> What's wrong with Google Analytics? As long as the ad retargeting bits aren't enabled ( they aren't by default), it's just a regular anonymous analytics solution.

This assumes you trust Google? Why would you trust an entity that's both got a business incentive to stalk people, is able to hide it (given how many factors go into ad targeting it's impossible to reliable prove from the outside which data was used to target an ad) and is big enough to successfully fob off regulators and get away with it (their current data processing consent flow violates the GDPR for example)?