Why shouldn't I use Google Analytics?
Google is an advertising company. This means they make money by watching what users do on the web, to create a more relevant advertising profile for a specific user.
FOSS has a chance to change this. Instead of helping Google use surveillance tactics on unsuspecting users that rely on FOSS products, we can use safer and ethical alternatives.
As products such as Matomo, Plausible and Freshlytics are open-source, anyone can see how their analytics systems work. Instead of trusting devious and unethical companies with browsing data, we should be investing in FOSS, to provide a safer environment for everyone.