An alternative to Google Analytics: how we do it at TopLaptop

Picture this: you walk into a shop and are followed by someone with a clipboard and camera. They note down everything you do, film where you look, and store it in a system. Later you buy that data back from that same person – but you don’t pay with money, you pay with your customers’ privacy.

That’s exactly how Google Analytics and Ads work. You think you’re getting insight into your own visitors, but in reality you’re paying with customer data. Google combines data from all the sites your visitors visit to build advertising profiles. You get an information overload of data, but don’t know what to focus on. On top of that, the measurements are unreliable due to ad blockers and browser measures. You’re actually tracking things for Google, not the other way around.

At TopLaptop we do it differently. We use an alternative to Google Analytics that protects your data without sacrificing insight.

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Most websites use Google Analytics 4 (GA4) with a standard WordPress plugin. Here’s how that works in practice:

The data layer:
In WordPress a plugin like Google Tag Manager for WordPress, PixelYourSite or WP Google Analytics Events builds a data layer. This collects information such as:

• Which pages visitors view
• Which products they add to their cart
• Which search terms they use (e.g. “someone searched for docking station”)
• Technical data such as IP address, browser type and screen resolution

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The Tag:
The plugin places a piece of code (the “Tag”) on your website. It takes the information from the data layer and sends it straight to Google. Popular plugins for this are:

• Google Site Kit (official Google plugin)
• MonsterInsights
• ExactMetrics

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The Cookie:
Google places a cookie on your visitor’s computer. This is a unique identifier, so Google recognises the visitor later – not just on your site, but across the entire internet.

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The problem:
Google combines this data not only for your insights, but also for their own advertising network. So they know exactly which websites your visitors visit, what they search for, and which products they buy.

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Compliance:
Many entrepreneurs think Google solves the complexity of compliance (GDPR) for them. Nothing could be further from the truth. You really do need a Consent Management Platform (CMP), such as:

• Complianz
• CookieYes
• Borlabs Cookie

Without a proper CMP you risk fines, and without your own analytics you hand over control.

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The advantage of your own analytics:
If you organise your own analytics (e.g. with Matomo or Plausible), you get:

• Full control over your data
• No dependence on third parties
• More reliable measurements (no ad blocker problems)
• Genuine compliance with the GDPR

In short: it looks like Google makes it easy, but in reality you hand over your data and control. With your own setup you keep everything in-house – and that brings nothing but advantages.

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Our approach: privacy first

At TopLaptop we protect your data like a good host. This is how we apply an alternative to Google Analytics:

• Matomo on our own server in Europe – No data to the US.
• Only data with consent – No tracking without your “yes” via the cookie bar.
• Minimisation – We only send what’s needed (for example the order number, not the product).
• No profiling for statistics – No personal data, no IP addresses, no tracking cookies.

Incognito mode throws away the cookie after you close your browser. But as long as your window is open, the Tag can still watch along. We block the tag at the source – safe for you.

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Plausible vs Matomo: which alternative to Google Analytics suits you?

If you’re looking for an alternative to Google Analytics, Plausible and Matomo are both excellent options. But they have different strengths:

Plausible

• Suitable for: Business websites that want simple, privacy-friendly statistics.
• Pros: Easy to set up, no personal data, no cookies, open source.
• Cons: Limited functionality for advanced tracking (for example ad conversions).

Matomo

• Suitable for: Entrepreneurs who also want to track ads and are looking for an all-in-one solution.
• Pros: Full control, support for ad tracking, more configuration options.
• Cons: Requires more configuration and maintenance.

In short: Plausible is ideal for simple, privacy-focused statistics. Matomo is the better choice if you also want to measure ads and need more functionality.

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Why this matters

You might think: “Handy, that way I get relevant ads.” But consider:

• You are the product – Google earns from your data.
• Unfair competition – Big budgets win, small players disappear.
• No transparency – You don’t know whether you’re seeing the best ad, or just the one from the highest bidder.

We believe: you decide what happens to your data. Not Google, not us – you.

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Technical: how we do it

Our setup is simple but effective:

• Matomo runs on our own server (EU).
• Complianz is our doorkeeper: no data goes out without consent.
• Server-side proxy – Scripts load from our own domain.

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Ready for an alternative to Google Analytics?

At TopLaptop we deliver IT that works, without the hassle. That goes for how we handle data too.

Want an alternative to Google Analytics on your website too?
We’re happy to help you make the switch.
Get in touch or see our solutions.

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