The Complete Guide to GDPR-Compliant Analytics

Google Analytics has been declared illegal in multiple EU countries. If you're still using GA4, you're taking a compliance risk that could cost you up to 4% of your global revenue.

The good news? European alternatives have matured significantly, offering everything you need without the legal headaches. Let's explore your options.

Why Google Analytics Is Problematic

The core issue isn't analytics itself — it's data transfer to the US. When you use Google Analytics:

1. Personal data crosses borders — IP addresses, device info, and behavioral data flow to US servers
2. You need explicit consent — Cookie banners and consent management become mandatory
3. Schrems II applies — The EU-US data transfer framework remains legally uncertain
4. DPAs are enforcing — Austrian, French, Italian, and Danish authorities have already ruled against GA

The European Alternative Landscape

Here's how the main privacy-first analytics platforms compare:

Plausible Analytics 🇪🇺

Best for: Teams wanting simplicity with EU-only hosting

• Pricing: €9/month (10K pageviews) to €169/month (10M pageviews)
• Script size: Under 1KB — won't slow your site
• Data hosting: EU-only servers
• Cookie-free: Yes, no consent banners needed
• Open source: Yes, self-hosting available

Plausible is the go-to choice for most privacy-conscious businesses. The dashboard is clean and intuitive, showing you exactly what you need without the complexity of GA4.

Fathom Analytics 🇨🇦

Best for: Agencies managing multiple sites

• Pricing: $14/month (100K pageviews) for up to 50 sites
• Key feature: Generous multi-site support
• Cookie-free: Yes
• Data hosting: EU and US options

Fathom excels at the agency use case. One subscription covers 50 sites, making it incredibly cost-effective if you manage multiple properties.

Simple Analytics 🇳🇱

Best for: Those wanting zero-compromise privacy

• Pricing: €9/month (100K datapoints)
• Unique feature: AI-powered queries for insights
• Privacy stance: Most strict — no IP addresses at all
• Data hosting: EU-only

Simple Analytics takes privacy further than most, never storing even anonymized IP addresses. If you want the cleanest compliance story, this is it.

Matomo 🇳🇿

Best for: Enterprises needing full GA-like features

• Pricing: Free (self-hosted) or €19/month (cloud)
• Features: Heatmaps, session recordings, e-commerce tracking
• Cookie-free mode: Available but optional
• Data hosting: Your choice (self-hosted) or cloud options

Matomo is the heavyweight option. If you're migrating from GA4 and need similar depth of features, Matomo can match most of them while keeping data in your control.

Piwik PRO 🇵🇱

Best for: Regulated industries (healthcare, finance)

• Pricing: Free tier, paid plans for enterprise
• Compliance: HIPAA-capable, extensive certifications
• Features: Full analytics suite plus consent management
• Data hosting: EU and US regions

Piwik PRO is built for organizations with strict compliance requirements. If you need formal certifications and audit trails, this is your choice.

Quick Comparison Table

| Platform | Starting Price | Cookie-Free | EU Hosting | Self-Host | |----------|---------------|-------------|------------|-----------| | Plausible | €9/mo | ✅ | ✅ | ✅ | | Fathom | $14/mo | ✅ | ✅ | ❌ | | Simple Analytics | €9/mo | ✅ | ✅ | ❌ | | Matomo | Free/€19/mo | ✅ | ✅ | ✅ | | Piwik PRO | Free tier | ✅ | ✅ | ✅ |

Making the Switch: Migration Tips

1. Export Your Historical Data

Before switching, export key metrics from Google Analytics:

• Monthly traffic trends (12-24 months)
• Top pages and referrers
• Conversion data

You won't be able to import this into privacy-first tools, but having it as a baseline helps you compare post-migration.

2. Run Tools in Parallel

Add your new analytics script alongside GA4 for 2-4 weeks. This lets you:

• Verify data accuracy
• Get comfortable with the new dashboard
• Build confidence before fully switching

3. Update Your Privacy Policy

Once you've switched, update your privacy policy to reflect:

• Which analytics tool you use
• That no personal data is collected
• That no cookies are used (if applicable)

4. Remove Cookie Banners (Maybe)

If you're now fully cookie-free and not tracking personal data, you may be able to simplify or remove cookie consent banners. Consult with your legal team, but many businesses using Plausible or Simple Analytics operate without consent popups.

What You'll Lose (And Why It's Often Fine)

Privacy-first analytics intentionally collect less data. You'll give up:

• Individual user tracking — No user IDs or cross-session tracking
• Demographic data — No age, gender, or interest categories
• Detailed device fingerprinting — Basic device/browser info only
• Long attribution windows — Simpler conversion tracking

For most businesses, this is fine. You still get:

• Page views and unique visitors
• Traffic sources and referrers
• Top content and bounce indicators
• Custom events and goals
• Real-time data

The Bottom Line

Switching to GDPR-compliant analytics isn't just about legal compliance — it's about respecting your users and building trust. Modern privacy-first tools give you the insights you need without the ethical and legal baggage.

Our recommendations:

• Most teams: Start with Plausible — best balance of features and simplicity
• Agencies: Consider Fathom for multi-site value
• Enterprises: Look at Matomo or Piwik PRO

Ready to make the switch? Check out our directory of European analytics tools to explore all your options.

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Have questions about migrating your analytics? Get in touch — we're happy to help.