Why European websites move off Google Analytics
Consent banners hide part of your traffic
Google Analytics sets cookies, so in the EU it may only load after a visitor accepts them. Everyone who declines or ignores the banner is missing from your reports, and the gap is different on every site and every device.
Regulators have ruled against it
In 2022 the data protection authorities of Austria, France and Italy found that specific websites broke the GDPR by sending visitor data to Google in the US. Transfers now rely on the EU-US Data Privacy Framework of July 2023, which is being challenged in court, so many companies prefer not to depend on it.
GA4 is built for advertisers
Google Analytics 4 is designed around Google's advertising products. Most small and mid-sized teams want a handful of clear numbers: visitors, sources, pages, campaigns and conversions.
Google Analytics 4 and EuroMetrics side by side
| Topic | Google Analytics 4 | EuroMetrics |
|---|---|---|
| Cookies | Sets first-party cookies (_ga) | None |
| Consent banner for analytics | Needed in the EU before loading | Not needed: no cookies, no personal data stored |
| Where the data lives | Google's global infrastructure, run by a US company | A data centre in Paris, France, run by an EU company |
| Tracking script size | About 150 KB gzipped (gtag.js) | About 5 KB gzipped |
| Data retention | 2 or 14 months for event-level data | 6 to 36 months depending on the plan |
| Keep your history | Stays in GA | GA4 import built in |
| Price | Free (GA4 360 is paid) | Free for 1 site, paid plans from €9/month |
Script sizes measured on 27 September 2026. GA4 retention per Google's data retention settings for standard properties.
How to switch in an afternoon
- Create a free account and add your website.
- Paste the tracking script or install the WordPress plugin.
- Connect Google Analytics and import your GA4 history.
- Run both side by side for a few weeks and compare the numbers.
- Remove Google Analytics and your cookie banner's analytics category.
Step-by-step: installation guide, GA4 import and why the numbers differ.
Questions teams ask before switching
Will my numbers match Google Analytics?
Usually they are higher. EuroMetrics counts visitors who never accept a cookie banner, and with first-party tracking on your own domain it is blocked less often. Our docs explain every difference in detail.
Do I still need a cookie banner?
Not for EuroMetrics. It sets no cookies and stores no personal data. If other tools on your site set cookies, you still need consent for those.
Can I keep my Google Search Console data?
Yes. Connect Search Console and its queries, clicks and positions appear next to your analytics.
What does it cost?
One website with 10,000 events a month is free. Paid plans start at €9 a month for 3 websites and 100,000 events.