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February 3, 2019 12:34 pm

Is It Time To Ditch Google Analytics?

"In the last year, a swell of privacy-focused website analytics platforms have started to provide an alternative to Google's tracking behemoth," reports Fast Company. An anonymous reader shares their article about startups providing "privacy-centric analytics, claiming not to collect any personal data and only display simple metrics like page views, referral websites, and screen sizes in clean, pared-down interfaces." While Simple Analytics and Fathom are both recent additions to the world of privacy-focused data analytics, 1.5% of the internet already uses an open-source, decentralized platform called Matomo, according to the company... "When [Google] released Google Analytics, [it] was obvious to me that a certain percent of the world would want the same technology, but decentralized, where it's not provided by a centralized corporation and you're not dependent on them," says Matthieu Aubry, Matomo's founder. "If you use it on your own server, it's impossible for us to get any data from it." Aubry says that 99% of Matomo users use the analytics code, which is open for anyone to use, and host their analytics on their own servers -- which means that the company has no access to it whatsoever. For Aubry, that's his way of ensuring privacy by design. United Nations, Amnesty International, NASA, and the European Commission and about 1.5 million other websites use Matomo. But Matomo also offers significantly more robust tracking than Fathom or Simple Analytics -- Aubry says it can do about 95% of what Google Analytics does. Still, there are a few key differences. Like Simple Analytics, Matomo honors Do Not Track.... The rise of these analytics startups speaks to a growing desire for alternatives to the corporate ecosystems controlled by giants like Google, Amazon, and Apple, a swell that has helped privacy-focused search engine Duck Duck Go reach 36 million searches in a day. There's even an entire website dedicated to alternates to all of Google's services. For Aubry of Matomo, this concentration of power in the hands (or servers) of billion-dollar companies is the reason to support smaller, decentralized networks like his own that share code. "We want to control our future technology -- be able to understand it, study it, see what it does beneath the hood," he says. "And when it doesn't work we can fix it ourselves."

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