10 Best European Alternatives to Google Analytics (2026)
Google's web and app analytics service, free for most sites, with a paid Analytics 360 tier for large companies. GA4 is the current version and links to Google Ads and Google's other marketing tools. It's also known as GA4 and Google Analytics 4. The European alternatives that replace it best are Piwik PRO (Poland) for larger teams that need GA4-level depth and tagging, Plausible Analytics (Estonia) for sites that want simple traffic stats without consent banners and Simple Analytics (Netherlands) for marketing teams that need basic traffic and campaign numbers.
European alternatives
10
From 7 countries
Keep data in Europe
8
By default, no setting needed
With a free plan
5
No time limit
Open source
3
Can run on your own servers
Google Analytics alternatives from Europe, compared
Best first for someone replacing Google Analytics. Headcount and founding year come from LeadWave's database; prices, hosting and G2 ratings from each company's own pages and G2, checked in November 2026.
Web and app analytics with a tag manager, consent manager and customer data features. Aimed at organisations in regulated sectors such as healthcare, banking and the public sector.
Compared with Google Analytics: Closest to GA4 in scope: web and app analytics, tag manager and consent tool, hosted in Sweden. Paid from €36 a month; no free plan, unlike GA.
Larger teams that need GA4-level depth and tagging
2. Plausible Analytics
Cookie-free website analytics on one page
Open-source website analytics that counts visits without cookies or personal data. The hosted service runs on EU infrastructure, and a free Community Edition can be self-hosted.
Compared with Google Analytics: One-page dashboard without cookies, EU-hosted, open source. Far fewer reports than GA4 and no Google Ads audiences; paid from $9 a month.
Imports historical data from Google Analytics.
Headquarters
Tartu, Estonia
Founded
2018
Employees
10
Your data
In Europe
Price
From $9/month
Free plan
No
Best for
Sites that want simple traffic stats without consent banners
3. Simple Analytics
Website analytics without cookies or personal data
A small, self-funded Dutch company's analytics service: pageviews, referrers, campaigns and events, collected without cookies or personal data and stored in the EU.
Compared with Google Analytics: Cookie-free pageviews, referrers and campaigns stored in the EU. Much simpler than GA4, with no user-level or ads features. Has a free plan.
Marketing teams that need basic traffic and campaign numbers
4. etracker
German web analytics with cookie-less session tracking
Long-running German web analytics product with e-commerce, campaign and UX reports, plus tag and consent managers. Data is processed in a Hamburg data centre. Owned by the Berlin-based JustRelate group.
Compared with Google Analytics: German alternative with e-commerce, campaign and UX reports and conversion upload to ad platforms. Data stays in Hamburg; 12-month contracts.
Headquarters
Hamburg, Germany
Owned by
JustRelate (Germany)
Your data
In Europe
Price
From €10.80/month, billed yearly
Free plan
No
Best for
German-speaking businesses that want analytics run in Germany
5. Pirsch Analytics
Cookie-free website analytics hosted in Germany
German web analytics service that recognises visits without cookies. Adds funnels, events, A/B testing and a URL shortener; the cloud version runs on servers in Germany.
Compared with Google Analytics: Cookie-free stats with funnels and A/B tests, hosted in Germany, from $6 a month. Smaller feature set and integrations than GA4.
Imports historical data from Google Analytics.
Headquarters
Rheda-Wiedenbrück, Germany
Your data
In Europe
Price
From $6/month
Free plan
No
Best for
Small sites and agencies wanting low-cost cookie-free stats
6. Swetrix
Open-source web analytics with error and speed tracking
Open-source, cookie-free web analytics that also tracks page speed and JavaScript errors. The cloud service stores data in Germany; a free Community Edition can be self-hosted.
Compared with Google Analytics: Open-source, cookie-free analytics that adds speed and error tracking. EU-hosted cloud or self-hosted; no free cloud plan and fewer marketing reports than GA4.
Developers who want traffic, errors and speed in one tool
7. TWIPLA
Website analytics with heatmaps, recordings and surveys
Cookie-less website analytics from Visitor Analytics GmbH that bundles traffic stats with session recordings, heatmaps, funnels and on-site surveys. Data is processed on servers in Germany.
Compared with Google Analytics: Traffic stats plus heatmaps, recordings and surveys on German servers, with a free plan. Plans are priced by pageviews, and reports are lighter than GA4's.
Small businesses wanting stats and heatmaps in one tool
8. Koko Analytics
Privacy-friendly analytics plugin for WordPress
A WordPress plugin that counts visits inside your own site and database, with no cookies and no third-party service. The core plugin is free and GPL-licensed; Pro adds reports.
Compared with Google Analytics: For WordPress only: stats stay in your own site database, with no cookies. Covers basic metrics; no funnels or ads reporting.
Headquarters
Netherlands
Founded
2010
Your data
Self-hosted
Price
From €59/year, billed yearly
Free plan
Yes
Best for
WordPress sites that want stats without an external service
9. Contentsquare
Experience analytics: replays, heatmaps and journeys
Behaviour analytics platform showing how visitors use a site through session replays, heatmaps, funnels and journeys. Since 2024 it bundles the Hotjar and Heap products it acquired.
Compared with Google Analytics: Replays, heatmaps and journeys that show why visitors drop off; includes Hotjar. Often used alongside a traffic tool rather than replacing GA4 outright.
Teams fixing UX and conversion problems on busy sites
10. Mouseflow
Session replay, heatmaps and funnels for websites
Danish behaviour analytics tool that records sessions and builds heatmaps, funnels and form reports to show where visitors drop off. Data is stored in the EU.
Compared with Google Analytics: Danish session replay and heatmap tool with EU storage. Complements traffic analytics; it does not replace GA's acquisition and ads reports.
Often called European alternatives to Google Analytics, but run from outside Europe today, so they aren't in the ranking above.
Matomo
Open-source web analytics, cloud or self-hosted
Open-source analytics with reports close to Google Analytics, from heatmaps to e-commerce. Started as Piwik in London in 2007; the company behind it, InnoCraft, is in New Zealand. Matomo Cloud stores data in Frankfurt.
Compared with Google Analytics: Open-source tool with GA-style reports, self-hosted or on Matomo Cloud in Frankfurt. Started in London; its company is now in New Zealand.
Teams that want GA-style reports on their own servers
Why look for a European alternative to Google Analytics?
Google Analytics is headquartered in Mountain View, United States and owned by Google (Alphabet) (United States). These are the reasons buyers in Europe most often give for looking elsewhere:
Data-protection authorities in Austria (January 2022), Italy (June 2022) and Sweden (July 2023) found that specific websites' use of Google Analytics sent personal data to the US unlawfully.
Those decisions came before the EU-US Data Privacy Framework of 10 July 2023. Google is certified under it, which allows such transfers again; some buyers prefer not to rely on it.
GA4 uses first-party cookies, so EU sites usually ask consent first. When visitors refuse, Google fills the gaps with modelled data rather than measured visits.
How this list was made
A company counts as European if it's headquartered in Europe: the EU, the EEA, Switzerland, the UK, or elsewhere in geographic Europe, never Russia or Belarus. Headquarters means where it's run from, not a registered office. Companies founded in Europe but headquartered elsewhere today are listed separately, and a non-European owner is always named.
Each company was checked against its own legal notice, pricing page and data-processing terms, and its G2 page. Headcount, funding and founding year come from LeadWave's database of SaaS companies. No company paid to be listed or ranked.
It depends on what you use Google Analytics for. Piwik PRO (Poland) for larger teams that need GA4-level depth and tagging, Plausible Analytics (Estonia) for sites that want simple traffic stats without consent banners and Simple Analytics (Netherlands) for marketing teams that need basic traffic and campaign numbers. All 10 on this page are headquartered in Europe; the table compares their hosting, prices and G2 ratings.
No. Google Analytics is headquartered in Mountain View, United States and owned by Google (Alphabet) (United States). As a US company it falls under US law, including the CLOUD Act, wherever it stores your data.
Simple Analytics, TWIPLA, Koko Analytics, Contentsquare and Mouseflow have a free plan with no time limit.
Piwik PRO, Plausible Analytics, Simple Analytics, etracker, Pirsch Analytics, Swetrix, TWIPLA and Mouseflow store customer data in Europe by default.
Yes: Plausible Analytics, Swetrix and Koko Analytics. Open-source tools can also be self-hosted on your own servers in Europe.
Plausible Analytics, Pirsch Analytics and Swetrix document an import from Google Analytics; the details are under each one below.
Matomo has European roots but is headquartered in Wellington, New Zealand today. That's why it isn't in the ranking above.
Regulators in Austria, Italy and Sweden ruled in 2022 and 2023 that specific sites used it unlawfully, because data went to the US. Since July 2023 the EU-US Data Privacy Framework, which Google has joined, covers such transfers. Consent rules for its cookies still apply.
Google says GA4 collects data from EU, Swiss and UK users through servers in those regions and drops their IP addresses before logging. Google relies on the Data Privacy Framework for transfers to the US.
Piwik PRO (Poland) and etracker (Germany) cover similar ground, including e-commerce and ad conversions. Plausible, Simple Analytics and Pirsch are simpler and work without cookies.
