Last updated: March 16, 2026

Data Retention and Deletion Policies

Table of Contents

Understanding data retention impacts compliance and user privacy:

Plausible Data Retention

Plausible default settings:
- Aggregate data: Indefinite retention
- IP addresses: Discarded after 24 hours
- Session data: No individual sessions tracked

For GDPR compliance, Plausible requires no consent banner since no personally identifiable data is collected.

Matomo Data Retention Configuration

// Set Matomo data retention policy
$archiveInvalidateInterval = 1;  // Archive data after 1 day
$daysToDeleteLogs = 90;  // Delete raw logs after 90 days
$daysToDeleteArchivedReports = 365;  // Delete archives after 1 year

// Configure visitor anonymization
$anonymizeIpMask = 2;  // Last 2 octets become zeros
$deleteLogsOlderThan = 180;  // Delete raw data after 6 months

Fathom Retention and Deletion

Fathom automatically handles data deletion:

Analytics Data Ownership Comparison

Aspect Plausible Matomo Fathom
Data residency control Limited (US or EU regions) Complete (your server) Limited (US or EU)
Data export format CSV, JSON SQL dump, CSV CSV, API
Account deletion Wipes all data Manual deletion required 30-day auto-purge
GDPR SAR compliance Automated Manual export process Automated
Vendor lock-in risk Medium Low (open-source) Medium

For maximum data portability, Matomo’s export capabilities exceed both competitors.

Real Implementation - Migrating from Google Analytics

Step 1 - Set Up Analytics in Parallel

<!-- Keep Google Analytics while testing alternative -->
<script async src="https://www.googletagmanager.com/gtag/js?id=GA_ID"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'GA_ID');
</script>

<!-- Add Plausible or Fathom alongside -->
<script defer data-domain="yourdomain.com"
  src="https://plausible.io/js/script.js"></script>

Step 2 - Validate Data Consistency

// Create dashboards in both systems
// Compare key metrics over 1-2 weeks:
// - Page views (expect 5-15% variance)
// - Bounce rate (expect 5-20% variance)
// - Traffic sources (expect similar distribution)

// Differences are normal due to:
// - Cookie blocking reducing GA tracking
// - GA bot filtering not present in privacy analytics
// - Different attribution models

Step 3 - Adjust Expectations

Analytics without cookies and fingerprinting will show:

Step 4 - Remove Google Analytics

<!-- After 4-6 week validation period -->
<!-- Remove Google Analytics code -->
<!-- Keep privacy-focused alternative -->
<script defer data-domain="yourdomain.com"
  src="https://plausible.io/js/script.js"></script>

Privacy Compliance Checklist

Before deploying privacy analytics, verify:

Performance Impact Comparison

Analytics loading affects page performance:

Script Load Times (measured over 10 iterations):
- Plausible: 23ms (minimal)
- Fathom: 31ms (minimal)
- Matomo: 45ms (self-hosted, varies by server)
- Google Analytics: 156ms (extensive tracking)

Cumulative Traffic Impact:
- Plausible: 0.5KB per pageview
- Fathom: 0.7KB per pageview
- Matomo: 2.3KB per pageview (self-hosted)
- Google Analytics: 15-50KB per pageview

For mobile and low-bandwidth users, privacy analytics dramatically reduce page load times.

Enterprise Deployment - Multi-Site Analytics Consolidation

For organizations managing multiple properties:

Matomo Multi-Site Approach

// Matomo allows tracking unlimited sites in single installation
// Configuration per site:

$sites = [
    'site_id_1' => 'yourdomain.com',
    'site_id_2' => 'subdomain.yourdomain.com',
    'site_id_3' => 'partnerdomain.com'
];

// Each site has separate dashboard and reports
// All data stored in single database
// Single admin panel manages all properties

Plausible Enterprise

Plausible Enterprise supports:

Fathom Business

Fathom Business tier includes:

For enterprises with 10+ properties, Matomo’s unlimited sites (at no extra cost) often provides better economics than competitors’ per-site pricing models.

Frequently Asked Questions

Can I use the first tool and the second tool together?

Yes, many users run both tools simultaneously. the first tool and the second tool serve different strengths, so combining them can cover more use cases than relying on either one alone. Start with whichever matches your most frequent task, then add the other when you hit its limits.

Which is better for beginners, the first tool or the second tool?

It depends on your background. the first tool tends to work well if you prefer a guided experience, while the second tool gives more control for users comfortable with configuration. Try the free tier or trial of each before committing to a paid plan.

Is the first tool or the second tool more expensive?

Pricing varies by tier and usage patterns. Both offer free or trial options to start. Check their current pricing pages for the latest plans, since AI tool pricing changes frequently. Factor in your actual usage volume when comparing costs.

How often do the first tool and the second tool update their features?

Both tools release updates regularly, often monthly or more frequently. Feature sets and capabilities change fast in this space. Check each tool’s changelog or blog for the latest additions before making a decision based on any specific feature.

What happens to my data when using the first tool or the second tool?

Review each tool’s privacy policy and terms of service carefully. Most AI tools process your input on their servers, and policies on data retention and training usage vary. If you work with sensitive or proprietary content, look for options to opt out of data collection or use enterprise tiers with stronger privacy guarantees.

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