Librealytics exists for one reason: web analytics has gotten needlessly complicated — and far too comfortable with collecting more than it should. This is where I write it back down in plain language.
I’m Benjamin Whitmore. For more than a decade I’ve helped businesses of every size set up, untangle, and actually use their measurement. Along the way I watched the same two problems repeat: tracking setups so convoluted nobody trusted the numbers, and privacy treated as a checkbox instead of a default. Librealytics is my attempt to fix both, one guide at a time.
What you’ll find here
Every article is written to be read by a human first and a search engine second. No fluff, no affiliate-driven “best tools” lists, no fear-mongering — just practical, hands-on guidance grounded in real implementation work.
Benjamin Whitmore
Web analytics specialist with 10+ years of implementation and audit experience. Believes measurement should be simple, transparent, and privacy-respecting — and writes Librealytics to prove it can be.
The principles behind every guide
Simple beats clever
If a setup can’t be explained clearly, it can’t be trusted or maintained. Plain language wins.
Privacy by default
Respecting your visitors isn’t a compliance burden — it’s good measurement and good manners.
Honest about limits
Every tool and method has trade-offs. I’ll tell you where they break, not just where they shine.
The four shelves
Guides are organised into four topics — think of them as shelves in the reading room:
- Tracking — events, data layers, tag managers and getting clean data in the first place.
- Privacy — GDPR, consent, and cookieless approaches that still tell you what you need to know.
- Tools — honest, non-promotional looks at GA4, Plausible, Matomo and the rest.
- Metrics — KPIs, attribution, and reading your data without fooling yourself.
Got a question, a correction, or an idea for a guide? Get in touch — I read everything.