There is a continuum of alternatives from tool like fathom, plausible on the more 'vanity metrics' side, GA4, Matomo and others somewhere around the middle and

There is a continuum of alternatives from tool like fathom, plausible on the more 'vanity metrics' side, GA4, Matomo and others somewhere around the middle and the fully custom corporate actionable solutions like the offerings from Adobe (and others) or custom built solutions. It depends on what the people needs or want. A smallish blog has different needs that a global company with multiple brands in different markets doing e-commerce, brand advertising and what not (think VW or BMW). And a medium sized B2B e-commerce shop has again differing needs.