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.
Fathom Analytics
AnalyticsCookieless, no PII, with an EU-isolation option and a strong compliance posture (GDPR/CCPA/PECR). No consent banner needed for typical use.
Plausible Analytics
AnalyticsCookieless by default, no personal data stored, EU-hosted and open source. The reference point for privacy-respecting analytics.
GoatCounter
AnalyticsTiny, 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.
Matomo
AnalyticsOpen source and self-hostable: you own 100% of the data. Cookieless mode, IP anonymization, DNT/consent tooling built in.
Simple Analytics
AnalyticsNetherlands-based, cookieless, no personal data, no cross-site identifiers. Privacy-first by construction.
Pirsch Analytics
AnalyticsGerman, cookieless, open-source core. Uses a rotating fingerprint-free hash; no personal data retained.
Cloudflare Web Analytics
AnalyticsFree, 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.
Umami
AnalyticsFree, open-source, self-hostable, cookieless. Minimal collection; you control the database entirely.
Piwik PRO
AnalyticsEnterprise analytics built around consent: a built-in consent manager, EU/US/private-cloud residency, no ad-resale of data.
Snowplow
AnalyticsA 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.
PostHog
Product analyticsOpen-source product analytics; self-hostable for full control. Powerful but autocapture and session replay can collect a lot by default.
Tealium
CDPEnterprise tag manager + CDP with mature consent integration — but it is a data router, so privacy depends entirely on how it is configured.
Adobe Analytics
AnalyticsEnterprise 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.
Pendo
Product analyticsProduct analytics plus in-app guides, keyed to the visitor ID you pass it — identity-linked by design. US SaaS with an EU hosting option.
Amplitude
Product analyticsPowerful SaaS product analytics; data is sent to Amplitude and stitched to user identities. Privacy requires careful config and consent.
Hotjar
Session replaySession replay and heatmaps with EU hosting and suppression tooling — but recordings are inherently high-collection and need consent plus careful masking.
Mixpanel
Product analyticsSaaS product analytics with identity-resolved event tracking. EU residency available; consent required and GPC not honored by default.
Twilio Segment
CDPA 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.
Google Analytics 4 (GA4)
AnalyticsUbiquitous 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.
Heap
Product analyticsAutocapture-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.
Microsoft Clarity
Session replayFree 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.
Google Ads & Floodlight
Ad pixelAdvertising/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.
Meta Pixel & Conversions API
Ad pixelBuilt 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.
TikTok Pixel & Events API
Ad pixelAdvertising 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.
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.