Looks like a really useful post by Piper Haywood on moving to Matomo.
I don’t currently have any analytics on my own personal website – I’m much more interested in genuine active interactions than shaped passive interactions. I kind of feel like passive analytics, visitor counts, etc, in a personal context, can feed into the performative aspect of the web. Like, "this post did better, I should write more like this". Losing some of your own voice to serve the numbers.
That said, in an organisational context, analytics can be very useful. "This visitor genuinely wanted to learn more about us, but struggled because X". And I would really like to not use Google. So I might have a play with Matomo on my own site and see if we could use it at work.