We Built A Privacy-First, Self-Hosted Replacement For GTM / GA4 / Cookiebot / Hotjar

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Etiquetta is an open-source, privacy-first measurement and consent tag that replaces GTM, GA4, Cookiebot, and Hotjar. It offers website analytics, performance monitoring, and ad fraud detection with full data sovereignty.

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At a glance

Pricing

Freemium · Open Source

Free tier

Yes

API

Yes

Skill level

Technical

About

What is We built a privacy-first, self-hosted replacement for GTM / GA4 / Cookiebot / Hotjar?

Etiquetta provides an open-source, privacy-first solution for website measurement and consent, designed as a self-hosted replacement for tools like Google Tag Manager, Google Analytics 4, Cookiebot, and Hotjar. It offers comprehensive analytics without data sampling, real-world performance monitoring, and ad fraud detection. Users benefit from full data sovereignty, with all data stored in a single, queryable database. The platform is GDPR compliant out of the box, featuring auto-detection of cookies, manual categorization, and customizable consent notices. Etiquetta also includes tag management with version control, user permissions, and the ability to analyze AI traffic alongside human users, helping to quantify ad fraud and optimize ad spend.

Best used for

Ideal for marketers and developers who need to track website performance, manage cookie consent, and detect ad fraud. Especially valuable for those prioritizing data privacy, GDPR compliance, and full control over their analytics infrastructure through self-hosting.

Common actions

track website performance

manage cookie consent

detect ad fraud

monitor website speed

analyze user behavior

analyticscookie-freeconsent managementprivacy-firstself-hostedGA4 alternativeGDPR compliant

Capabilities

Key features

Website analytics
Performance monitoring
Ad fraud detection
Cookie consent management
Tag management
Real-time data access
Self-hosting

Target Audience

marketerdeveloper

Integrations

google-adsmeta-adsmicrosoft-ads

Pricing & Plans

Freemium · Open Source

Not Disclosed

FAQs

What is the difference between Etiquetta's Community and Pro plans?

The Community plan is open source and self-hosted, offering analytics, GDPR compliance, and 180 days of data retention. The Pro plan adds website performance tracking, error monitoring, cookie management, tag management, and unlimited data retention for $99/year.

Can Etiquetta help detect bot traffic and ad fraud?

Yes, the Enterprise plan includes ad fraud tracking, allowing you to quantify bot traffic from sources like TikTok and Meta. This helps you analyze AI agents like GPTBot and ClaudeBot, and understand how much of your ad spend is wasted.

How does Etiquetta ensure GDPR compliance?

Etiquetta is GDPR compliant out of the box, offering auto-detection of cookies, manual categorization, and customizable consent notices. It respects DNT/Sec-GPC and avoids third-party cookie walls, simplifying compliance without slowing down your site.

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