I've been looking for a Google Analytics replacement since forever. For three reasons mostly:
Cookie consent: I'm fed up with cookie popups myself and I really don't want to annoy our users with it
Google: tracking our visitors
Speed and performance: Google Analytics script is bulky, slow and makes weird requests to external hostnames like
stats.g.doubleclick.net. I tried making it faster, experimented with
defer, even tried loading it after a 2-second timeout but still wasn't satisfied with my LightHouse timeline and the main thread workload. Ironically even Google's own PageSpeed Insights tool keeps complaining about Google Analytics being slow.
Marco Sarik did a nice detailed review of CloudFlare analytics if you're interested.
As a result, we're on Plausible. The SaaS version, not the self-hosted one, since we have enough devops going on already and it feels good to support fellow indie-developers like us. Plausible is a nice privacy-focused product that looks very simple on the surface, but lets you dive deeper with just a couple of clicks. One can optionally set "goals" and even integrate with Google Search Console. Which basically covers 99.99% of my analytics needs.
We did have an unusual requirement though - an API we could call from our internal dashboard. We need that to discover pages that receive no traffic and do regular content cleanups. Removing underperforming pages is one of the crucial SEO-tasks these days and no analytics product offers a report like that (for obvious reasons, if a page gets no hits - it's not in your analytics). That is why API was a must and Plausible (with a bit of Chrome Dev Tools magic) worked fine.