GDPR Analytics Guide: 5 Compliant Tools & Setup Checklist

Although GDPR has been in place for a few years now, you might still be struggling to understand what it is and how it works. Unfortunately, it’s not something that you can simply skim over. An oversight in how your website handles user data can land you in legal hot water. 

If you monitor your site’s traffic and user behavior, you’ll be pleased to learn that there are several GDPR-compliant analytics tools that you can use. Of course, you’ll still want to read up on data privacy laws, so you can choose a solution that helps you cover all the bases.

In this guide, we’ll take a closer look at GDPR and how it affects data collection and processing. We’ll also cover the requirements for analytics tools, and look at some solutions for both WordPress and non-WordPress websites. Finally, we’ll show you how to implement one of these tools on your site, and answer some frequently asked questions. So, let’s dive right in!

What is GDPR?

The General Data Protection Regulation (GDPR) was enacted by the European Union in 2018. It aims to protect user privacy and give individuals control over their personal data.

This regulation requires any business or organization that handles data from EU residents to be more transparent about the way they collect and process personal information. They should fully inform individuals what data is being collected and what it will be used for. 

Meanwhile, individuals should be able to give or withhold their consent for data collection. 

If your website receives traffic from E.U. countries, you must adhere to the GDPR. Even if you mainly target people outside of the E.U., it’s very likely that you’ll still get visitors from this region. 

Businesses that are registered in the United States (or any other country outside of the E.U.) are not exempt from GDPR compliance.

Penalties for non-compliance can be quite significant. For instance, you can get fined up to €10 million or two percent of your global annual revenue for failing to implement data protection measures. 

More severe violations, like denying customers the right to data access and deletion, can lead to penalties of up to €20 million or four percent of the company’s global annual revenue. 

In 2019, Google was fined €50 million in France for lack of transparency regarding data use, and for not properly informing users about personalized ads.

As you can see, GDPR compliance is a must, regardless of where your business is based. 

How does GDPR affect data collection and processing in analytics?

If you collect user data for web analytics, you might be wondering how GDPR affects you. 

Let’s go over the main GDPR rules for collecting, storing, and processing personal data:

1. Data minimization. You must collect the most essential data and nothing more. If you’re using an analytics tool, you should be collecting browsing data only. You’ll want to avoid capturing information that identifies individual users.
2. User consent. Users must give explicit consent before their data is collected or processed. They should also be able to withdraw their consent. You’ve probably noticed that most of the websites you visit display a cookie notice (more on this later) that enables you to accept or reject data collection.
3. Data security and storage. As a website or business owner, you are required to implement measures that protect data from unauthorized access, loss, or breaches. If someone hacks your site, they could get their hands on your data, which may include sensitive information about your visitors.
4. Right to access and deletion (or the “right to be forgotten”). GDPR gives users the right to request access to their data, correct it if it’s inaccurate, or delete it entirely. If you’re using analytics tools on your website, you’ll want to make sure that they include mechanisms to fulfill these requests.

Note that these rules apply to all types of user data. So, while we’re specifically focusing on analytics in this article, you’ll need to ensure that any other information you collect on your website (like customer order details) is processed according to the GDPR requirements.

If you display ads on your website or use affiliate links, you’ll also want to pay extra attention to third-party cookies. These are files that contain data about a user’s browsing behavior, and that are tracked and used by entities other than the website the person is currently viewing. 

Third-party cookies are primarily used in digital marketing to personalize ads or track referral sales. User information collected by one party (e.g. a blogger) may be shared with another (e.g. an affiliate program or advertising network). Therefore, their use could violate data privacy laws like the GDPR. 

Major browsers like Safari, Firefox, and Chrome have implemented restrictions on third-party cookies, but you’ll also want to ensure that you’re using tools that offer alternative methods of tracking. 

Key GDPR articles that are relevant to analytics tools

If you want to learn more about GDPR and its bearing on analytics tools, we’ve put together a list of relevant articles:

• Article 5: Establishes the principles for processing data, including data minimization and storage limitations.
• Article 6: Covers the lawfulness of data processing to help you ensure that data is processed only for legitimate purposes.
• Article 7: Outlines conditions for obtaining valid user consent, including clarity and ease of withdrawal.
• Article 32: Sets requirements for securing data and highlights the need for appropriate security measures.

It’s understandable to feel overwhelmed by all this information. If you’re in doubt about any of these rules and how to implement them, you may want to consult with a data privacy specialist. 

GDPR requirements for analytics tools: key features

Before diving into the best GDPR analytics tools, let’s look at what actually makes them compliant. 

So, here are some features to consider:

• Anonymous data collection. By default, the data that the tool collects should be anonymized or “cookie-free.” This means it can track browsing behavior without identifying individuals. 
• Clear consent mechanisms. GDPR-compliant tools offer built-in consent management features that enable users to opt-in to tracking. For instance, they may include a cookie notice that’s displayed as a banner or a pop-up window when a user visits your website. Through this notice, visitors are able to reject or accept data collection and manage the information that is collected. 
• Robust security measures. Your analytics tool must have strong security protocols, like data encryption, to protect user information from unauthorized access and cyber-attacks.
• User data control options. The analytics tool must enable the website administrator to fulfill requests for data deletion, access, and modification. 

If you’re worried about inadvertently violating a GDPR rule, choosing a solution that includes all of these features should help set your mind at ease. 

The top five GDPR-compliant analytics tools for 2025

To make things a little easier for you, we’ve put together a list of the best GDPR-compliant analytics tools, for both WordPress and non-WordPress websites. 

1. Jetpack Stats

Jetpack Stats is a powerful, GDPR-compliant analytics solution designed specifically for WordPress users. It’s part of the Jetpack suite of services developed by Automattic, the same people behind WordPress.com. 

With Jetpack Stats, you’ll have access to real-time data. This includes the number of visitors, likes, and comments on your website. 

You’ll also know where your visitors are coming from geographically, which sources bring traffic to your website, and your most popular posts and pages. All of this data is presented through user-friendly graphs and reports. 

Jetpack takes GDPR compliance seriously. Data is collected anonymously and hosted on secure servers. 

Additionally, Jetpack transfers data out of the E.U. in adherence to the GDPR. As a user, you can request a copy of the data that’s associated with your Jetpack account.

Jetpack even provides tools that make your site compliant. This includes a Privacy Policy Helper to help you create a custom policy and a customizable cookie notice. 

Best for:

Jetpack Stats is an excellent choice for WordPress users of all experience levels. It’s especially ideal if you’re looking for an all-in-one solution with minimal setup. You’ll be able to view all of your reports from your WordPress dashboard. 

Price:

If you have a personal or non-commercial site, you can get started with Jetpack Stats for free (but you’ll have limited features). You can upgrade to a commercial license for $8.33 per month.

2. Matomo

Matomo (formerly known as Piwik) is an open-source analytics tool that places user privacy at the forefront. It gives you full ownership of your data — you can install and manage Matomo on your own servers. 

Once you add the Matomo tracking code to your site, you’ll get real-time data and reports on your visitors.

Some of the GDPR-compliance features offered by Matomo include data and IP anonymization. Users are able to opt out of all tracking and view the data collected. 

Best for:

This is a great choice for organizations that need to store a lot of data and want full control over how it’s stored and used. There’s no limit to the amount of data you can store. 

Pricing:

If you’re self-hosting Matomo, the software can be downloaded for free. 

If you opt for Matomo’s cloud-hosted solution, the price will be based on the number of hits your website gets per month. For 50,000 hits, you’ll pay $26 per month. 

3. Plausible

Plausible is a lightweight and open-source analytics solution. You can integrate it with WordPress and other popular website builders.

This tool enables you to track user behavior without collecting identifiable information (PII). Also, it doesn’t use cookies, and there’s no tracking across devices, websites, or apps. 

Plausible stores your analytics on its cloud servers, but you own and control all of your website data. You can delete any collected information at any time. 

Since this is an open-source software, you have the option to self-host. 

Best for:

Plausible might be the right solution if you’re looking for a straightforward analytics tool without cookies or unnecessary tracking. 

Pricing:

Plausible has three main plans: Growth, Business, and Enterprise. These all start at different price points, depending on your monthly page views. 

For example, if your site gets up to 10,000 views per month, you’ll pay a monthly fee of $9 for the Growth plan (supports up to 10 sites and 3 team members) and $19 for the Business plan (50 sites and 10 team members).

The Enterprise plan is for those who have over 50 sites and 10 team members. You’ll need to contact the team for a custom quote. 

4. Fathom Analytics

Fathom Analytics works with any content management system (CMS) and framework. It requires minimal setup and the script is just a single line of code. 

Fathom anonymizes IP addresses and other personal data without using cookies. This information is stored on Fathom’s servers, but you have full ownership.

With Fathom, you’ll get real-time analytics, free from bots, scrapers, and spam traffic. You can use custom events to collect specific data, like newsletter signups, link clicks, and sales.

Best for:

Fathom has a clean, easy-to-use interface, making it an ideal option for beginners. It’s also super flexible, integrating with a variety of website builders including WordPress and Vue.js, so almost anyone can use it. 

Pricing:

Plans start at $15 per month for up to 50 websites and 100,000 monthly visits. You’ll have access to ecommerce and event tracking, and you’ll be able to easily integrate Fathom with any CMS or framework.

5. Simple Analytics

As its name suggests, Simple Analytics aims to offer an easy solution with a user-friendly dashboard. You’ll even get an AI assistant that helps you understand your data. 

Simple Analytics is based and hosted in the E.U.. It collects minimal data and is entirely cookie-free. 

The software comes with tools that help you track your goals and conversion funnels. It works with many platforms, including WordPress.

Simple Analytics also supports multiple frameworks, like React, Gatsby, Django, and Vue. 

Your data will be stored on secure servers as encrypted lines of code. The encryption key is kept in a remote location protected by two-factor authentication. Therefore, it’s almost impossible for hackers to get your information. 

Best for:

Simple Analytics is ideal for small businesses as it’s very easy to use. 

If you’ve just started a website, or you have a hobby project, Simple Analytics has a free plan for you. This is perfect if you want to try a powerful analytics tool but don’t have the budget for a premium option. 

Pricing:

The Simple plan starts at $15 per month for up to 10 sites. It’s specifically designed for professionals and solopreneurs. 

Meanwhile, the Team plan starts at $40 per month and supports up to 2 users and 20 sites. There’s also an Enterprise plan, but you’ll need to contact the team for a quote. 

How to implement GDPR-compliant analytics on your WordPress website

Now, let’s look at how to set up a GDPR-compliant analytics tool on your website.

For this tutorial, we’ll be using Jetpack Stats. This is a free tool for WordPress websites, and you can have it up and running on your site in just a few minutes. 

Step 1: Install and activate Jetpack

First, go ahead and install Jetpack. You can do this from your WordPress dashboard by navigating to Plugins → Add New Plugin.

Look for the plugin and click on Install Now, followed by Activate. You’ll then need to complete a setup wizard and connect to your WordPress.com account.

You’ll be prompted to select a Jetpack plan, but you can choose Start with Jetpack Free.

Step 2: Configure Jetpack Stats

Jetpack Stats is activated by default, but you can configure its settings. To do this, navigate to Jetpack →  Settings → Traffic and look for the Jetpack Stats section.

For instance, you can ask it to collect views from logged-in users like customers and subscribers. You can also decide who will have access to Jetpack Stats.

To view your reports, go to Jetpack →  Stats.

Since Jetpack Stats is fully GDPR-compliant, you will see the number of views on your posts and pages, but you won’t be able to view which user visited that post or page. Jetpack does not give you access to identifiable data like IP addresses, WordPress.com IDs, or WordPress.com usernames. 

Step 3: Add the cookie notice and consent banner

Jetpack Stats is now fully set up and will start collecting data about site visits and user behavior. 

From your end, there are still a few things you’ll need to do. This includes creating a cookie notice.

Jetpack comes with a Cookies & Consents Banner widget. In your WordPress dashboard, click on Appearance → Widgets. 

Now, select a widget area. Click to add a block and look for Cookies & Consents Banner.

Once you add your cookie banner, you’ll be able to customize it. For instance, you can replace the default message with your own and add a link to your privacy policy.

Don’t worry if you don’t already have a privacy policy. We’ll show you how to create one in a minute. 

You can also customize the button text and choose between a light and dark color scheme for the banner.

The cookie banner will appear at the top or bottom of the screen, based on your selected preference.

However, it’s important to ensure that all the pages on your site (including your posts) have the widget area where you placed the banner, or it won’t display. To be safe, you’ll want to add it to a global element like the footer.

Step 4: Create (or customize) your privacy policy

Finally, you’ll want to create your privacy policy. You can read our detailed guide on how to write one for your website.

If you use a plugin or any third-party tool that collects user data, you’ll want to mention it in your privacy policy. This includes any Jetpack features.

To make things easier for you, the Jetpack Privacy Policy Helper has ready-made text snippets that detail how data is collected and used. You’ll find information about different Jetpack features, including comments, brute-force protection, contact forms, and stats.

If you click on a feature like Jetpack Stats, you’ll see the relevant data information which you can simply copy and paste into your privacy policy.

You’ll want to do this for every Jetpack feature that is enabled on your website. 

Frequently asked questions

GDPR is not a straightforward topic, so it’s fine if you still have some questions. In this section, we’ll answer some of them.

What is the difference between anonymization and pseudonymization in analytics?

The difference is whether the data can ever be linked back to a person. Anonymization means you strip away all identifying details so that no one can ever figure out who the user was. This process cannot be reversed.

Pseudonymization is different. It replaces the real name or ID with a fake code. However, you often keep a “key” that can link the code back to the real person later. The law treats pseudonymized data as personal data. It still needs strict protection. Only fully anonymized data is free from most GDPR restrictions.

How do I know if an analytics tool is GDPR-compliant? 

Many tools will claim to be GDPR-compliant. You can verify this by looking for privacy-first features like anonymous data collection, cookie-free tracking, and robust consent mechanisms.

What are the consequences of using a non-GDPR-compliant analytics tool? 

Failure to comply with the GDPR can result in significant fines and legal issues. It can also do irreparable damage to your brand reputation.

Can I use any analytics tool for my business if I’m based outside the EU? 

Yes, but if you collect data from E.U. residents, you must follow GDPR rules to avoid potential legal repercussions. Even if you mainly cater to a non-E.U. audience, you’re very likely to get people from the E.U. visiting your site (whether by chance or intentionally). 

To be on the safe side, you should use a GDPR-friendly analytics tool, regardless of your location. 

How does consent management work in GDPR-compliant analytics tools? 

GDPR-compliant tools have built-in consent features that allow users to opt in or out of tracking. This is usually in the form of a banner or pop-up window that appears when a visitor lands on your website. 

Visitors will be able to allow or reject cookies and even manage the data that is collected. 

Your cookie consent form should contain a link to your privacy policy, so visitors are able to find out more about how you process their data. 

Can GDPR-compliant tools still track user behavior effectively? 

Yes, many GDPR-compliant tools still provide meaningful insights without infringing on user privacy. They only collect the data you need and use cookie-free tracking so that identification information like IP addresses is protected.

Are there free GDPR-compliant analytics tools available? 

Yes, Jetpack Stats offers a free plan for non-commercial use with robust GDPR-compliant features. You’ll also get a customizable cookie banner. 

Jetpack Stats: GDPR-compliant analytics for WordPress

Jetpack Stats is a standout option among GDPR-compliant tools, particularly for WordPress users. It prioritizes anonymous data collection while still providing you with valuable insights into your site’s audience and traffic. For instance, you’ll be able to see where your visitors are coming from, which posts and pages they like most, and more. 

When you install Jetpack on your website, you’ll also get a cookie banner widget that you can display on all pages and posts. This will include a link to your privacy policy, and it gives users the option to consent to data collection or opt out. 

Are you ready to make your website GDPR-compliant? Get started with Jetpack Stats today!