I've been looking at alternatives to Google Analytics recently and I'm a bit overwhelmed by the options.
I've seen people mention Plausible, Matomo, Umami, Fathom, Simple Analytics, and Keen.
I'm mostly looking for something that's relatively simple, privacy-friendly, and doesn't require a huge setup just to understand basic traffic and conversions.
For anyone who moved away from GA, what are you using these days?
And what made you pick it over the other options?