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Marko started Plausible Analytics in 2019. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on Plausible Analytics?
We’re a two-person team at Plausible. Both my co-founder Uku and I have had a similar journey with our opinion on and relationship with Google and their products.
No matter how great your blog post may be, chances are it will be seen only by your co-founder and perhaps your parents too if you don’t try to spread the word about it. So we do go into the relevant niche sites and communities, engage and share our message.
I was a big fan of Google and their products for many years. I constantly used many of their services and was happy to recommend them to my family and friends. Somewhere along the way, Google got too big and it all turned from trying to improve the world into trying to squeeze more money at the cost of the privacy of their users.
So I got more informed (or less ignorant) about the bad sides of Google and how Google affects the health and independence of the web. I started looking into better and more ethical alternatives to Google’s products and started sharing them on my website.
That’s how Uku found me and we got together to work on Plausible Analytics. There’s a need for better alternatives for all product lines where Google dominates. Analytics is just one of the problem areas and this is the one we’ve picked because of our experience in the field. We both worked in tech and decided to work on Plausible full time to try and make it sustainable while living from our savings.
I’ve installed Google Analytics on countless websites over the years and spent many hours looking at its user interface and all the reports. So I’m very familiar with its positives and its negatives too. It is a very confusing product to look at and to understand for many people unfamiliar with marketing and analytics.
If we can get a few thousand websites to remove Google Analytics, if another product could help get a few thousand people to search there rather than on Google search, if another service could get a few thousand people to send emails with them rather than Gmail... all this will make a difference and will create a more independent and more healthy web for us all.
A web that’s less reliant on adtech and the collection and monetization of personal data. Many people are frustrated about the state of the web today. Slow websites, intrusive dark patterns, the feeling of being surveilled and followed, and so on. And all of these (or the vast majority of them) come from the fact that the default business model of the web is surveillance capitalism.
Companies give you something for free but they collect a lot of data about you which needs tons of scripts on every website and then they try to sell your products you don’t need so they need to trick you to buy using all these different intrusive and obnoxious tactics.
Not everyone can pay for products and afford to support the independent web but if more of us who can do support people and businesses we feel are doing the right thing, those projects will grow and scale and will be able to provide a better service than the surveillance capitalists do even to the people who may not be able to pay.
Contributors to this article:
- Pat Walls, Founder @ Starter Story
- Wiki Updater