[lobsang]

GDS used to recommend matomo, especially for services with 'sensitive' content (each service on gov.uk is actually developed, hosted and deployed separately). I know the foreign office used it, unfortunately the trend amongst the designers/analysts/product managers had been to push GA without any real thought process (because frankly it's easier than getting permission to setup and maintain a self-hosted product)

[lucasverra]

yeah same experience in France.

GA is already approved and installable via a meta tag, so besides the warm feeling of fighting the giant, there is not too much upside and lots of questions to answer.

Upper stakeholders should connect the ideas : "Google data monopoly" and "other option for analytics should be available".

/rant's-off