About OpenTracking
Practical web analytics without Big Tech
Hi, I’m Sebastian
I help businesses understand their website visitors — without compromising anyone’s privacy.
Web analytics consultant from Melbourne, Australia. 12+ years helping website owners make sense of their data.
My Story
I started as a web developer in Melbourne back in 2011. Built websites for local businesses — cafes, retail shops, service companies. Pretty quickly I noticed a pattern: clients would launch their site, check their analytics dashboard once, get overwhelmed by the wall of numbers, and never look at it again.
The data was there. The insights weren’t.
So I shifted focus. Spent the next decade helping businesses actually use their analytics — not just collect data, but understand what visitors do and why it matters for the bottom line.
Along the way, I watched the analytics industry change. Cookie consent banners everywhere. Privacy regulations getting stricter. Users blocking trackers. The old approach stopped working.
That’s when I discovered privacy-first analytics tools — Plausible, Matomo, Umami, Fathom. Simple dashboards. No cookie banners needed. Data you actually own. I’ve since helped over 200 websites migrate to these tools, and the feedback is always the same: “Why didn’t I do this sooner?”
What I Believe
Track what matters, ignore the rest. Most websites don’t need 47 metrics and custom dimensions. They need to know: Are people finding what they came for? What content works? Where do visitors get stuck?
Your visitors aren’t data points. They’re people trying to get something done. Good analytics helps you help them faster.
Privacy and insights aren’t opposites. You can understand your audience without tracking their every move across the internet. The tools exist. They work. They’re often simpler than the alternatives.
What You’ll Find Here
OpenTracking is where I share everything I’ve learned about web analytics — minus the jargon and enterprise complexity.
Tool Reviews
Honest breakdowns of Plausible, Matomo, Umami, Fathom, and other privacy-first analytics tools. What works, what doesn’t, and who each tool is for.
Practical Guides
Step-by-step tutorials for setting up tracking, understanding your data, and making better decisions. No fluff, no theory — just what works.
Real Examples
Case studies and lessons from actual implementations. What I’ve learned helping businesses — from local shops to growing e-commerce brands.
Let’s Connect
Got questions about analytics? Working on a tricky tracking problem? Just want to say hi?