Matomo
GDPR-compliant Matomo is also free and open source
Ethical Alternatives & Resources
Analytics
Fathom
Fathom provides simple website stats without tracking or storing users' personal data
Simple Analytics
"Simple, clean and friendly" analytics, with a focus on user privacy
Countly
Analytics platform for securely tracking across web, desktop, and mobile
AT Internet
Web analytics with built-in compliance
Plausible
Lightweight, non-intrusive alternative to Google Analytics
GoSquared
Web analytics engineered for privacy
TallyLab
TallyLab is a data tracking app where your data is your data, and you alone reap the insights
Arnold Analytics
Simple, green hosted analytics
Piwik PRO
An alternative to Google Analytics with a focus on user privacy and data security
Offen
Lightweight, self-hosted and GDPR-compliant