4 GDPR-Compliant Alternatives to Google Analytics

GDPR-compliant Google Analytics alternatives

Traffic analysis tools help you better understand your customers and their preferences. More than 29 million websites worldwide use Google Analytics to track and analyse their website traffic. However, tech giant Google isn’t particularly known for its exemplary handling of user data. Many authorities in several countries have issued concerns about whether Google Analytics was GDPR compliant. For website owners across Europe, the use of Google Analytics is now in question.

In this article, we introduce you to 4 GDPR-compliant alternatives to the American analytics tool that guarantee the protection of your customers' personal data and privacy.

In France, for example, the French Data Protection Authority (CNIL) has recommended that websites using Google Analytics work with another tool that doesn’t transfer personal data from the EU to the US.

Other bodies across Europe, such as the Austrian data protection authority (DSB) and the Spanish Guarantor for the Protection of Personal Data (GPDP), have deemed Google Analytics insufficient when it comes to data protection. According to the authorities, US intelligence agencies had access to data processed by the popular analytics tool.

As an online shop operator, safeguarding your customers’ personal data is fundamental. If you want to make sure the tool you use to analyse your website traffic is 100% safe, there are other tools you can use.

We’ll now introduce you to 4 GDPR-compliant alternatives to Google Analytics:

1. Matomo

Used by more than a million websites (e.g. Red Bull, Amnesty International and Huawei), Matomo (formerly known as Piwik) is the second most used analytics tool after Google Analytics.

The platform provides plenty of real-time insights and allows webmasters to track every customer journey.

It is a free and open source web analysis tool. The service is based in Europe and doesn’t transfer date outside of the European Union and the European continent.

Using Matomo, you can even select an automated anonymisation of data. Thus, you’re not obligated to ask your website’s visitors for their consent (e.g. when using cookies).

Recommended reading:
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With Matomo you can access heatmaps, perform A/B tests, target different KPIs and much more.

Pricing: free version/paid version: €19 or €29 per month.

Source: Matomo.org

Benefits of Matomo

Open source software
A variety of features
Possibility to import data from Google Analytics
Many extensions and plugins available
Data protection is ensured: GDPR compliant

Disadavantages of Matomo

Rare and infrequent updates
Tool may take some time to process inquiries
Setting and configuration is complex
Free version doesn’t support cloud storage (data is hosted on a dedicated physical server)

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2. AT Internet

AT Internet is a French company that measures more than 20,000 websites and apps worldwide (e.g. Rakuten and the BBC use AT Internet). Reports and insights on the data provided by AT Internet can be accessed through its dedicated Analytics Suite 2 tool.

The Analytics Suite 2 platform allows you to measure the audience and performance of your website, apps, and social media accounts.

Just like Matomo, AT Internet is particularly known for its sensitive handling of data. Using AT Internet, user data is stored in a cloud hosted on European servers and processed in secure infrastructures located exclusively in the EU.

The tool allows you to analyse your website’s navigation and the user experience your website offers. In addition, you can customise your dashboard and reports and access other data.

Pricing: €355 per month

Source: AT Internet

Benefits of AT Internet

Integration with e-commerce providers such as PrestaShop or WordPress possible
Access for the whole team: multi-device reporting, sharing of insights, and monitoring of KPIs
Features dedicated to e-commerce (e.g. sales insights)
Data protection: GDPR compliant

Disadvantages of AT Internet

No free version
Too expensive for many SMEs

3. Fathom

Fathom is a simple and easy-to-use, yet effective traffic analysis tool developed by a Canadian enterprise.

The platform focuses on simplicity, performance, and data protection. The tool was particularly designed for smaller online shops and SMEs that prefer a simple tool that provides them with useful and explicit insights on their target group.

Since 2021, Fathom processes user data in accordance with the GDPR on German servers. What's more, the tool doesn’t only evade cookie tracking, but also doesn’t track user data at all.

Pricing: from €12.50 ($14) per month

Source: Fathom

Benefits of Fathom

A simple dashboard: the most information at a glance
Easy setup
If you run multiple websites: no necessity to create an account for each site
GDPR-compliant

Disadvantages of Fathom

Not enough data, metrics and features for marketers
1 admin only
No free version

4. eTracker

Shutterstock/Fransor

eTracker is a German tracking solution (available in English) that serves more than 100,000 customers (e.g. Volkswagen). This tool doesn’t use cookie tracking either, which allows website owners to use it without having to ask for consent on their sites.

In addition to the free version for small websites, eTracker offers several paid versions (Basic, Pro, Enterprise) depending on the needs of the company.

Among other features, it is possible to carry out in-depth e-commerce analysis, keep track of campaigns, and use automated event tracking.

Pricing: free version/paid version: €19 to €199 per month

Source: eTracker.com

Benefits of eTracker

Transparent pricing
Integration with e-commerce platforms such as Shopify, Magento, and PrestaShop possible
Possibility to import data from Google Analytics to eTracker
Dedicated e-commerce features
Data processing occurs in Europe
Complies with GDPR

Disadvantages of eTracker

Only available in German and English
No possibility to create personalised sections and reports
Free version doesn’t include all of the features (only available in the Pro and Enterprise versions)

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Conclusion

When operating an online shop, ensuring the protection of personal and customer data is what you are obligated to do. All 4 tools we introduced you to in this article are GDPR-compliant and can be used as alternatives to Google Analytics.

Matomo, AT Internet, Fathom and eTracker have a lot of great features to offer and will help you to get to know your customers better and optimise your website accordingly.