Privacy-first analytics tools: A new wave in website analytics

Published on
June 18, 2023
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In the ever-evolving landscape of website management, an increased emphasis on privacy and user-friendliness is driving a shift in how site owners approach analytics.


The digital age is characterised by an increased focus on privacy. As conscientious website administrators, ensuring compliance with privacy laws and maintaining the comfort of visitors is paramount. Privacy-first analytics tools offer a solution, eschewing user tracking or collection of personally identifiable information. This approach not only helps avoid the intrusion of retargeting ads but also ensures visitors' data remains secure. With regulations like GDPR and CCPA in place, the focus on user privacy has never been more significant.

It's important to note that the shift towards privacy is not just happening on the website owner's side. Modern browsers, smartphones, and other digital devices are increasingly adopting privacy and non-tracking as default settings. Apple's recent iOS updates, for example, have brought privacy to the forefront with features like App Tracking Transparency, which requires apps to get the user's permission before tracking their data across apps or websites owned by other companies. This trend towards privacy by default means that privacy-first analytics tools are more in line with the evolving digital landscape.

User experience

Privacy-first analytics tools not only benefit website owners but also dramatically improve the user experience. One of the key advantages of these tools is the elimination of cookie banners. We've all seen the pop-ups asking for consent to track cookies - they can be intrusive and disrupt the user experience. Since privacy-first analytics tools do not track users or collect any personally identifiable information, there is no need for cookie banners. This results in a cleaner, more user-friendly experience.

Handling cookie rejections is another challenge that privacy-first analytics tools help overcome. When users reject tracking cookies, it can be difficult for website owners to gather meaningful analytics. However, because privacy-first tools do not rely on tracking cookies, they provide accurate analytics data without the need for user consent to cookies.

The beauty of privacy-centric analytics tools lies in their simplicity. They are designed to be user-friendly, meaning you don't have to be a data analyst to glean insights from your website's data. These tools offer user-friendly dashboards that provide an easy way to track your website's performance and identify areas for improvement. Metrics such as visitor numbers, their geographical locations, the pages they spend most time on, and much more are readily available.

This simplicity is particularly notable when compared to more complex platforms like GA4, which require setting up event tracking and custom dimensions to gather necessary data. In contrast, privacy-first alternatives offer the required data right out of the box, enabling immediate tracking of website performance without hours of complicated setup.

Powerful insights

Yet, these tools are not just about simplicity and privacy; they offer powerful insights as well. They allow site owners to identify which pages are driving the most conversions, the traffic sources bringing in the most valuable visitors, and the pages that need optimisation for better performance. With these insights in hand, making data-driven decisions becomes an easier task, driving business growth.

The advantages of privacy-centric analytics tools extend to their cost-effectiveness as well. The belief that powerful analytics should be accessible to everyone, irrespective of their budget, has led to many of these tools offering plans that cater to a range of budgets.


The move towards privacy-first analytics tools is a stride in the right direction for those seeking alternatives to conventional analytics platforms. Offering a combination of user privacy, simplicity, powerful insights, and affordability, these tools present a viable solution for website administrators. Exploring these tools might just be the key to unlocking the potential for business growth while maintaining user trust and privacy.

Overwhelmed by the torrent of data churned out by conventional analytics tools and concerned about the privacy of their visitors, many are turning to powerful and privacy-centric analytics alternatives. These tools, designed with a privacy-first approach, offer a refreshing change from the norm.

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Wiser is here to transform your understanding of Website Analytics. Our platform provides valuable insights that can help your team focus on areas that need improvement, and foster a culture of growth and innovation.

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