Matomo

Matomo is an open-source web analytics tool that can be self-hosted on your own server so full data stays under your control.

Matomo is the most established Google Analytics alternative and its selling point is data ownership and privacy, because when you self-host, data never leaves your server. But a common conceptual mistake is equating “open-source / self-hosted” with “domestic”: Matomo can be installed on any server in any country, yet it is no country's domestic service, and the burden of setup, updates, scaling and backups is on you. It also has a cloud version, where data instead sits on Matomo's servers and the main advantage fades. Matomo's data model is close to classic web analytics (visits and sessions) and it is a serious option for a team with the technical capacity to maintain a server and the wish to keep data from leaving.