Fathom Analytics

Fathom is a hosted, cookieless analytics service positioned as a straight GA replacement for teams that want one dashboard and no consent-driven complexity. There are no cookies and no tracking identifiers, so Fathom’s position is that you don’t need consent prompts or banners for its analytics; the company markets the product as GDPR-, CCPA-, and PECR-compliant out of the box. The dashboard only holds data in aggregate — nothing that ties activity to a specific person or follows someone across sites — which is exactly the trade you’re making: privacy and simplicity in exchange for user-level analysis.

How it models data. Everything is aggregate: traffic, referrers, UTMs, device data, and events. Custom events cover button clicks, form submissions, and ecommerce with revenue attached; the docs also cover conversion setups for things like 404 tracking. There is no session replay, no funnels over user identities, and no raw event stream — CSV export and an API (600 requests/hour included) are the ways data leaves the dashboard. Your full analytics history stays available for as long as you remain a customer.

Implementation. It’s a single deferred script tag from cdn.usefathom.com added to your site header, with per-framework guides for WordPress, Webflow, Next.js, and Google Tag Manager among others, plus SPA integration notes. Advanced script settings let you exclude your own visits and honor do-not-track, and a site firewall can block specific pages, IP addresses, countries, or domains from being counted. For European traffic, Fathom advertises EU-located infrastructure so that no personal data leaves the EU.

Pricing gotchas. Plans are flat tiers by monthly pageviews starting at $45/month for up to 500k, with tiers up through 25M+. Every plan includes at least 50 sites — generous, but no longer literally unlimited — and additional sites come in packs of 50 for $10/month. If you exceed your pageview tier for two consecutive months you’re upgraded automatically, so budget against your real traffic, not your hopeful estimate. The trial is 7 days, and annual billing gets you two months free.

Migration. Fathom ships a Google Analytics importer pitched at rescuing historical data before GA4 deletes it, which makes the GA-to-Fathom path more complete than most privacy-first rivals offer. Going the other direction is CSV export plus the API. Unlike Plausible or Umami, the current product is closed source — the original open-source Fathom Lite is archived and unmaintained — so there is no self-hosting path, ever; if data residency on your own hardware is a requirement, this is the wrong tool.

Use it when you want dependable, low-maintenance privacy-first reporting with predictable flat pricing across a large portfolio of sites, and email reports you can send straight to clients. Look past it when you need self-hosting, raw event-level data, or analysis deeper than pageviews, referrers, and conversion events.