The Story

I spent years as a Google Analytics certified partner, helping European businesses set up tracking, build dashboards, and interpret data. Then GDPR enforcement started getting serious — and I realized most of my clients were sitting on compliance time bombs.

The solution wasn’t to add more cookie banners. It was to switch to analytics tools that don’t need them in the first place.

Since then, I’ve migrated 50+ websites from GA4 to privacy-first alternatives like Plausible, Fathom, Matomo, and Umami. Every migration taught me something new about what businesses actually need from analytics — and what they can safely ignore.

My Philosophy

“Analytics should answer questions, not create them. Most businesses need 20% of the features GA4 offers — and that 20% works better in simpler tools.”