Plausible Analytics
Plausible Analytics is a bootstrapped, profitable Estonian company providing a privacy-first, cookie-free web analytics platform to over 19,000 paying subscribers including startups, agencies, governments, and enterprises, with all data hosted on EU-owned infrastructure and compliant with GDPR, CCPA, and PECR.
- Company typePrivate
- Founded2018
- HeadquartersTartu, Estonia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Plausible Analytics does
Plausible Analytics is a privacy-first web analytics platform founded in 2018 in Tartu, Estonia, that provides website traffic measurement as an alternative to Google Analytics without using cookies, persistent identifiers, or cross-site tracking. Its core product relies on a hash-based anonymization technique using rotating daily salts (hash(daily_salt + website_domain + ip_address + user_agent)) to count unique visitors, with all data processed and stored on Hetzner infrastructure in Germany to maintain EU data residency. The product is delivered as open-source software (publicly available on GitHub) and a managed cloud SaaS offering, with an analytics script approximately 54 times smaller than Google Analytics that loads 135KB less JavaScript per pageview.
The company operates a product-led growth model with a self-serve 30-day free trial requiring no credit card, and serves horizontal customer segments including small startups and tech founders, agencies and freelancers, ecommerce stores, SaaS companies, creators and publishers, and enterprise organizations. Pricing is tiered on monthly pageview volumes: Starter ($9/month annual), Growth ($14/month annual), Business ($19/month annual), and Enterprise (custom pricing with SSO, managed proxy, raw data exports). The Business and Enterprise tiers add SAML 2.0 SSO integrations with Google Workspace, Okta, and Microsoft Entra ID, a Stats API, Looker Studio connector, and ecommerce revenue attribution.
Plausible is incorporated as Plausible Insights OÜ in Estonia (registration 14709274) and is described as a bootstrapped, self-funded, profitable team of 10 co-founders including Uku Täht and Marko Saric, with no outside investors since founding. It claims over 19,000 paying subscribers, 260 billion cumulative tracked pageviews, 99.99% uptime over the last 90 days, and self-attested GDPR, CCPA, and PECR compliance confirmed by independent legal assessment. Notable customers include Hugging Face, Basecamp (37signals), Ghost, the Scottish Government, the Welsh Government, and Harvard.
Plausible Analytics firmographics
Firmographics- Name
- Plausible Analytics
- Legal name
- Plausible Insights OÜ
- Website
- https://plausible.io
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Plausible Analytics is a bootstrapped, profitable Estonian company providing a privacy-first, cookie-free web analytics platform to over 19,000 paying subscribers including startups, agencies, governments, and enterprises, with all data hosted on EU-owned infrastructure and compliant with GDPR, CCPA, and PECR.
- Ownership category
- akta.pro rank
Plausible Analytics industry classification
Industry- Product category
- Web Analytics Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Privacy-Preserving Data (De-identification, Anonymization, PII Redaction) (HDAAALAG)
Keywords
Where Plausible Analytics is headquartered
LocationHeadquarters
- HQ city
- Tartu
- HQ country
- Estonia
- HQ region
- Europe
Offices1 record
Markets served
Plausible Analytics business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Personnel, Operations, Marketing or Sales
Revenue model
- Cloud SaaS Subscription: Traffic-based subscription plans (Starter, Growth, Business, Enterprise) billed monthly or annually with 2 months free on annual plans. Customers pay based on monthly pageview tiers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Starter: 1 site, up to 10k monthly pageviews |
| Subscription | Annual | Growth: Up to 3 sites, up to 10M monthly pageviews, up to 3 team members |
| Subscription | Annual | Business: Up to 10 sites, up to 10M pageviews, up to 10 team members, 5 years retention |
| Subscription | Multi-year contract | Enterprise: Custom limits, SSO, managed proxy, raw data exports |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Plausible Analytics product offering
Product offeringCore offering
Plausible Analytics is a privacy-first web analytics SaaS that provides website owners with traffic, audience, campaign and conversion insights without using cookies or persistent identifiers. Its tracking script is 54x smaller than Google Analytics, all data is processed and stored on EU-owned Hetzner infrastructure in Germany, and the underlying codebase is fully open source. The product is sold via tiered subscriptions (Starter, Growth, Business, Enterprise) with a 30-day free trial and is used by small startups, agencies, ecommerce stores, SaaS companies, creators and large public-sector and enterprise organizations.
Product overview
Plausible Analytics is a single unified privacy-first web analytics platform. The core product (Plausible Analytics Cloud) is offered across four pricing tiers: Starter, Growth, Business, and Enterprise. The product portfolio includes add-on modules such as the official WordPress Plugin, Google Tag Manager Template, and Looker Studio Connector. The platform provides SEO tracking via Google Search Console integration, email/Slack reporting, and an npm package (@plausible-analytics/tracker) for custom JavaScript integrations. Enterprise customers can access SSO (SAML 2.0 supporting Google Workspace, Okta, and Microsoft Entra), raw event data exports, and consolidated multi-site views. White-label analytics is available for agencies serving clients under their own branding.
Differentiator
Problem solved
Functional benefit
Products and services
- Plausible Analytics Cloud Privacy-first web analytics platform delivered as cloud SaaS. Provides site traffic, audience, source, conversion, funnel, SEO and revenue insights without cookies or persistent identifiers. All data is processed and stored on EU-owned Hetzner infrastructure in Germany and the codebase is open source. Sold via tiered subscriptions (Starter, Growth, Business, Enterprise) with a 30-day free trial.
- Plausible WordPress Plugin Official standalone WordPress plugin distributed via the WordPress plugin directory that adds Plausible Analytics tracking to WordPress sites with admin/user role exclusion and 404 page exclusion without manual configuration.
- White-Label Analytics
Quantifiable outcome
- 54x smaller script size compared to Google Analytics, saving 135KB per visitor
- +2 more outcomes
Companies that use Plausible Analytics
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles4 records
Plausible Analytics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability2 records
Feature6 records
Plausible Analytics partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core infrastructure, core and integration.
- Hetznercore infrastructureHetzner provides server infrastructure for Plausible's cloud hosting. All visitor data is stored on Hetzner servers in Germany, ensuring EU data residency and compliance with EU data protection laws. This is a foundational infrastructure partnership enabling Plausible's EU-hosted value proposition.
- PaddlecorePaddle handles payment processing for all Plausible subscriptions. Paddle also manages customer service inquiries and returns, collects and remits applicable taxes, and issues invoices.
- Google WorkspaceintegrationSAML 2.0 SSO integration allowing Google Workspace users to authenticate into Plausible using their Google credentials.
- Microsoft Entra ID (Azure AD)integrationSAML 2.0 SSO integration for Microsoft Entra ID (Azure AD) allowing enterprise users to authenticate into Plausible using their corporate Microsoft credentials.
- OktaintegrationSAML 2.0 SSO integration for Okta allowing enterprise customers to authenticate into Plausible using their Okta credentials.
- Looker StudiointegrationLooker Studio connector allows users to view Plausible stats within Google Looker Studio dashboards.
- AirbyteintegrationCommunity connector allowing aggregated Plausible stats to be piped into data warehouses via Airbyte.
- FivetranintegrationCommunity connector allowing aggregated Plausible stats to be piped into data warehouses via Fivetran.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Plausible Analytics competitors and assessment
Company assessmentBroad incumbents
- Mixpanel: Established product analytics SaaS for event-level tracking and cohort analysis. Represents the platform many Plausible customers graduate to as their analytics needs mature, making it a competitive ceiling on expansion within accounts.
- Cloudflare Web Analytics: Free, privacy-first analytics offering from Cloudflare, available to any site on Cloudflare's network. Plausible explicitly compares against it; the free, network-adjacent distribution creates significant pricing pressure on Plausible's paid tiers.
- Heap: Autocapture digital analytics platform owned by Contentsquare. Competes with Plausible for mid-market and enterprise web analytics dollars, particularly when customers need richer behavioral analysis than Plausible offers.
- Amplitude: Enterprise product analytics platform with deep funnel, cohort, and behavioral analysis. Competes for the same analytics budget as Plausible at larger customers where advanced segmentation and product analytics become priorities.
- Google Analytics: The dominant free web analytics incumbent that Plausible positions itself against. Plausible's entire marketing compares feature-by-feature to GA4; while privacy and simplicity are Plausible's wedge, scale, integrations, and zero price favor Google.
Emerging players
- PostHog: Open-source product analytics platform with web analytics features among a broader suite (session replay, feature flags, A/B testing). Overlaps with Plausible at the site-traffic layer but expands into deeper product-event analytics Plausible does not cover.
- Umami: Open-source, self-hostable web analytics tool. Targets developers and small teams seeking a free privacy-first alternative; competes with Plausible's self-hosted open-source offering but lacks a comparable managed cloud business.
Direct peers
- Simple Analytics: Privacy-friendly, cookie-free web analytics product positioned similarly to Plausible. Targets the same EU privacy-conscious SMB segment with a comparable dashboard and pricing structure.
- Matomo: Open-source privacy-focused web analytics platform with both self-hosted and cloud offerings. Closest direct competitor - Plausible's website explicitly compares against Matomo on features, hosting, and pricing for the same privacy-conscious audience.
- Fathom Analytics: Privacy-first web analytics SaaS with a similar simple-dashboard, no-cookie positioning targeting small site owners. Comparable pricing model and value proposition, making it Plausible's most like-for-like subscription competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Plausible Analytics social profiles
Digital presencePlausible Analytics compliance and trust
Trust signalCompliance3 records
Plausible Analytics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plausible Analytics leadership team
Management profileNumber of profiles
Profiles2 records
Plausible Analytics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plausible Analytics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Plausible Analytics
What does Plausible Analytics do?
Plausible Analytics is a privacy-first web analytics SaaS that provides website owners with traffic, audience, campaign and conversion insights without using cookies or persistent identifiers. Its tracking script is 54x smaller than Google Analytics, all data is processed and stored on EU-owned Hetzner infrastructure in Germany, and the underlying codebase is fully open source. The product is sold via tiered subscriptions (Starter, Growth, Business, Enterprise) with a 30-day free trial and is used by small startups, agencies, ecommerce stores, SaaS companies, creators and large public-sector and enterprise organizations.
Is Plausible Analytics a public or private company?
Plausible Analytics is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Plausible Analytics founded?
Plausible Analytics was founded in 2018. It employs 11 to 50 people.
Where is Plausible Analytics based?
Plausible Analytics is headquartered in Tartu, Estonia, in the Europe region.
How does Plausible Analytics make money?
One revenue line is on record: cloud SaaS Subscription.
Who are Plausible Analytics's main competitors?
Broad incumbents on record are Mixpanel, Cloudflare Web Analytics, Heap, Amplitude and Google Analytics. Emerging players are PostHog and Umami. Direct peers are Simple Analytics, Matomo and Fathom Analytics.
Does Plausible Analytics have an API?
Yes. Plausible Analytics offers a Stats API that provides aggregated data including totals, breakdowns, and time series. The Business plan includes 600 requests per hour; Enterprise plans offer 600+ requests per hour. The API returns pre-aggregated results. Additionally, there's an Events API for sending custom events, a Sites API for site management, and scheduled raw event exports (Enterprise feature) that deliver event-level data to S3 or Google Cloud Storage buckets. Developer documentation is at plausible.io/docs/stats-api.
What industry is Plausible Analytics in?
Plausible Analytics's product category is Web Analytics Software. Its primary akta.pro industry code is HDAAALAG, Privacy-Preserving Data (De-identification, Anonymization, PII Redaction). Its NAICS code is 5132 and its SIC code is 7372.