7 Best European Alternatives to Google Analytics (2026), Compared

The best European alternative to Google Analytics is Piwik PRO (Poland): it keeps the things marketing teams use in GA – reports, conversions, a tag manager – adds a consent manager, and hosts your data in Sweden, from €36 a month. If you run a website and just want clear, cookie-free numbers, pick Plausible from Estonia, from $9 a month.

I wrote this ranking for website owners and marketers who rely on Google Analytics but no longer want their visitor data with Google LLC, a US company. Google Analytics is free of charge because it is built to connect with Google’s advertising tools – Google itself lists Google Ads, Search Ads 360 and Display & Video 360 as its integrations. In Europe it has also been a legal headache: in February 2022 the French regulator CNIL found that a website’s use of Google Analytics sent personal data to the US in breach of the GDPR. The European tools below charge a subscription instead, and most of them work without cookies. I compared 13 web analytics tools and kept seven. For each one you get who is behind it, where your data is stored, what it costs, what users say and what you lose compared with Google Analytics.

What are the best European alternatives to Google Analytics?

If you only have a minute: these are the European web analytics tools I would switch to from Google Analytics, in order. Each one is reviewed in detail below.

1. Piwik PRO (Poland) – analytics, tag manager and consent manager in one, hosted in Sweden. Best for marketing teams replacing GA4.
2. Plausible (Estonia) – simple, cookie-free, open-source analytics from $9 a month. Best for most website owners.
3. Matomo (New Zealand company, EU hosting) – the most complete feature set, and free if you host it yourself. Best for full control.
4. etracker (Germany) – consent-free analytics with ad conversion upload, data in Germany. Best for German online shops.
5. Simple Analytics (Netherlands) – a one-page dashboard with a free plan. Best for running next to GA4.
6. Pirsch (Germany) – cookie-free analytics from $6 a month, hosted on Hetzner. Best for small budgets.
7. Swetrix (United Kingdom) – open-source analytics with session replay and error tracking. Best for product teams.

Google Analytics alternatives compared

Prices from public pricing pages. Affiliate links and sponsored placements are labelled.

“Data hosted in” shows where each tool stores your analytics data according to its own pricing, privacy or subprocessor pages, together with a DNS and ASN lookup of its main domain (25 Oct 2026).

How I compared the Google Analytics alternatives

I looked at 13 web analytics tools with European roots and kept seven. The order is driven by how much of Google Analytics you keep after switching, then by privacy and data sovereignty, then by price. Concretely, I weighed five things:

• Jurisdiction and ownership – where the company is registered, who owns it and where the analytics data is stored.
• Feature match with Google Analytics – traffic and campaign reports, goals and conversions, funnels, ecommerce revenue, a Google Analytics import and a tag manager.
• Consent and cookies – whether the tool works without cookies and what the vendor says about cookie banners.
• Price – the cheapest paid plan, what traffic it covers, and whether there is a free plan or free self-hosting.
• What users say – ratings on Trustpilot, read together with the number of reviews.

I left out six tools. Fathom is Canadian and Umami is American. Piano Analytics (formerly AT Internet, France) belongs to Piano Software Inc. of Philadelphia, USA. Wide Angle Analytics’ website now redirects to an unrelated software agency, so I could not confirm it is still sold. Countly is a product analytics platform for apps that starts at $175 a month – a different job from website analytics. Ackee is a self-hosted open-source project without a company or a hosted plan. All data comes from the vendors’ own pricing, about, imprint, privacy and subprocessor pages, from Trustpilot and from the regulators’ pages, checked on 25 October 2026.

Google Analytics, the GDPR and cookie banners

This is the part that makes many European site owners look for an alternative, so here are the facts I could source – not legal advice.

• The CNIL ruling. In a decision published in February 2022, the CNIL concluded that a French website’s use of Google Analytics transferred visitor data to the United States in violation of Article 44 of the GDPR, because Google’s extra measures did not prevent access by US intelligence. The website got one month to comply. The European Commission has since adopted an adequacy decision for the EU-U.S. Data Privacy Framework, which is meant to allow such transfers again.
• Analytics without consent. The CNIL lets audience measurement run without prior consent only if the tool is limited to audience measurement for a single publisher, users are informed and can object, data is not cross-checked with other processing, the last byte of the IP address is removed and trackers live 13 months at most. It notes that most large analytics offerings do not fall within this exemption, and names self-configured open-source software such as Matomo as an option.
• What the vendors say. Plausible says that with its tool you do not need cookie banners for analytics. Simple Analytics says it sets no cookies and stores no IP addresses. etracker describes its analytics as consent-free under the GDPR and the ePrivacy Directive. Piwik PRO offers anonymous tracking for visitors who decline cookies.

Rules differ between EU countries, so check your own setup with your data protection officer before you remove a consent banner.

The best European alternatives to Google Analytics, reviewed

Every European analytics tool below gets the same treatment: who is behind it, what users say, what it replaces from Google Analytics and what it does not, its pros and cons, and my opinion on who should switch to it.

1. Piwik PRO

The closest European match for GA4 in a marketing team – analytics, tag manager, consent and data activation in one suite

Piwik PRO is made by Piwik PRO SA, based in Wrocław, Poland. Its Business plan runs on EU-operated cloud hosting in Sweden, and the piwik.pro website itself is served from the network of the Swedish cloud provider ELASTX (AS48579). Piwik PRO lists ISO 27001 and SOC 2 Type II certification. Enterprise customers can also choose other hosting, including US servers on Microsoft Azure for HIPAA customers – an option, not the default.

What users say. Piwik PRO had no Trustpilot score I could verify on 25 October 2026. On its own site it quotes customers such as the Finnish agency Hopkins, which says anonymous tracking gave it four times more traffic data.

What it replaces from Google Analytics – and what it doesn’t. Piwik PRO is the only tool here that bundles four modules: Analytics, Tag Manager, Data Activation and a Consent Management Platform (from Cookie Information). You get ecommerce tracking, customer journey analytics, custom reports and dashboards, and no data sampling by default – the things a marketing team uses GA4 and Google Tag Manager for. Anonymous tracking keeps measuring visitors who reject cookies. What you lose: there is no free plan any more, the Business plan stops at 2 million monthly actions and 25 months of data, raw data is available only through the API, and the setup is closer to GA4 in complexity than to the simple tools below.

Facts: HQ Poland (Wrocław) · Business from €36/month: up to 2M monthly actions, 20 domains, 25 months of data · Enterprise from €366/month billed annually · free plan: no, 30-day free trial without a credit card · hosting: EU-operated cloud in Sweden · fees rise 4% a year unless your contract says otherwise · pay by wire transfer, ACH or PayPal, no credit cards.

Switching from Google Analytics: moderate – the concepts are familiar to GA users, but you rebuild your tags, goals and consent setup in Piwik PRO’s own tools.

My take: Piwik PRO is first because it replaces the most of what a marketing team actually uses in Google’s stack – not just reports, but tags and consent too – from a Polish company with data in Sweden. It is not a simple tool, and it is not cheap for a blog. If you run campaigns, track conversions and have a legal team asking questions, this is where I would start. Best for: marketing teams that want to replace GA4 and Google Tag Manager together. Not for: small sites that only need a simple visitor count.

Visit piwik.pro →

2. Plausible

The simple, cookie-free Google Analytics replacement most websites need – open source, from $9 a month

Plausible is made by Plausible Insights OÜ in Tartu, Estonia. Uku Taht started it in December 2018, and Marko Saric joined in 2020. Plausible says it is self-funded and profitable, with no outside investors, a team of 10 and 22,000 paying subscribers. Visitor data is stored on servers in Germany on European-owned infrastructure; the website and script are delivered through Bunny CDN.

What users say. On Trustpilot Plausible has 2.8/5 from only 7 reviews, and Plausible has not invited customers to review. Reviewers like that it is open source and easy to self-host; the complaints are about slow support answers and an upgrade request after bot traffic pushed a site over its pageview limit.

What it replaces from Google Analytics – and what it doesn’t. Plausible shows all key numbers on one page: visitors, sources, UTM campaigns, pages, countries and devices, plus goals, custom events, scroll depth and Search Console queries. You can import your old Google Analytics data. Funnels, user journeys and ecommerce revenue attribution come with the Business plan. Plausible sets no cookies: it counts unique visitors with a daily hash whose salt is deleted every 24 hours, and says its script is 54 times smaller than Google Analytics. What you lose: there is no free plan, no user-level analysis, no audiences for Google Ads, and the free self-hosted Community Edition lacks funnels, ecommerce revenue and SSO and is released only twice a year.

Facts: HQ Estonia (Tartu) · founded 2018 · Starter $9/month or $90/year (10k pageviews, 1 site, 3 years of data) · Growth $14/month · Business $19/month (funnels, revenue, 5 years of data) · free plan: no, 30-day trial without a credit card · open source (AGPLv3), free to self-host · no cookies.

Switching from Google Analytics: easy – add one script, import your GA history and run both side by side for a month.

My take: Plausible is what most websites should use instead of Google Analytics. It answers the questions people actually ask – how many visitors, from where, and did they convert – on one page, without cookies, from a profitable, investor-free EU company. It is second only because a marketing team loses more of GA4 here than with Piwik PRO. Best for: website owners, bloggers and small businesses who want clear numbers without a cookie banner. Not for: analysts who live in user-level reports and audiences.

Visit plausible.io →

3. Matomo

The most complete Google Analytics replacement – free to self-host, but the company is in New Zealand

Matomo started in 2007 as Piwik, an open-source project by the French developer Matthieu Aubry. Today it is made by InnoCraft Limited, a company registered in Wellington, New Zealand, co-founded by Aubry and Thomas Steur. Matomo says it is used on over 1.4 million websites. New Zealand is outside Europe, so I flag it: InnoCraft names a representative in Hamburg for EU users, and Matomo Cloud stores your data in Frankfurt, Germany – but on Amazon Web Services (AWS EMEA SARL), with backups in Dublin, according to its subprocessor list.

What users say. On Trustpilot Matomo has 2.4/5 from 10 reviews. Users like the free version and paying only for the plugins they need; complaints are about a dated interface, slow support, thin documentation and a failed Google Analytics import.

What it replaces from Google Analytics – and what it doesn’t. Almost everything. Matomo Cloud includes a Google Analytics data importer, ecommerce, funnels, users flow, goals, segments, custom reports, a tag manager, heatmaps and session recordings, A/B testing and multi-channel attribution, with no data sampling. Self-hosted Matomo On-Premise is free with unlimited users and hits, so your data can stay on your own European server – the option the CNIL itself mentions for consent-free measurement. What you lose: the interface feels older than GA4, heatmaps and recordings are capped on Cloud, premium features cost extra when you self-host, and Matomo Cloud runs on a US cloud provider.

Facts: Company New Zealand (Wellington) · project since 2007 · Cloud Business €22/month or €220/year excl. tax for 50,000 hits · Cloud: 30 websites, 30 users, 24 months of raw data, reports kept forever · free plan: self-hosted On-Premise is free · 21-day free Cloud trial · open source · Cloud data in Frankfurt on AWS.

Switching from Google Analytics: moderate – the GA importer and familiar reports help, but self-hosting needs a server and someone to maintain it.

My take: On features alone Matomo would be first: it is the only tool here that matches Google Analytics almost report for report. I put it third because InnoCraft is a New Zealand company and the hosted version runs on AWS. If you self-host it on your own European server, both concerns disappear – and then it is the strongest option in this list. Best for: teams that want every GA feature and are able to self-host on European servers. Not for: buyers who need a vendor registered in the EU.

Visit matomo.org →

4. etracker

German analytics without consent banners – with ad conversion upload and data stored in Germany

etracker is a Hamburg-based analytics company. In December 2025 it announced that it had been acquired by JustRelate, a software group founded in Berlin in 1989 with over 200 employees in Poland, Germany and France. The etracker website now lists JustRelate Deutschland GmbH in Berlin as the responsible provider. Data is stored in Germany, and the website runs on the network of IPHH Internet Port Hamburg (AS12731).

What users say. I found no etracker reviews on Trustpilot. etracker’s own site quotes agencies and companies such as Volksbank Kassel Göttingen and Morgenpost Verlag.

What it replaces from Google Analytics – and what it doesn’t. etracker is built for marketers: cookie-less session tracking that it describes as consent-free under the GDPR and ePrivacy Directive, campaign and customer journey reports, ecommerce reports, a scrollmap and form analysis, and server-side conversion upload to Google Ads, Meta, Microsoft and TikTok. A tag manager and consent manager are included, and you can track through your own subdomain to reduce losses from ad blockers. What you lose: the Report Builder and API are only in Enterprise, and raw data export and B2B company recognition cost €49 a month each on top.

Facts: HQ Germany (Hamburg, part of JustRelate) · Basic €10.80, Pro €22.80 (both for 25,000 hits a month), Enterprise €58.80 (50,000 hits) · free plan: no, 30-day free test · data stored in Germany · tag and consent manager included · 1 hit ≈ 1.15 pageviews.

Switching from Google Analytics: moderate – one tag, but you set up goals and ad conversion upload again in etracker.

My take: etracker is the most marketing-minded tool after Piwik PRO, and the only one here that sends conversions straight back to the ad platforms without Google’s tags. The new ownership by JustRelate keeps it in a European group. It sits fourth because the entry quota is small and the best features are in the higher editions. Best for: German and DACH online shops that run paid ads. Not for: teams who want open-source software.

Visit etracker.com →

5. Simple Analytics

A Dutch one-page dashboard with a free plan – built to run next to GA4 or replace it

Simple Analytics B.V. is based in Amsterdam, the Netherlands. Adriaan van Rossum founded it in September 2018, Iron Brands joined as co-founder in 2022, and the company says it is independent and self-funded, with more than 41,600 users. Its subprocessor list names only EU hosting for analytics data: Worldstream (Netherlands), Hetzner (Germany) and Bunny CDN (Slovenia). The website runs on WorldStream’s network (AS49981).

What users say. Simple Analytics has no reviews on Trustpilot yet. Its homepage shows a 4.8 rating on Capterra.

What it replaces from Google Analytics – and what it doesn’t. You get pageviews, referrers, campaigns, events and country-level location on one dashboard, with APIs and exports for Looker Studio, Power BI or a data warehouse. Simple Analytics sets no cookies, stores no IP addresses and creates no visitor IDs. It now positions itself as a cookieless layer next to GA4 that shows the traffic GA4 misses when visitors reject consent. What you lose: no user journeys or attribution in the GA sense, extra users cost €20 a month each, the free plan keeps only one month of data, and the optional AI assistant and the Google Analytics import use US providers (OpenAI and Google), but only when you turn them on.

Facts: HQ Netherlands (Amsterdam) · founded 2018 · free plan: yes (1 user, 5 websites, 1 month of history, badge required) · paid €20/month or €200/year for 100k pageviews · 14-day trial · enterprise: free 30-day proof of concept next to GA4 · data in the EU · SOC 2 in progress.

Switching from Google Analytics: easy – add one script, and you can keep GA4 running alongside it.

My take: Simple Analytics is the easiest way to start: a free plan, one script and a dashboard you understand in a minute. It sits fifth because it replaces less of Google Analytics than the four above – but if you want to see how much GA4 is missing behind your cookie banner, it is the one I would add first. Best for: teams that want a cookieless second opinion next to GA4, and hobby sites. Not for: marketers who need funnels and attribution.

Visit simpleanalytics.com →

6. Pirsch

Cookie-free German analytics for small budgets – from $6 a month, hosted on Hetzner

Pirsch is made by Emvi Software GmbH in Rheda-Wiedenbrück, Germany, founded in 2019 by Marvin Blum and Daniel Schramm, who still run it. The cloud version is hosted in Germany, and the website runs on Hetzner (AS24940). The core of Pirsch – the library that collects the data – is open source.

What users say. On Trustpilot Pirsch has 3.7/5 from a single review, which praises the dashboard and annotations. One review says very little.

What it replaces from Google Analytics – and what it doesn’t. Pirsch covers traffic, sources, events, conversion goals, session analysis, Search Console data and ecommerce revenue tracking, and can import from Google Analytics, Plausible and Fathom. It can also track on the server side, so ad blockers do not hide visits. Unlimited data retention and unlimited team members are included from the cheapest plan. What you lose: funnels, A/B testing and segmentation need the Plus plan, there is no free plan, and self-hosting is only part of Enterprise.

Facts: HQ Germany (Rheda-Wiedenbrück) · company founded 2019 · Standard $6/month (10,000 pageviews, 50 websites) · Plus $12/month · prices exclude VAT · free plan: no, 30-day trial without a credit card · cloud in Germany · SEPA direct debit in EUR.

Switching from Google Analytics: easy – one script or server-side integration, plus a GA import.

My take: Pirsch is the best value in this list: German hosting, no cookies, unlimited history and a GA import for $6 a month. It covers less than Plausible’s higher plans and is a smaller team, which is why it sits sixth. Best for: freelancers, agencies and small sites that want cheap German analytics. Not for: teams that need a big vendor with enterprise support.

Visit pirsch.io →

7. Swetrix

Open-source analytics with session replay and error tracking – a UK company with EU hosting

Swetrix Ltd is registered in Edinburgh, United Kingdom, and was launched in August 2021 by Andrii Romasiun; it says it is made in Great Britain and Ukraine and hosted in the EU. The UK is outside the EU, so I flag it. Its privacy policy names Hetzner in Germany as its host, and the website runs on Hetzner (AS24940).

What users say. Swetrix has no reviews on Trustpilot yet.

What it replaces from Google Analytics – and what it doesn’t. Swetrix goes beyond traffic stats: cookieless tracking, a Google Analytics import, goals, funnels, user flow, revenue tracking, session and user profile analysis, performance monitoring and error tracking. The Plus plan adds session replay, feature flags and A/B tests. It is completely open source. What you lose: the trial needs a payment method, prices are in US dollars, and the company is outside the EU.

Facts: Company United Kingdom (Edinburgh) · launched 2021 · Standard from $19/month (10 sites, 10 members) · Plus from $39/month · 17% off with yearly billing · free plan: no, 14-day trial with a payment method · open source · hosted in Germany (Hetzner).

Switching from Google Analytics: easy – one script and a GA import.

My take: Swetrix packs the most product features into a privacy-friendly tool, and its data stays on German servers. It is last because the company is in the UK and it costs more than the simpler EU options above for a plain website. Best for: product and developer teams who want analytics, replays and errors in one tool. Not for: buyers who need an EU-registered vendor.

Visit swetrix.com →

What European web analytics costs compared with Google Analytics

Google says Google Analytics is free of charge, and it is built to work with Google’s advertising tools. The European tools charge by traffic. For a small site that means a few euros or dollars a month, and Matomo On-Premise and Plausible Community Edition are free if you run your own server.

Prices as shown on each vendor’s pricing page on 25 October 2026, in the currency shown there. Monthly prices are for monthly billing unless a yearly price is given.

How to switch from Google Analytics to a European analytics tool

1. Write down what you really use. List the GA4 reports, goals, conversions and Google Ads links your team looks at every month – that tells you whether a simple tool or a full suite fits.
2. Export or import your history. Plausible, Matomo, Pirsch, Swetrix and Simple Analytics can import Google Analytics data; otherwise export the reports you need before you stop GA.
3. Run both tools in parallel. Add the new script next to GA4 for a month and compare the numbers – cookie-free tools usually see visitors that GA4 loses behind the consent banner.
4. Rebuild goals and campaigns. Recreate conversion goals, events and UTM conventions, and if you run ads, set up conversion upload (etracker) or tag rules (Piwik PRO, Matomo).
5. Remove Google’s tags and update your privacy notice. Take out the GA4 and Google Tag Manager code, update your privacy policy, and check with your data protection officer whether your consent banner can be simplified.

Google Analytics alternatives: FAQ

My verdict: which European analytics tool to switch to

If you are a marketing team that uses GA4 together with Google Tag Manager and a consent banner, switch to Piwik PRO: it replaces all three from one EU vendor with data in Sweden. If you run a website and mainly want to know where visitors come from and whether they convert, choose Plausible – simple, cookie-free and open source from $9 a month. If you want every GA feature and can host it yourself, Matomo On-Premise on a European server is free and the most complete. German shops running ads should look at etracker, and small sites on a budget at Pirsch.

Whatever you pick, run it next to Google Analytics for a month before you switch off GA – you will see the difference in your numbers and lose no history.