The market's standard tool: free, powerful and deeply integrated with Google Ads. The problem is the data: it is processed on Google's global servers without EU storage guarantee, legality rests on the contested EU-US Data Privacy Framework and a consent banner is required.
Free even at very large traffic volumes
Unbeatable integration with Google Ads, Search Console and BigQuery
No EU data storage, data processed on Google's global server park
Best for: Ad-driven businesses that depend on the Google Ads ecosystem and accept the USA transfer
EU/EEAWeb analyticsFrom approx 390 SEK/monthEU data storage ✓ISO 27001
Polish GA4 challenger in enterprise class with analytics, tag manager and consent management in one package. The Business plan is hosted by Swedish Elastx, but the free plan is gone – the entry cost is now EUR 35 per month.
The interface is available in Swedish
EU company with Business hosting by Swedish Elastx, so data can stay in Sweden
No free plan is available anymore, only paid plans
Best for: Authorities, healthcare providers and larger companies that want GA-like power with EU sovereignty and Swedish hosting
EU/EEAWeb analyticsFrom approx 100 SEK/monthEU data storage ✓
Estonian, cookieless and lightning-fast analytics tool with all data at Hetzner in Germany, GDPR-friendly without a consent banner. There is no free plan, and the deliberate minimalism means advanced analytics needs hit the ceiling.
EU company (Estonia) with all data at European providers in Germany and Finland
Fully cookieless: no consent banner required for basic measurement
No free plan, only 30-day trial
Best for: Small and medium-sized businesses that want to skip the cookie banner and get understandable statistics on a single page
American top-class lead tracking: calls, forms and chat are tied to the exact ad that generated the customer. For Swedish companies, though, there are three clear downsides: all data is stored and processed in the USA, prices are in USD and usage fees are added on top of the subscription.
Unusually broad lead attribution with calls, forms, chat and e-commerce in the same view
Top ratings from users globally (4.9 out of 5 on both G2 and Capterra); the product itself is excellent
All data is stored and processed in the USA (AWS) under US law, with no stated transfer mechanism in the privacy policy; a red flag in our Schrems III traffic light
Best for: Agencies and ad-driven companies that want to see exactly which campaigns generate calls and leads, and that can handle US data storage.
A Dutch, extremely stripped-down analytics tool without cookies: data never leaves the Netherlands and there is a free plan, though it only keeps 30 days of history. Feature depth is the thinnest in the category.
Dutch company: data is stored only in the Netherlands and never leaves the EU
Completely cookie-free and without personal data, no consent banner needed
Free plan only keeps 30 days of history
Best for: Solopreneurs and small businesses that just want to see visitor numbers without a cookie banner, configuration or analytics expertise
