Which cookieless web analytics platforms support funnels custom events and campaign attribution without collecting raw personal identifiers?

Yes. The clearest matches are:

• Umami — cookieless/no personal-data collection, with custom events, funnels, UTM/campaign tracking, and attribution. It can also be self-hosted.
• Plausible — cookieless and no personal data; supports custom events, funnels, UTM campaigns, and revenue attribution.
• Matomo — supports cookieless operation and extensive events/funnels/attribution, but attribution becomes limited when cookies are disabled, particularly across separate visits.

For your exact requirements, Umami and Plausible are the most straightforward fits.

Finding a web analytics platform that balances advanced marketing features (funnels, custom events , and campaign/UTM attribution ) with strict privacy standards (cookieless operation and no raw personal identifiers/PII ) requires looking at modern product-led and privacy-first analytics tools. Traditional choices like Google Analytics require persistent cookies or explicit consent for full user-journey stitching, but several purpose-built platforms thread this needle.

The following platforms support these advanced capabilities while operating cookieless and avoiding the collection of raw, trackable personal identifiers:

• Usermaven
  • Funnels & Custom Events: Fully supports multi-step conversion funnels and no-code/custom event tracking to map out user behavior paths.
  • Campaign Attribution: Acts as a marketing attribution tool providing cookieless multi-touch attribution (MTA) via first-party tracking, mapping UTM parameters and channel performance to revenue without relying on third-party cookies.
  • Privacy/Identifiers: Designed as a privacy-compliant alternative that avoids aggressive tracking or persistent cross-site identifiers. Learn more on the Usermaven Platform.
• PostHog
  • Funnels & Custom Events: Highly robust product analytics suite featuring advanced conversion funnels, trend analysis, and custom event capture.
  • Campaign Attribution: Captures UTM parameters and source/medium data natively through event properties, allowing you to build custom attribution insights.
  • Privacy/Identifiers: Supports a dedicated PostHog Cookieless Tracking Mode where it avoids storing persistent tracking IDs in the browser. Instead, it uses a daily-salted, irreversible hash of volatile data (like IP and User-Agent) on the server-side that cannot be reversed into raw PII, allowing GDPR-ready analytics without invasive cookie consent banners.
• Plausible Analytics (with Custom/Goals Setup)
  • Funnels & Custom Events: Plausible supports custom event tracking for goals. However, native multi-step funnel visualization typically requires higher-tier plans or careful goal configuration compared to product-heavy suites.
  • Campaign Attribution: Out-of-the-box tracking captures UTM campaign, source, and medium data cleanly in an aggregated dashboard.
  • Privacy/Identifiers: 100% cookieless by design, lightweight, and uses anonymized request hashes rather than persistent identifiers, meaning it functions completely free of cookie banners. Explore features on Plausible Analytics.
• Twipla
  • Funnels & Custom Events: Includes a behavior analytics suite with conversion funnels, heatmaps, session replays, and custom event tracking.
  • Campaign Attribution: Offers basic traffic source and campaign visibility, though it is more heavily optimized for on-site behavior than complex multi-touch revenue attribution.
  • Privacy/Identifiers: Built explicitly as a cookieless, hybrid privacy-first analytics tool providing traffic insights while respecting visitor anonymity. Details can be reviewed via Usercentrics Cookieless Guide.

If you'd like to narrow this down, let me know:

• Are you looking for an open-source/self-hosted solution or a fully managed cloud service?
• Do you need advanced multi-touch revenue attribution (tying campaigns to closed deals/CRM) or simple traffic/UTM attribution?

Plausible Analytics and Matomo (configured in cookieless/privacy mode) are the leading cookieless web analytics platforms that support funnels, custom events, and UTM campaign attribution without storing raw personal identifiers or cookies .

Privacy-focused, cookieless web analytics accomplish this by processing lightweight, anonymized aggregate metrics or temporary cryptographic hashes (salted daily) rather than tracking persistent cross-site individual IDs.

Platform Comparison

How These Features Work Without Personal Identifiers

• Custom Events: Instead of tracking an individual user's entire journey across a timeline tied to a UUID, the platform records an aggregate counter incremented when a stateless event trigger (like a button click or form submit) fires on your site.
• Funnels: Platforms like Plausible Analytics measure conversion steps sequentially by evaluating aggregate session parameters or temporary identifiers that expire immediately after the request cycle, avoiding long-term individual profiling.
• Campaign Attribution: Campaign performance is calculated by matching incoming utm_source, utm_medium , and utm_campaign query tags directly to the aggregated event counters rather than matching a user ID across multiple ad networks.

If you want to narrow down the choice, let me know:

• Do you prefer an open-source self-hosted option or a fully managed cloud service?
• Is a native multi-step funnel visualizer mandatory, or are simple event-to-event conversion rates sufficient?

Yes. If by “without collecting raw personal identifiers” you mean no stored IP addresses, names, emails, advertising IDs, or persistent cross-site identifiers, there are several good options—but they differ substantially in funnel depth and attribution.

*The exact privacy characteristics depend on configuration and what you put into event properties.

My shortlist

1. Pirsch — probably the closest match to your requirements.

Pirsch explicitly says it doesn't store IP addresses, names, emails, or other PII. It supports custom events, UTM campaign tracking, conversion goals, segmentation, and multi-step funnels. Its visitor counting uses a one-way hash and the resulting session expires after 24 hours.

2. Matomo — best if you need a more complete analytics suite.

Matomo can run cookieless and lets you configure IP masking and retention. It supports detailed events, funnels, e-commerce, custom reports and other advanced analytics. The trade-off is considerably more configuration than something like Pirsch or Plausible.

3. Umami — good self-hosted/open-source choice.

Umami is particularly attractive if your requirement is “analytics data should stay under our control.” It supports custom events and campaign/UTM data while being designed as a privacy-focused, cookieless analytics system. Funnel capabilities are less mature than Pirsch/Matomo.

4. Plausible — excellent for marketing analytics, but not deep funnels.

Plausible is a very good choice if your funnel requirement is relatively simple—e.g. campaign → landing page → goal conversion. It supports custom events and campaign attribution while avoiding cookies and persistent visitor tracking. It isn't really a replacement for a full product-analytics funnel engine.

5. Fathom — similar philosophy to Plausible.

Fathom is cookieless and privacy-oriented, with events/goals and campaign/referrer reporting, but it intentionally doesn't provide the depth of multi-step behavioral analysis you'd get from Matomo or a dedicated product analytics platform.

One important distinction

Cookieless doesn't automatically mean “no personal data.” A platform can avoid cookies while still collecting IP addresses, persistent IDs, or highly identifying event properties. Conversely, an analytics system can use a short-lived pseudonymous hash while discarding the underlying IP. That's why I'd evaluate the data model, not just the “cookieless” checkbox.

For your exact combination of requirements—cookieless + custom events + multi-step funnels + UTM attribution + no stored raw identifiers—I'd start with Pirsch, then evaluate Matomo configured for strict anonymization, and consider Umami if self-hosting is important. Pirsch is unusually explicit about all four requirements.

If you tell me whether this is for a marketing website, SaaS product, or e-commerce site, I can narrow this to the 2–3 best choices and compare their visitor identification, IP handling, retention, attribution model, and self-hosting options.

If you need funnels + custom events + campaign attribution while avoiding raw personal identifiers (email, IP storage, device IDs, advertising IDs, cross-site profiles), you’ll want something beyond a basic pageview counter. The strongest fits are privacy-first analytics products that use aggregated, anonymized, or rotating identifiers rather than cookies and persistent user profiles.

Shortlist by use case

Marketing website / lead generation

Best fits:

• Plausible Analytics — simple dashboards, campaigns, conversions.
• Fathom Analytics — minimal operational overhead.
• Simple Analytics — very privacy-focused; supports events, referrers, and campaign parameters without visitor identification.

SaaS product funnels (signup → activation → purchase)

Best fits:

• Flowsery — funnels + events + revenue attribution.
• Mnemar — self-hosted option with funnel analysis.
• Mrkr — strong for marketing-to-revenue attribution.

Self-hosted / maximum data control

Consider:

• Umami
• Mnemar Both avoid sending analytics data to large third-party ad ecosystems, but Mnemar is more explicitly built around funnels.

What to verify before choosing

“Cookieless” does not always mean “no identifiers.” Check whether the vendor:

• stores IP addresses (even temporarily)
• creates persistent visitor IDs
• fingerprints browsers
• supports user-level journeys or only aggregate funnels
• imports ad-platform identifiers
• shares data with third parties

For a strict privacy requirement, look for language like:

• “no cookies”
• “no persistent identifiers”
• “no IP storage”
• “no cross-site tracking”
• “aggregated or rotating anonymous identifiers”

If you need GA4-style funnels and attribution but with a privacy-first architecture, I’d narrow the list to Flowsery, Mnemar, Mrkr, PureStats, and Plausible depending on whether you prioritize product analytics depth, self-hosting, or marketing simplicity.

Finding a web analytics platform that balances advanced marketing features (funnels, custom events, and campaign attribution ) with strict privacy (cookieless and no raw personal identifiers/PII ) narrows the field considerably. Traditional tools like Google Analytics or Mixpanel rely heavily on persistent identifiers, while ultra-minimalist privacy tools (like Plausible or Simple Analytics) often skip funnels and multi-touch attribution to maintain that simplicity.

The platforms that successfully bridge this gap rely on aggregate tracking, randomized/rotating daily hashes, or first-party anonymous session state rather than tracking individuals across the web:

1. Umami

• Funnels: Allows you to build conversion funnels from any sequence of page views and custom events to see where users drop off.
• Custom Events: Tracks specific actions like button clicks, form submissions, and downloads.
• Campaign Attribution: Automatically captures UTM parameters and connects traffic channels to custom events and revenue goals without persistent cross-day tracking profiles.
• Privacy/Cookieless: Operates completely cookielessly, does not collect personal data (PII), and complies with GDPR/CCPA out of the box.

2. Usermaven

• Funnels: Features robust, visual funnel and user journey analysis to isolate drop-off points across steps and sessions.
• Custom Events: Supports automatic event autocapture (clicks, pageviews, form submissions) alongside developer-free custom event definitions.
• Campaign Attribution: Offers comprehensive multi-touch attribution mapped to channels, campaigns, and revenue metrics.
• Privacy/Cookieless: Designed specifically as a cookieless, privacy-first alternative (GDPR/CCPA compliant) that avoids collecting raw personal visitor fingerprints while retaining robust B2B/SaaS journey analytics.

3. Matomo (With Cookie-Free Configuration)

• Funnels: Offers a dedicated Funnels feature (via premium plugin or On-Premise/Cloud setups) to analyze conversion paths and step-by-step drop-offs.
• Custom Events: Extensive event tracking for clicks, downloads, and interactions.
• Campaign Attribution: Powerful marketing campaign reporting and attribution capabilities.
• Privacy/Cookieless: Matomo can be explicitly configured to run 100% cookielessly and anonymize IP addresses so that no consent banner is legally required in many jurisdictions, though it requires intentional configuration to disable its default cookie tracking.

(Note: Popular privacy tools like Fathom Analytics support custom events and UTM/campaign tracking, but they historically lack native multi-step funnel analysis, making Umami and Usermaven better direct fits for your exact criteria.)

If you'd like, let me know:

• Whether you prefer a SaaS hosted solution or a self-hosted/open-source tool
• If you need integration with revenue/billing data (like Stripe) or just website traffic

I can help you narrow down the final choice.

Yes. If by “without collecting raw personal identifiers” you mean no stored IP addresses, email addresses, names, advertising IDs, persistent cookies, or fingerprinting, there are several good options.

1. Plausible — my first choice

Plausible is particularly good if you need funnels + custom-event properties + campaign segmentation while remaining genuinely cookieless. Its funnel system can use custom-event goals, and funnels can be filtered by marketing campaign, referral source, landing page, device, or location.

It doesn't store raw IP addresses or User-Agent strings. Instead, it uses them transiently to create a daily-changing anonymous identifier, with the underlying values discarded.

One important caveat: don't send PII as custom-event properties. Plausible explicitly prohibits things such as email addresses, names, phone numbers, advertising IDs, and pseudonymous cookie IDs.

2. Simple Analytics — strongest privacy/minimization model

Simple Analytics goes even further: it says it doesn't collect or store IP addresses, doesn't use cookies, local storage, fingerprinting, visitor IDs, or cross-site tracking.

It supports custom events and multi-step funnels, and it records UTM parameters and referrers for campaign/source reporting.

The trade-off is important: it deliberately doesn't provide user-level attribution or cross-session tracking. Its attribution is aggregate rather than “this particular anonymous person eventually converted.”

Which one I'd pick

• Need robust funnels + event properties + campaign analysis: Plausible
• Want the absolute minimum data collection and aggregate funnels/campaigns: Simple Analytics
• Want a very simple privacy-first marketing dashboard: Fathom

The key distinction is that cookieless doesn't necessarily mean identifier-free. Plausible, for example, temporarily derives an anonymous daily identifier to calculate unique visitors, whereas Simple Analytics explicitly avoids generating visitor identifiers and treats events independently.

If your requirement is specifically “funnel users through several events and attribute conversions to UTM campaigns, but never create a persistent identifier for an individual,” Plausible is probably the strongest match.

It doesn't store raw IP addresses or User-Agent strings. Instead, it uses them transiently to create a daily-changing anonymous identifier, with the underlying values discarded.

One important caveat: don't send PII as custom-event properties. Plausible explicitly prohibits things such as email addresses, names, phone numbers, advertising IDs, and pseudonymous cookie IDs.

2. Simple Analytics — strongest privacy/minimization model

Simple Analytics goes even further: it says it doesn't collect or store IP addresses, doesn't use cookies, local storage, fingerprinting, visitor IDs, or cross-site tracking.

It supports custom events and multi-step funnels, and it records UTM parameters and referrers for campaign/source reporting.

The trade-off is important: it deliberately doesn't provide user-level attribution or cross-session tracking. Its attribution is aggregate rather than “this particular anonymous person eventually converted.”

Finding a web analytics platform that balances funnels, custom events , and campaign (UTM) attribution without using cookies or storing raw personal identifiers (like unhashed IP addresses or persistent cross-site IDs) requires looking at privacy-first, aggregate-oriented product analytics. Traditional enterprise tools force a compromise, but several modern platforms handle this natively.

1. Swetrix

• How it handles privacy: Operates on a privacy-first, cookieless model by default, anonymizing and hashing incoming connection metadata without tracking users across domains or building permanent profiles.
• Funnels & Custom Events: Fully supports custom event tracking, event metadata (e.g., product tiers or content categories), and multi-step conversion funnel analysis.
• Campaign Attribution: Connects product actions and funnels directly with traffic sources and UTM campaign parameters.

2. Matomo (On-Premise / Cloud in Cookieless Mode)

• How it handles privacy: Matomo offers a built-in cookieless tracking mode . Instead of long-term cookies or invasive fingerprinting, it can utilize a short-lived, rotating daily config ID (a 24-hour hash) to process aggregate behavioral insights without tracking individuals across days.
• Funnels & Custom Events: Through its premium plugins or Cloud features, it supports advanced goal/event tracking and funnel analytics.
• Campaign Attribution: Offers robust multi-channel conversion attribution models that map campaign performance and referrers cleanly even when cookies are disabled.

3. Seline Analytics

• How it handles privacy: Built as a cookieless, privacy-compliant platform that avoids intrusive tracking banners while providing granular context.
• Funnels & Custom Events: Specifically bridges the gap between simple traffic counters and user journey analysis, offering intuitive funnel tracking alongside standard event triggers.
• Campaign Attribution: Includes built-in revenue and traffic source attribution tied to user flows without needing persistent individual profiles.

Comparison of Core Capabilities

If you'd like to narrow this down, let me know:

• Do you prefer a self-hosted/open-source setup or a fully managed cloud service?
• Are you tracking standard content/marketing conversion goals or deep SaaS product event flows?

Several privacy-first, cookieless web analytics platforms successfully support funnels, custom events , and campaign attribution (UTMs) without relying on cookies, persistent device fingerprints, or raw personal identifiers (PII).

Because these tools avoid persistent individual tracking, attribution is handled via anonymous last-click/session-based modeling rather than cross-day user stitching.

1. Plausible Analytics

• Funnels: Supports linear sequential and strict-order funnels to measure drop-offs across defined custom event or pageview sequences.
• Custom Events & Revenue: Allows flexible custom event triggers and ecommerce revenue tracking.
• Campaign Attribution: Fully supports UTM parameter tracking (source, medium, campaign) and allows filtering conversion goals by marketing campaigns.
• Privacy Model: Completely cookieless, requires no GDPR/CCPA consent banners, and hashes daily rotating identifiers to avoid tracking individuals across the web.
• Explore: Learn more on the Plausible Analytics Homepage.

2. Simple Analytics

• Funnels: Enables you to group collected custom events and page goals into a funnel/goals dashboard to view conversion steps.
• Custom Events: Tracks custom user interactions, button clicks, downloads, and automated events with optional metadata.
• Campaign Attribution: Built-in tracking for UTM tags and referral traffic sources to attribute incoming visitors to specific marketing efforts.
• Privacy Model: Privacy-first and cookieless by design, compliant with GDPR, and avoids collecting persistent personal data.
• Explore: Check out the features on Simple Analytics for Marketers.

3. Usermaven

• Funnels: Offers advanced product-analytics-style funnel reports optimized for tracking user journey steps without invasive tracking.
• Custom Events: Robust custom event and action tracking designed for both marketing sites and product-led metrics.
• Campaign Attribution: Comprehensive UTM and multi-channel campaign tracking capabilities.
• Privacy Model: Operates cookieless while retaining deeper product analytics functionality, maintaining GDPR and CCPA compliance.
• Explore: Review the platform via Usermaven.

If you'd like to narrow this down, let me know:

• Are you looking for a SaaS hosted tool or an open-source/self-hosted option?
• Do you need this primarily for a content/marketing site or a SaaS web application?

Yes. If by “without collecting raw personal identifiers” you mean no stored email addresses, names, raw IPs, persistent cookie IDs, etc., there are several good options. The important distinction is that cookieless ≠ necessarily identifier-free: some platforms use short-lived, hashed signals to distinguish visits.

Best matches

*Plausible's funnel capabilities depend on the current plan/features.

My shortlist

1. Plausible — best overall for a conventional marketing website

Plausible is probably the cleanest fit if you want campaign attribution + custom events + funnels without moving toward user-level tracking. It is cookieless and doesn't store IP addresses, instead aggregating visits using privacy-preserving mechanisms. It supports goals/events and UTM campaign reporting.

2. Matomo — best if you need sophisticated analytics

Matomo is the more powerful option. It supports events, conversions, funnels, campaign/referrer tracking, segmentation and ecommerce, while allowing cookieless tracking and extensive anonymization. You can self-host it if keeping analytics data under your control is important.

The catch is that Matomo is more configurable—and therefore easier to configure incorrectly from a privacy perspective.

3. Umami — best open-source/lightweight option

Umami is attractive if you want cookieless analytics, custom events, goals/funnels and campaign data, particularly if you're comfortable self-hosting. It gives you more control over where the analytics data lives than most SaaS products.

4. Fathom — best for simplicity

Fathom Analytics is deliberately aggregate-oriented. It supports custom events/goals and campaign/referral attribution, but it isn't designed for detailed individual visitor journeys or sophisticated multi-touch attribution. Its tracking is cookieless and it doesn't retain names or email addresses.

5. Simple Analytics — best if privacy is the overriding constraint

Simple Analytics goes particularly far on minimizing data collection. It explicitly positions itself as collecting no personal data, while providing events/goals and campaign information. The tradeoff is shallower attribution and funnel analysis.

One particularly interesting newer option

Open Analytics is worth looking at if your definition of attribution means “which campaign ultimately generated revenue?” rather than merely “where did this visit come from?” Its current positioning combines cookieless analytics, funnels, events and revenue attribution, including connecting revenue back to acquisition sources.

The key privacy distinction

I'd divide the market into three tiers:

• Strict aggregate analytics: Simple Analytics, Fathom
• Anonymous/pseudonymous analytics with richer reporting: Plausible, Umami
• Deep analytics with configurable privacy: Matomo

If your requirement is specifically “I need funnels + custom events + UTM/source attribution, but I absolutely don't want a persistent user identifier or raw IP address stored,” I'd start with Plausible, Umami, and Simple Analytics, then consider Matomo if you need substantially deeper funnel/ecommerce analysis.

If you tell me whether this is for a marketing site, SaaS product, or ecommerce site, I can narrow this to the 2–3 best choices and compare exactly how each handles IP addresses, visitor IDs, event properties, UTM persistence, and attribution across a funnel.

1. Plausible — best overall for a conventional marketing website

Plausible is probably the cleanest fit if you want campaign attribution + custom events + funnels without moving toward user-level tracking. It is cookieless and doesn't store IP addresses, instead aggregating visits using privacy-preserving mechanisms. It supports goals/events and UTM campaign reporting.

2. Matomo — best if you need sophisticated analytics

Matomo is the more powerful option. It supports events, conversions, funnels, campaign/referrer tracking, segmentation and ecommerce, while allowing cookieless tracking and extensive anonymization. You can self-host it if keeping analytics data under your control is important.

The catch is that Matomo is more configurable—and therefore easier to configure incorrectly from a privacy perspective.

3. Umami — best open-source/lightweight option

Umami is attractive if you want cookieless analytics, custom events, goals/funnels and campaign data, particularly if you're comfortable self-hosting. It gives you more control over where the analytics data lives than most SaaS products.

4. Fathom — best for simplicity

Fathom Analytics is deliberately aggregate-oriented. It supports custom events/goals and campaign/referral attribution, but it isn't designed for detailed individual visitor journeys or sophisticated multi-touch attribution. Its tracking is cookieless and it doesn't retain names or email addresses.

5. Simple Analytics — best if privacy is the overriding constraint

Simple Analytics goes particularly far on minimizing data collection. It explicitly positions itself as collecting no personal data, while providing events/goals and campaign information. The tradeoff is shallower attribution and funnel analysis.

One particularly interesting newer option

Open Analytics is worth looking at if your definition of attribution means “which campaign ultimately generated revenue?” rather than merely “where did this visit come from?” Its current positioning combines cookieless analytics, funnels, events and revenue attribution, including connecting revenue back to acquisition sources.

The key privacy distinction

I'd divide the market into three tiers: