Eleven tools that replace Google Analytics, grouped by what they are good for.
Google Analytics is free and legal. You pay for it in another currency: a cookie banner your visitor has to click through, and data on Google's servers. Anyone who wants the banner gone starts looking for a tool that needs no consent.
This is not a ranking. Datrika is one of the tools on the list and we wrote the list, so putting ourselves first would mean nothing. Each entry says where that tool is weaker.
Prices on the cards are for 100,000 requests a month. What fills that counter differs from tool to tool: we and Plausible count events, Fathom pageviews, Matomo hits, Piwik PRO actions, Trackless visits.
The question people ask first, what to replace Google Analytics itself with, gets its own page: Google Analytics alternative with no cookie banner. The tool closest to GA4 feature for feature has one too: Matomo alternative. The tool we get compared to most often has one as well: Plausible alternative. The German tool that measures the way we do but keeps funnels on its top plan has one as well: Pirsch alternative.
| Situation | Where to look |
|---|---|
| I want everything GA4 does, including e-commerce and heatmaps | Matomo, Piwik PRO |
| I want a simple dashboard with no cookie banner | Datrika |
| I want to host the analytics on my own server | Matomo, Plausible, Umami |
| I do not want to pay for a higher plan just to get funnels | Datrika, Umami Cloud |
| I want support, documents and invoices in Czech | Datrika, Trackless |
| I have a small site and would rather not pay | Datrika, Umami Cloud |
| I run an online store and care about revenue and margins, not traffic | Trackless |
| I want to see where people click and how they move | Microsoft Clarity, Matomo |
| I need to measure Google Ads campaigns | Google Analytics stays, with a second tool beside it, Datrika for instance |
MatomoGood for: you want everything GA4 does, e-commerce, heatmaps and a tag manager included, and you do not mind looking after the tool.
Weak spot: out of the box it stores a visitor-ID cookie for 13 months. Running it without consent takes twelve settings from its own guide.
Piwik PROGood for: you treat consent and compliance as a process and want to choose the country your data runs in.
Weak spot: no free tier, only a 30-day trial, and it is a heavyweight for a small site.
Nothing here needs configuring. You paste one line into your site and you are measuring: no tag manager, no consent setup, no cookie banner. First visitors show up within five minutes. The price of that simplicity is that heatmaps, e-commerce and a tag manager are not in this group at all.
Good for: you want a dashboard you can read without training, no cookie banner, and every feature in every paid plan.
Weak spot: no open source, no self-hosting, no public API and no history import.
PlausibleGood for: you want open source and one readable page of numbers.
Weak spot: funnels and visitor journeys arrive on Business only, and Starter covers a single site.
PirschGood for: you want data in Germany, a public API and an importer for Google Analytics.
Weak spot: funnels, segmentation and A/B tests are on the Plus plan only.
FathomGood for: you want fast, simple measurement with fifty sites included.
Weak spot: EU data is anonymised in Europe but then stored on US servers.
Simple AnalyticsGood for: you want certainty that the data never leaves the Netherlands.
Weak spot: every extra user costs another €20, and the free plan requires their badge on your site.
UmamiGood for: you have one site and want funnels and goals for free, or you host it yourself.
Weak spot: the cloud runs servers in both the EU and the US, so ask about data location first.
Microsoft ClarityGood for: you want to see where people click, as a companion to cookie-free analytics.
Weak spot: it stores Microsoft advertising cookies and since 31 October 2025 requires consent for visitors from the EEA, the UK and Switzerland.
TracklessGood for: you run an online store and care about revenue after returns, margins and ROAS.
Weak spot: it will not tell you how many people came and where from. That is a different question.
TOPlistGood for: you want a simple counter and optionally a public panel with your numbers.
Weak spot: no traffic sources, no goals and no funnels.
What would send you elsewhere: we have no open source and no self-hosting (Matomo, Plausible and Umami do) and we cannot import your Google Analytics history (Matomo and Pirsch can).
| Tool | Visitor consent | Where the data sits | Open source |
|---|---|---|---|
| Google Analytics 4 | Required | Google servers, transfers under the EU-U.S. DPF | No |
| Datrika | Not required | EU, Germany | No |
| Plausible | Not required | EU | Yes |
| Pirsch | Not required | EU, Germany | Open core |
| Fathom | Not required | Processed in the EU, anonymous data stored in the US | No |
| Simple Analytics | Not required | EU, the Netherlands | No |
| Umami Cloud | Not required | EU or US | Yes |
| Matomo Cloud | Required out of the box | Europe | Yes |
| Piwik PRO | Depends on the setup | Choice of Germany, the Netherlands, the US, Sweden and more | No |
| Microsoft Clarity | Required | Microsoft Azure, region not stated | No |
| Trackless | Not required | EU, Germany | No |
| TOPlist | Not required, by its own account | Czechia | No |
The history does not come back: Google Analytics 4 keeps event data for 14 months at most on the free tier, and deleting the property takes all of it. Export what you need before you switch.
Only Matomo and Pirsch can import it. Every other tool, Datrika included, starts from zero, so run both side by side for a month and compare the trend rather than the absolute numbers.
The cookie banner does not disappear on its own. It goes only if it was there for the analytics and no live chat, ad pixel or embedded video is left on the site. The conditions are set out on when analytics does not need consent, the legal summary is on our GDPR page, and the list of what we store is on our data page.
Prices were taken from each tool’s own pricing page on 13 August 2026. The claims about cookies, consent and data location, the ones you are most likely to want to check, come from the vendors’ own documentation:
Free: Umami Cloud up to 100,000 events a month, Microsoft Clarity with no traffic limit, and TOPlist. Among paid tools, 100,000 requests a month costs least at Datrika, €9, then Pirsch at $12 and Fathom at $15. Prices verified 13 August 2026.
No. You may use it, but only with the visitor’s consent: the tracking code must not run before someone clicks Accept, and the reject button has to be as easy to reach as the accept button. That requirement is why people look for tools that need no consent at all.
For the analytics itself, you need no consent with Datrika, Plausible, Pirsch, Fathom, Simple Analytics, Umami or Trackless. Matomo can run without consent too, but only after you work through the twelve settings listed in its own guide. Google Analytics and Microsoft Clarity always need consent. The banner may still stay on your site because of other tools, such as a live chat or an ad pixel.
Datrika is Czech, with data in Germany, from €6 a month. Plausible and Pirsch are EU-based, Simple Analytics keeps data in the Netherlands, Piwik PRO lets you pick the region, and Matomo Cloud states Europe. With Fathom, Google Analytics and Microsoft Clarity the data reaches servers outside the EU, each under its own transfer mechanism.
Yes, with Matomo, Plausible and Umami. All three are open source. Expect to run the server, database, updates and backups yourself, and with Matomo expect funnels and heatmaps to be paid plugins starting at €193 a year.
Matomo and Pirsch can import from Google Analytics. Every other tool, Datrika included, starts from zero. The practical route is to export the GA4 reports you care about and run the old and the new tool side by side for a month.
Because they measure different things. In the EU, GA4 only collects data after consent, so every visit from someone who declined the banner is missing. Consent-free tools measure all of them. On top of that, each tool counts a different unit: events, pageviews, hits or actions. Compare the trend and the ratios between sources, not the absolute numbers.
You pay no money and there is no traffic limit. It does store its own cookies plus Microsoft cookies used for advertising, and its documentation states that since 31 October 2025 it requires a consent signal for visitors from the EEA, the UK and Switzerland. The cookie banner stays on your site because of it.
In the EU: Datrika, Plausible, Pirsch, Simple Analytics, Trackless and TOPlist. Piwik PRO lets you choose the region, Matomo Cloud states Europe, Umami Cloud runs servers in both the EU and the US.
With three tools the data does leave Europe, though not without rules. Fathom anonymises EU data in Europe and only then stores it on US servers. Google Analytics performs IP lookups on European servers and stores no IP addresses of EU visitors; processing then continues on Google servers, and the transfer is legitimised by the EU-U.S. Data Privacy Framework, which Google is certified under. Microsoft Clarity stores data in Microsoft Azure without naming a region; EU customers contract with Microsoft Ireland, and the transfer to the US rests on standard contractual clauses.
Google Analytics 4 keeps event data for 14 months at most on the free tier. Datrika keeps detailed data for 5 years on every plan. Matomo Cloud keeps raw data for 24 months and aggregated reports indefinitely. Umami Cloud keeps six months on the free plan and two years on Pro. Simple Analytics keeps one month on the free plan.
Heatmaps and session recordings come free with Microsoft Clarity, are included in Matomo Cloud or sold as a paid plugin for self-hosted Matomo, and are part of the Umami Business plan. Datrika, Plausible, Pirsch, Fathom and Simple Analytics do not have them.
If you need everything GA4 does, take Matomo or Piwik PRO. If it is enough to know where people came from and what they did on the site, and you want no cookie banner, choose between Datrika, Plausible, Pirsch, Fathom, Simple Analytics and Umami. It comes down to the price at your volume, where the data has to sit, and which languages you need.
Add one line to your site and you will see your first visitors within a minute. No card, no cookie banner.
Start with Datrika