AURA recommends Fathom or Plausible. Both are privacy-friendly, GDPR-compliant without a consent banner, lightweight, and built by independent teams who won't sell your data. For a platform whose entire brand is built on trust and infrastructure-grade positioning, using surveillance-based analytics is a quiet contradiction. These tools aren't a compromise — they're the correct choice.

Why not Google Analytics 4

GA4 requires cookie consent under GDPR, adds significant script weight, sends user data to Google's servers, and has a notoriously poor UX for reading basic metrics. The only reason to use it is if you specifically need Google's attribution modeling for paid advertising campaigns. For marketing site analytics, Fathom or Plausible give you everything you need with none of the liability.

Adding Fathom

Create an account at usefathom.com. Add your site under Sites → Add Site. Copy your unique site ID (it looks like ABCDEFGH).

Paste this into Framer → Site Settings → Custom Code → Head:

<!-- Fathom Analytics -->
<script
  src="https://cdn.usefathom.com/script.js"
  data-site="YOUR_SITE_ID"
  defer
></script>

<!-- Fathom Analytics -->
<script
  src="https://cdn.usefathom.com/script.js"
  data-site="YOUR_SITE_ID"
  defer
></script>

<!-- Fathom Analytics -->
<script
  src="https://cdn.usefathom.com/script.js"
  data-site="YOUR_SITE_ID"
  defer
></script>

Replace YOUR_SITE_ID with your actual Fathom site ID.

The defer attribute ensures the script loads after the page content — no render blocking, no performance penalty.

Adding Plausible

Create an account at plausible.io. Add your domain. Copy your domain name exactly as registered in Plausible.

Paste this into Framer → Site Settings → Custom Code → Head:

<!-- Plausible Analytics -->
<script
  defer
  data-domain="yourdomain.com"
  src="https://plausible.io/js/script.js"
></script>

<!-- Plausible Analytics -->
<script
  defer
  data-domain="yourdomain.com"
  src="https://plausible.io/js/script.js"
></script>

<!-- Plausible Analytics -->
<script
  defer
  data-domain="yourdomain.com"
  src="https://plausible.io/js/script.js"
></script>

Replace yourdomain.com with your actual domain as registered in Plausible.

Tracking custom events

Both tools support custom event tracking — useful for measuring CTA clicks, form submissions, and pricing page interactions.

For Fathom, add this to a button's click handler or Framer's custom code:

<script>
  // Call this function on any CTA click
  function trackCTA(label) {
    fathom.trackEvent(label);
  }
</script>

<script>
  // Call this function on any CTA click
  function trackCTA(label) {
    fathom.trackEvent(label);
  }
</script>

<script>
  // Call this function on any CTA click
  function trackCTA(label) {
    fathom.trackEvent(label);
  }
</script>

For Plausible, the equivalent is:

<script>
  function trackCTA(label) {
    plausible(label);
  }
</script>

<script>
  function trackCTA(label) {
    plausible(label);
  }
</script>

<script>
  function trackCTA(label) {
    plausible(label);
  }
</script>

Verifying tracking is working

Visit your live site. Open your Fathom or Plausible dashboard — you should see your visit register within 30 seconds. If nothing appears, check that the script is in the Head section (not Body), and that your domain in the script exactly matches the domain you registered in the analytics tool.

No consent banner needed

Neither Fathom nor Plausible set cookies or collect personally identifiable information. They are fully compliant with GDPR, CCPA, and PECR out of the box. You can deploy them without a cookie banner and without a privacy policy update. This alone saves meaningful setup time compared to GA4.