Why I Switched to Fathom Analytics From Google Analytics?

I never thought I’d ditch Google Analytics. It had been my go-to for years. But after struggling with GA4’s confusing interface and growing privacy concerns, I knew it was time for a change. That’s when I found Fathom Analytics.

And I’m not the only one—many website owners are making the switch after Google’s GA4 update made even basic analytics a hassle.

GA4 Made Things Too Complicated

When Google switched from Universal Analytics to GA4, everything changed. And not in a good way. The interface became cluttered, and even simple metrics like page views or traffic sources required clicking through multiple menus.

I wasn’t alone in my frustration. Many users found themselves lost, searching for straightforward data in a sea of complicated reports. It felt like Google had built GA4 for data analysts, not everyday website owners. That’s why so many people are looking for a simpler alternative.

Privacy Was My Biggest Concern

Google Analytics tracks everything. It collects personal data, uses cookies, and requires those annoying cookie banners to stay compliant with GDPR. On top of that, many browsers and ad blockers now block GA scripts, making the data less reliable.

Fathom, on the other hand, doesn’t track personal data or use cookies. That means no privacy issues, no cookie banners, and no worrying about compliance. It just works.

A Simpler, Cleaner Dashboard

When GA4 rolled out, I tried to give it a fair shot. But honestly? It felt like a complicated mess. Finding basic metrics was frustrating, and I constantly felt like I needed a tutorial just to navigate the dashboard.

Fathom’s interface is the opposite. Everything I need is right there on a single page—page views, referrers, and top content. No digging, no stress.

My Website Runs Faster Now

Google Analytics slows things down. Its tracking script is heavy, and I noticed my site’s load time taking a hit.

Fathom’s script is super lightweight. The difference was immediate—faster load times and a better user experience. That alone made the switch worth it.

More Accurate Data

GA has another problem: ad blockers. Since many browsers block Google Analytics by default, a chunk of traffic goes uncounted. Not ideal when you’re trying to understand your audience.

Fathom doesn’t get blocked, so I’m getting a more complete picture of my website traffic. No more guessing games.

No Worries About Data Retention

Google Analytics (GA4) only keeps data for 2–14 months. And when Universal Analytics shut down, there was no easy way to transfer old data. That made me nervous.

Fathom has a simple, long-term data retention policy. Plus, they offer an easy tool to import historical data from Google Analytics. The transition was seamless.

Setting It Up Was a Breeze

I expected a complicated migration process. But setting up Fathom was shockingly easy. I just added a small tracking code to my site, and I was done. Their GA importer made transferring my old data effortless.

TThe Bottom Line: It Just Makes Sense

So why did I switch?

• GA4 made things too complicated – Even simple analytics required jumping through hoops.
• Privacy matters – No cookies, no tracking, no compliance headaches.
• Simplicity – The dashboard gives me exactly what I need.
• Speed – My website loads faster without GA’s bulky script.
• Better data – No missing traffic due to ad blockers.
• Long-term retention – My data stays available.

I don’t regret switching for a second. If you’re tired of GA4’s mess or just want a privacy-friendly analytics tool, Fathom is worth a look. It’s simple, ethical, and does everything I need—without the headaches.