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I've heard Snowplow is good. I think it's self-hosted so it's likely more complicated to setup than a complete solution like Google Analytics. But then Google doesn't get the data.

https://github.com/snowplow/snowplow

https://github.com/snowplow/snowplow-javascript-tracker




+1. Not easy to setup if you have little cloud experience, but once you have it running, it works really well. I have a fast setup for the ones who like containers and Kubernetes: https://github.com/pacuna/snowplow-pipeline


Snowplow is really hard to set up and manage but I'd say its the best tool in this space if you want to self manage.




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