In just recent years, there's been a lot of attention around Google Analytics, especially around privacy. Whilst Google Analytics alternatives have always existed, due to the new privacy concerns and regulations in Europe and around the world, there are now privacy-first website analytics tools. I currently use one now called Plausible Analytics. I recommend reading more about privacy and analytics, especially this post by Fathom, and this post by Plausible Analytics (both market leaders). I also encourage following both companies and founders on Twitter and reading their blogs - they share good updates about analytics and privacy regulations from around the world.