I've used Google Analytics off and on for the last 10 or so years, but over the last few years I've often wondered if there isn't a better option for small sites, it's not that GA is lacking features, it's that it does so many things I can rarely find the data I'm after.
There's a few other things that bother me about GA as well, it's a free product and owned by the largest online advertising company in the world—and whilst Google doesn't sell your site's data lock-stock-and-barrel, they do monetize it through their various ad platforms.
So for a long time I was unhappy with GA but never really found a good alternative, until recently.
Meet Fathom; usefathom.com (affiliate link for $10 off)
Fathom's tagline is:
Your website analytics should be simple, fast and privacy-focused
Which is almost exactly what I wanted, particularly for my personal site and the handful of sites I still maintain, I really needed something simple, and I wanted something that put privacy first, no cookie popups needed, no slurping up user data in a way anyone would find objectionable, just straightforward analytics to tell me what's working and what's not.
So yeah, I've switched to Fathom and so far I'm pretty happy with it.