Google is so embedded in the infrastructure of the web that you don’t always know when it’s there–but Google isn’t just tracking your movements online so it can sell ads.

It also provides Google Analytics, which helps other companies and individuals identify who visits their websites, along with a host of other information, like how much time you spend on a given site, where you came from, and even where you’re located. For businesses, Google Analytics provides crucial information about their customers.

But it also tracks a lot of data. And as Google has come under fire for a host of privacy scandals and consumers have grown wary of a general lack of privacy on the internet, a series of new startups has launched in the past few months to provide privacy-centric analytics, claiming not to collect any personal data and only display simple metrics like page views, referral websites, and screen sizes in clean, pared-down interfaces.

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