Using a self-hosted alternative like Matomo Analytics will be of especial interest to sites that require GDPR compliance and who want to ensure that data and metadata about their visitors are not leaked to external 3rd parties, over which they have no control. Matomo can help analyse visitor, behaviour, acquisition, and goal/campaign data, it can segment and anonymise that data, and also send reports by e-mail.
My video gives an overview of what you can expect to see, as well as the various admin settings available.
See
https://youtube.com/watch?v=50n7UfYzOds
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