{"id":199943842,"date":"2026-02-27T08:49:00","date_gmt":"2026-02-27T07:49:00","guid":{"rendered":"https:\/\/www.shellrent.com\/blog\/?p=199943842"},"modified":"2026-02-27T09:49:16","modified_gmt":"2026-02-27T08:49:16","slug":"google-analytics-quali-alternative","status":"publish","type":"post","link":"https:\/\/www.shellrent.com\/blog\/google-analytics-quali-alternative\/","title":{"rendered":"Google Analytics: quali alternative?"},"content":{"rendered":"\n<p>Per anni, dire &#8220;analisi dei dati web&#8221; \u00e8 equivalso a dire <strong>Google Analytics<\/strong>. \u00c8 stato il compagno di viaggio di milioni di marketer, passando dalla storica versione Universal alla pi\u00f9 complessa (e discussa) GA4.<\/p>\n\n\n\n<p>Tuttavia, il panorama \u00e8 cambiato. Tra le preoccupazioni sulla <strong>privacy<\/strong> (GDPR in primis), la curva di apprendimento ripida di GA4 e il desiderio di dati pi\u00f9 &#8220;puliti&#8221; e meno campionati, molti professionisti stanno guardando altrove.<\/p>\n\n\n\n<p>Esiste vita oltre Google? Assolutamente s\u00ec. Ecco le migliori alternative divise per necessit\u00e0.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Indice dei contenuti:<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69e74961e636a\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #282828;color:#282828\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #282828;color:#282828\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69e74961e636a\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.shellrent.com\/blog\/google-analytics-quali-alternative\/#Facciamo_un_breve_excursus\" >Facciamo un breve excursus<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.shellrent.com\/blog\/google-analytics-quali-alternative\/#Alternative_a_Google_Analytics\" >Alternative a Google Analytics<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.shellrent.com\/blog\/google-analytics-quali-alternative\/#Plausible_Analytics\" >Plausible Analytics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.shellrent.com\/blog\/google-analytics-quali-alternative\/#Matomo\" >Matomo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.shellrent.com\/blog\/google-analytics-quali-alternative\/#Publytics\" >Publytics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.shellrent.com\/blog\/google-analytics-quali-alternative\/#Fathom_Analytics\" >Fathom Analytics<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.shellrent.com\/blog\/google-analytics-quali-alternative\/#In_conclusione\" >In conclusione<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Facciamo_un_breve_excursus\"><\/span>Facciamo un breve excursus<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Nel 2022, il Garante della Privacy ha ammonito un\u2019azienda a causa dell\u2019uso di Google Analytics, che \u00e8 risultato non essere conforme alla normativa prevista dal GDPR.<\/p>\n\n\n\n<p>Pur creando scompiglio, il provvedimento dell\u2019autorit\u00e0 italiana non \u00e8 stato esattamente un fulmine a ciel sereno, ma simula le decisioni prese dapprima dall\u2019autorit\u00e0 austriaca per la protezione dei dati personali e successivamente da quella francese.<\/p>\n\n\n\n<p>Per ricercare le motivazioni che hanno portato alcuni Garanti della Privacy di Paesi UE a ritenere illegittimo l\u2019utilizzo di Google Analytics, facciamo un passo indietro.<\/p>\n\n\n\n<p><strong>Google Analytics \u00e8 un servizio di analisi web<\/strong>, concesso in forma gratuita da Google, che sfrutta i cookies per fornire dati e statistiche dettagliate sui visitatori di un sito web. La piattaforma consente ai gestori di raccogliere informazioni rispetto a una serie di dati, fotografando i comportamenti, le caratteristiche demografiche, economiche e tecniche degli utenti. Tra queste rientrano l\u2019indirizzo IP, il sistema operativo, la versione del browser, la lingua selezionata, data e ora della visita, la localizzazione geografica dell\u2019internauta.<\/p>\n\n\n\n<p>Google Analytics trasferisce questi dati negli Stati Uniti e pi\u00f9 precisamente in California, dove ha sede il colosso, ovvero in un Paese che non prevede un livello di protezione conforme con gli standard del GDPR. In particolare, l\u2019indirizzo IP costituisce un dato personale e, pur se parzialmente oscurato con \u201c<em>IP Anonymization<\/em>\u201d, non diverrebbe un dato anonimo considerata la capacit\u00e0 di Google di combinarlo con altri dati in suo possesso, ad esempio l&#8217;indirizzo email.<\/p>\n\n\n\n<p>Questa la ragione che ha spinto il Garante della Privacy austriaco a pronunciarsi in merito all\u2019uso dei&nbsp;cookies&nbsp;di Google Analytics; a ruota anche l\u2019authority d\u2019oltralpe ha ritenuto che il servizio violasse il GDPR. La stretta contro GA nasce da una serie di reclami presentati in tutti i paesi continentali nel 2020 da <em>NOYB<\/em>, centro europeo per i diritti digitali. Le denunce fanno seguito alla sentenza della Corte di Giustizia UE, che aveva invalidato l\u2019accordo (Privacy Shield) sui trasferimenti transatlantici di dati personali a scopo commerciale tra l\u2019UE e gli USA.<\/p>\n\n\n\n<p>L&#8217;avvento di\u00a0GA4 con tracciamento Server-Side \u00e8 stata una soluzione in modo che i dati raggiungessero un server localizzato in UE.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Alternative_a_Google_Analytics\"><\/span>Alternative a Google Analytics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Le piattaforme di analisi web gratuite spesso hanno funzionalit\u00e0 limitate, ma possono comunque rappresentare&nbsp;un giusto compromesso. Chi gestisce un sito web pi\u00f9 strutturato, al contrario, potrebbe avere necessit\u00e0 di disporre di una soluzione avanzata. Di seguito, illustriamo qualche alternativa a Google Analytics in linea con la normativa del GDPR.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Plausible_Analytics\"><\/span>Plausible Analytics<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Si tratta di una soluzione open source e leggera, pensata per favorire la facilit\u00e0 d&#8217;uso rispetto alla quantit\u00e0 di funzionalit\u00e0. La dashboard, infatti, ricorda molto quella di Google Analytics, ma le statistiche sono consultabili da un\u2019unica interfaccia.<\/p>\n\n\n\n<p>Plausible non utilizza cookie, ci\u00f2 significa che \u00e8 conforme al GDPR. Utilizzando questo strumento, tutte le misurazioni del sito vengono eseguite in modo assolutamente anonimo. L&#8217;obiettivo di Plausible \u00e8 tracciare le tendenze e il traffico generale di un sito web, non i singoli visitatori.<\/p>\n\n\n\n<p>La piattaforma, inoltre, si appoggia su un\u2019infrastruttura europea e non effettua alcun tracciamento cross-site o cross-device.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"505\" height=\"422\" src=\"https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/plausible.jpg\" alt=\"plausible\" class=\"wp-image-199943956\" srcset=\"https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/plausible.jpg 505w, https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/plausible-300x251.jpg 300w, https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/plausible-360x301.jpg 360w\" sizes=\"(max-width: 505px) 100vw, 505px\" \/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Matomo\"><\/span>Matomo<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Dopo Google Analytics, \u00e8 il software pi\u00f9 utilizzato per raccogliere report dettagliati e in tempo reale sui visitatori. Offre agli utenti la possibilit\u00e0 di&nbsp;importare lo storico da Universal Analytics, in modo tale da conservare i dati raccolti nel corso degli anni.<\/p>\n\n\n\n<p>Matomo dispone di un&#8217;interfaccia intuitiva e completamente personalizzabile: \u00e8 possibile trascinare e rilasciare i widget che si desidera visualizzare e, dunque, creare una visualizzazione dei dati su misura. Integra anche funzionalit\u00e0 per il monitoraggio del comportamento degli utenti, mediante l\u2019implementazione di\u00a0<a href=\"https:\/\/www.shellrent.com\/blog\/cose-una-heatmap-e-perche-e-fondamentale-per-luser-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">Heatmap<\/a>, Scroll Depth,\u00a0Session Recordings\u00a0e altro ancora.<\/p>\n\n\n\n<p>Il software \u00e8&nbsp;open source ed \u00e8 particolarmente attento in materia di privacy.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"700\" src=\"https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/matomo-1024x700.png\" alt=\"matomo\" class=\"wp-image-199943957\" style=\"width:511px;height:349px\" srcset=\"https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/matomo-1024x700.png 1024w, https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/matomo-300x205.png 300w, https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/matomo-768x525.png 768w, https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/matomo-360x246.png 360w, https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/matomo-1536x1049.png 1536w, https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/matomo-2048x1399.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Publytics\"><\/span><a><\/a><strong>Publytics<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Nata come soluzione su misura per editori, publishers e newsrooms, Publytics \u00e8 una piattaforma di web analytics italiana che si pone come soluzione alla complessit\u00e0 di GA4. Il suo principale vantaggio \u00e8 il connubio tra la semplicit\u00e0 della dashboard e la precisione dei dati, offrendo report intuitivi e misurazioni in tempo reale senza mai ricorrere al campionamento, rivelandosi una soluzione accurata e al contempo economica.<\/p>\n\n\n\n<p>In aggiunta, Publytics fa della tutela dei dati il suo punto di forza principale. La piattaforma \u00e8 100% GDPR compliant e <em>Privacy First<\/em>: utilizza un sistema di tracciamento <em>cookieless<\/em> (senza cookie) e non raccoglie n\u00e9 memorizza alcuna informazione personale legata ai visitatori.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"519\" src=\"https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/realtime_overview-1024x519.png\" alt=\"Publytics overview\" class=\"wp-image-199948462\" style=\"width:520px\" srcset=\"https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/realtime_overview-1024x519.png 1024w, https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/realtime_overview-300x152.png 300w, https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/realtime_overview-768x389.png 768w, https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/realtime_overview-360x182.png 360w, https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/realtime_overview-1536x778.png 1536w, https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/realtime_overview.png 1838w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Fathom_Analytics\"><\/span>Fathom Analytics<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Il modello di business di Fathom si concentra sulla privacy e raccoglie solamente le metriche pi\u00f9 importanti visualizzabili su un&#8217;unica dashboard e il cui filtraggio \u00e8 intuitivo e veloce. Ha una visione completa del traffico del sito grazie a uno script che raggira gli ad-blocker.<\/p>\n\n\n\n<p>Fathom \u00e8 conforme al\u00a0GDPR, non utilizza cookie n\u00e9 salva indirizzi IP ed \u00e8 completamente trasparente su\u00a0come elabora i dati.\u00a0Molto simile a Plausible per filosofia.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"683\" height=\"501\" src=\"https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/Fathom-Analytics.jpg\" alt=\"Fathom Analytics\" class=\"wp-image-199943961\" style=\"width:516px;height:378px\" srcset=\"https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/Fathom-Analytics.jpg 683w, https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/Fathom-Analytics-300x220.jpg 300w, https:\/\/www.shellrent.com\/blog\/wp-content\/uploads\/2022\/09\/Fathom-Analytics-360x264.jpg 360w\" sizes=\"(max-width: 683px) 100vw, 683px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"In_conclusione\"><\/span>In conclusione<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Google Analytics resta uno strumento potente, il mercato presenta altre ospzioni. Chi oggi sceglie una piattaforma di web analytics deve considerare non solo le funzionalit\u00e0, ma anche:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>conformit\u00e0 normativa<\/li>\n\n\n\n<li>semplicit\u00e0 d\u2019uso<\/li>\n\n\n\n<li>trasparenza nella gestione dei dati<\/li>\n\n\n\n<li>affidabilit\u00e0 dell\u2019infrastruttura<\/li>\n<\/ul>\n\n\n\n<p>La buona notizia? Le alternative valide non mancano, e in molti casi offrono equilibrio tra analisi e rispetto della privacy.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Per anni, dire &#8220;analisi dei dati web&#8221; \u00e8 equivalso a dire Google Analytics. \u00c8 stato il compagno di viaggio di milioni di&#8230;<\/p>\n","protected":false},"author":19,"featured_media":199943843,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":{"0":"post-199943842","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-digital-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Analytics: quali alternative?<\/title>\n<meta name=\"description\" content=\"Il Garante della Privacy di recente ha ammonito un\u2019azienda a causa dell\u2019uso di Google Analytics, non conforme al GDPR. 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