Plausible Insights OÜ
Plausible builds simple, lightweight, privacy-first web analytics as an alternative to Google Analytics. Its purpose is to help site owners understand website performance without cookies, personal-data collection, cross-site tracking or surveillance advertising.
At a Glance
- Small website owners and independent creators
- SaaS and technology companies
- Ecommerce businesses
- Publishers and bloggers
- +3 more
AI Tools by Plausible Insights OÜ
(1)
Plausible Analytics
Privacy Friendly Web Analytics
Discussions
No discussions yet
Be the first to start a discussion about Plausible Insights OÜ
Latest News
Launched flexible funnels, allowing optional intermediate steps between the first and last funnel steps.
Added funnel comparison over time and revenue totals and revenue-per-visitor metrics inside funnels.
Added chart annotations for marking launches, campaigns, SEO changes and other events.
Added full-URL breakdowns to Top Pages, Entry Pages and Exit Pages reports.
Products & Services
Hosted subscription web-analytics service with a simple dashboard, real-time reporting, goals and events, funnels, user journeys, revenue attribution, bot filtering, reports, APIs and privacy-preserving measurement.
Open-source, self-hosted edition of Plausible Analytics available from the public AGPL-licensed analytics repository.
Plausible-maintained WordPress plugin, Google Tag Manager template, Looker/Data Studio connector, official NPM tracker package, Events API, Stats API and first-party proxy options.
Market Position
Plausible positions itself as a simple, lightweight, open-source and privacy-first alternative to Google Analytics, emphasizing no cookies, no personal-data collection, no surveillance business model and a small, understandable dashboard. Its own comparison resources also position it against Matomo and Cloudflare Web Analytics; its differentiation is the combination of managed SaaS convenience, AGPL self-hosting, EU hosting, transparent subscription funding and conversion-oriented features without Google Analytics-style complexity.
Leadership
Founders
Uku Täht
Developer who started Plausible alone in December 2018 after being asked to integrate Google Analytics into a landing page; the company says his initial reaction was to look for a simpler alternative. He leads design and development and represents Plausible Insights OÜ.
Marko Saric
Marketing and communications specialist who joined Uku in 2020 as marketing co-founder. His background includes a BA in Marketing Management, digital, affiliate, social-media and content marketing at large publicly listed companies, founding HowToMakeMyBlog, and leading growth at the venture-funded B2B social-media analytics startup Locowise.
Executive Team
Uku Täht
Co-founder; design and development
Developer who founded Plausible and owns product design and development.
Marko Saric
Co-founder; marketing and communication
Marketing and growth professional responsible for marketing, communications, community and customer-facing work; previously worked in digital marketing and at Locowise.
Founding Story
Uku Täht began Plausible in December 2018 as a simple, privacy-friendly alternative to Google Analytics after finding the standard Google Analytics installation unnecessarily intrusive and complex. A public beta followed in early 2019; paid subscriptions launched in May 2019. In 2020 Marko Saric joined after Uku contacted him about becoming a marketing co-founder, allowing Uku to focus on product development while Marko handled marketing, community and customer support.
Business Model
Revenue Model
Subscription revenue from hosted Plausible Analytics plans, based primarily on monthly pageviews and custom events. The company says subscription revenue is its only revenue source; subscriptions are sold through Paddle, which acts as authorized reseller and merchant of record. The open-source Community Edition supports self-hosting.
Pricing Tiers
One site; 3 years of retention; dashboard, reports, Google Analytics import, goals/events, saved segments and annotations.
Everything in Starter; up to 3 sites, 3 team members, team management, shared links, embedded dashboards, shared segments and annotations.
Everything in Growth; up to 10 sites and team members, 5 years retention, custom properties, Stats API, Data Studio connector, ecommerce revenue attribution, funnels, User Journeys and consolidated views.
Custom limits and support; 10+ sites/team members, higher API limits, Sites API, SSO, managed proxy, scheduled raw-data exports, 5+ years retention and priority support.
Target Markets
- Small website owners and independent creators
- SaaS and technology companies
- Ecommerce businesses
- Publishers and bloggers
- Freelancers and digital agencies
- Public-sector and educational organizations
- Privacy-friendly website analytics replacing Google Analytics
- SaaS and product teams measuring acquisition, engagement and conversions
- Ecommerce revenue and campaign attribution
- Publishers, bloggers and creators tracking audience traffic
- Freelancers and agencies managing multiple client sites and white-label or embedded dashboards
- Public-sector and education websites requiring privacy-conscious analytics
- Stripe
- Mozilla
- Basecamp / 37signals
- Ghost