is the web analytics service of Google LLC in the United States. Its current version, Google Analytics 4, is free of charge for standard use. This page explains why site owners look at a Google Analytics alternative and what to compare. The category page for web analytics tools lists all six products.
Why people switch
- Cookies and consent. According to Google, the GA4 tag uses first-party cookies, and the _ga cookie expires after two years by default. German data protection authorities generally expect consent for this kind of reach measurement, so many sites load Google Analytics only after a banner choice.
- Missing data. When visitors decline, GA4 can fill the gaps with behavioural modelling in consent mode. Google describes this itself, and modelled values are estimates.
- Data transfers to the USA. Around 2022, data protection authorities in Austria and France objected to such transfers. Since the EU-US Data Privacy Framework of 2023, transfers to certified US companies are possible, and the EU General Court dismissed a challenge to it in September 2025. Some operators still prefer not to depend on this framework.
- Complexity. GA4 uses an event-based model with explorations and custom reports. For a small site, that is often more than needed. Standard accounts also keep event-level data for 14 months at most.
Simple counting or full analysis
Plausible Analytics, Simple Analytics and Umami show the essentials on one screen: visitors, sources, pages and goals. Matomo, Piwik PRO and etracker go further, with segments, funnels, shop reports, tag management or consent tools. None of them replicates Google's advertising integrations one to one.
Cloud or self-hosting
Plausible, Matomo and Umami can run on one's own server, so the data stays there, but updates and backups become the operator's job. Simple Analytics, etracker and Piwik PRO are cloud services. The two non-European companies in this list, Matomo (New Zealand) and Umami (USA), are included because self-hosting removes the question of where the vendor sits.
What to check when switching
- Decide which numbers are really used, and define goals and events in the new tool.
- Check whether Plausible or Matomo can import past Google Analytics data, since history does not transfer automatically.
- Run both tools side by side for a few weeks, because counting methods differ.
- Remove the Google tag, update the privacy policy and review the consent setup with a data protection officer. Vendor statements about cookie-free operation are no legal advice.