I do know Plausible, and their motivation is to make a sustainable business providing basic web analytics, which is why they charge for their service and Google

I do know Plausible, and their motivation is to make a sustainable business providing basic web analytics, which is why they charge for their service and Google doesn't. The data they provide to the users of their service is like an order of magnitude less detailed than what Google provides. I get the cynicism about the industry in general since Google led this merger between web analytics and advertising, but there are plenty of providers in the analytics space that aren't following that path.