Analytics measurement and metrics
Privacy-friendly analytics: measure with restraint
Design useful analytics that minimises personal data and respects visitor privacy.
Privacy-aware analytics is a product and governance choice: collect what is needed for a stated purpose, protect it and explain the limits. A tool’s label alone does not settle legal obligations.
Minimise collection by design
Prefer aggregated counts and avoid collecting names, email addresses, form contents or full URLs containing personal details. Do not create hidden identity profiles to make reports feel more complete. Set retention and access rules that match the purpose and your organisation’s obligations.
Put it into practice
See your traffic, funnel steps and site performance clearly in Alexander.
Try Alexander freeBe accurate about cookies and consent
Whether consent is required depends on jurisdiction, implementation and the data involved. A cookieless setup can reduce some tracking mechanisms but does not automatically remove every privacy obligation. Review applicable law and explain clearly what the site measures and why.
Keep decisions possible with less data
Most marketing decisions can use source, landing page, device category and aggregated outcomes. Document where the data is incomplete and use qualitative research for questions that require personal context. Limit access, review vendors and make sure the privacy notice matches the actual implementation.