Plausible Analytics

Plausible Analytics is a small, independent web analytics company. Its product is a lightweight dashboard reporting the metrics site owners usually want, including pageviews, unique visitors, referrers, countries and device types, from a script small enough not to slow pages down. The code is published under the GNU Affero General Public License, so anyone can inspect it or run their own copy.

The company says it collects no personal data, sets no cookies and does no cross-site or cross-device tracking, which is why most customers do not need a cookie banner. The hosted service is built and operated in the European Union. It reports more than 21,000 paying subscribers, naming Mozilla, Basecamp, Ghost, Hugging Face, Home Assistant, MongoDB, the Python Software Foundation and Harvard University among them.

It began in December 2018 when Uku Täht started building it as an alternative to Google analytics, with paid subscriptions following in 2019 and Marko Saric joining to handle marketing in 2020. The company passed one million dollars in annual recurring revenue in 2022. It is registered as Plausible Insights OÜ in Tartu, Estonia, has a team of about ten people working fully remotely, and is self-funded with no outside investors.