webtracking.org
Privacy Scorecard

Analytics & tracking tools, graded on privacy

Every tool here is scored A–F across five dimensions: data minimization, consent honoring, identifier strategy, data residency & sharing, and transparency. Grades reflect documented behavior and vendor claims, and are backed where possible by a live ad.rip scan of what the tool actually sends. Read the methodology →

A high grade does not mean “don’t measure.” It means a tool can give you real insight without harvesting your visitors’ identities. We disclose any affiliate relationship on the tool’s page; affiliate status never affects a grade.

A

Fathom Analytics

Analytics

Cookieless, no PII, with an EU-isolation option and a strong compliance posture (GDPR/CCPA/PECR). No consent banner needed for typical use.

CookielessNo consent neededEU-hostedNo PII
A

Plausible Analytics

Analytics

Cookieless by default, no personal data stored, EU-hosted and open source. The reference point for privacy-respecting analytics.

CookielessNo consent neededEU-hostedNo PII
A

GoatCounter

Analytics

Tiny, open-source, no-cookie analytics you can self-host. Counts visits with a rotating salted hash rather than a stored identifier, and documents exactly what it keeps.

CookielessNo consent neededYou host itNo PII
A

Matomo

Analytics

Open source and self-hostable: you own 100% of the data. Cookieless mode, IP anonymization, DNT/consent tooling built in.

Cookieless optionalConsent advisedYou host itNo PII
A

Simple Analytics

Analytics

Netherlands-based, cookieless, no personal data, no cross-site identifiers. Privacy-first by construction.

CookielessNo consent neededEU-hostedNo PII
A

Pirsch Analytics

Analytics

German, cookieless, open-source core. Uses a rotating fingerprint-free hash; no personal data retained.

CookielessNo consent neededEU-hostedNo PII
B

Cloudflare Web Analytics

Analytics

Free, cookieless, no fingerprinting and no cross-site identifiers. The trade-off is structural: data is processed on Cloudflare's global network with no residency control.

CookielessNo consent neededGlobalNo PII
B

Umami

Analytics

Free, open-source, self-hostable, cookieless. Minimal collection; you control the database entirely.

CookielessNo consent neededYou host itNo PII
B

Piwik PRO

Analytics

Enterprise analytics built around consent: a built-in consent manager, EU/US/private-cloud residency, no ad-resale of data.

Cookieless optionalConsent requiredEU-hostedPII optional
B

Snowplow

Analytics

A self-hosted event pipeline that runs in your own cloud — full data ownership, but it collects exactly what you configure it to collect, which can be a lot.

Cookieless optionalConsent requiredYou host itPII optional
C

PostHog

Product analytics

Open-source product analytics; self-hostable for full control. Powerful but autocapture and session replay can collect a lot by default.

Cookieless optionalConsent requiredMixedPII optional
C

Tealium

CDP

Enterprise tag manager + CDP with mature consent integration — but it is a data router, so privacy depends entirely on how it is configured.

Cookieless optionalConsent requiredGlobalPII optional
C

Adobe Analytics

Analytics

Enterprise analytics that does not resell your data, with real residency controls — but it is cookie- and identifier-based, and consent honoring depends on your implementation.

Cookieless optionalConsent requiredGlobalPII optional
D

Pendo

Product analytics

Product analytics plus in-app guides, keyed to the visitor ID you pass it — identity-linked by design. US SaaS with an EU hosting option.

Uses cookiesConsent requiredUS-hostedPII optional
D

Amplitude

Product analytics

Powerful SaaS product analytics; data is sent to Amplitude and stitched to user identities. Privacy requires careful config and consent.

Cookieless optionalConsent requiredUS-hostedPII optional
D

Hotjar

Session replay

Session replay and heatmaps with EU hosting and suppression tooling — but recordings are inherently high-collection and need consent plus careful masking.

Uses cookiesConsent requiredEU-hostedPII optional
D

Mixpanel

Product analytics

SaaS product analytics with identity-resolved event tracking. EU residency available; consent required and GPC not honored by default.

Cookieless optionalConsent requiredUS-hostedPII optional
D

Twilio Segment

CDP

A CDP whose job is to collect identity-resolved data and fan it out to many destinations, including ad platforms. Privacy is entirely a function of configuration and consent enforcement.

Cookieless optionalConsent requiredUS-hostedSends PII
D

Google Analytics 4 (GA4)

Analytics

Ubiquitous and free — because data flows to Google. Consent Mode can model conversions even when consent is denied; no GPC honoring; links into Google's ad ecosystem.

Cookieless optionalConsent requiredGlobalNo PII
D

Heap

Product analytics

Autocapture-by-default product analytics: every click, pageview, and form interaction is recorded to Heap's cloud (US by default) and stitched to persistent user identities.

Uses cookiesConsent requiredUS-hostedPII optional
F

Microsoft Clarity

Session replay

Free session replay and heatmaps — Microsoft's terms allow use of the data for its own purposes, including advertising. Recordings can capture sensitive input unless masked.

Uses cookiesConsent requiredUS-hostedPII optional
F

Google Ads & Floodlight

Ad pixel

Advertising/conversion tags whose purpose is cross-site ad measurement and targeting. Enhanced Conversions sends hashed PII to Google; server-side tagging can bypass client-side blockers.

Uses cookiesConsent requiredGlobalHashed PII
F

Meta Pixel & Conversions API

Ad pixel

Built to send user behavior and hashed identifiers to Meta for ad targeting. The Conversions API moves collection server-side, bypassing browser-based blocking; repeatedly implicated in receiving sensitive data.

Uses cookiesConsent requiredGlobalHashed PII
F

TikTok Pixel & Events API

Ad pixel

Advertising pixel that sends behavior and hashed identifiers to TikTok for targeting; a server-side Events API bypasses client-side blocking. Data-governance and residency concerns are well documented.

Uses cookiesConsent requiredGlobalHashed PII

Grades updated continuously as tools change their data handling. Each entry carries its own “verified on” date. Spot something wrong? Grades are set per the published methodology, and graded vendors can request a correction.