Finding an alternative to Google Analytics
1 min read

Finding an alternative to Google Analytics

Google Analytics is the 1000 pound gorilla in the analytics space but there's a few things I've never been happy with…

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.

Then there's GDPR requirements; GA uses Cookies and therefore requires one of those wacky cookie-consent popups that blight the internet at every turn these days—exactly who's required to show them and when is still a bit of a murky area, and seems to have spawned a pretty large cottage industry who will sell you a popup along with all the bells and whistles you didn't even know you needed.

So for a long time I was unhappy with GA but never really found a good alternative, until recently.

Meet Fathom; (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.

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