Cookie banners everywhere – but do you really need them? Fathom as a clear, GDPR-compliant alternative to Google Analytics

It feels like every website today has a cookie banner – often annoying, sometimes opaque. However, you don’t necessarily need cookies for web analytics (and thus usually no banner either). In this article, we show why Fathom Analytics is a lean, GDPR-friendly alternative to Google Analytics – and how you can measure legally and data-efficiently without alienating your users.

Why everyone has banners – and many don't need them

Cookie banners stick to the web like seaweed to a hull. Background: For non-technically necessary cookies (such as advertising/tracking cookies), the ePrivacy Directive in conjunction with GDPR generally requires prior, voluntary consent. Classic analytics scripts with cookies (or similar identifiers) often fall into this category. Result: a patchwork of banners and consent fatigue.

The good news: If your analytics tool works without cookies and without personal profiles, in many setups no cookie banner is needed – because you don’t need to obtain consent for marketing/tracking cookies. (Details depend on your specific use case; always check with legal.)

What is a “cookie” anyway?

In short: Cookies are small text files that the browser stores so that websites can “remember” what happened (session, shopping cart, language, tracking, ...).

• First-party cookies: come directly from the visited domain, often functional.

• Third-party cookies: originate from third parties (e.g., adtech), frequently used for cross-site tracking.
  For the latter, you almost always need consent – and that’s exactly what you want to avoid if possible.

Fathom in 5 points – how Analytics remains GDPR-compliant

1) Cookieless by Design

Fathom uses no cookies and no “similar technologies” in the embed script. Instead, it collects aggregated, data-efficient metrics without building user profiles. Result: No banner obligation through analytics alone (depending on your site’s overall situation).

2) EU Isolation after Schrems II

For visits from the EU, Fathom processes the relevant data entirely within the EU – IP addresses do not leave the EU. This feature is called “EU Isolation” and addresses typical Schrems II risks regarding transfers to third countries.

3) Data Minimization & Pseudonymization

Fathom minimizes data collection (no tracking of individuals) and pseudonymizes technical data points to provide insights without unnecessarily creating personal references. This aligns with GDPR principles such as Data Minimization and Privacy by Design.

4) Performance & Simplicity

The script is lightweight, loads quickly, and provides readable dashboards without the GA labyrinth. Particularly useful for teams answering product/content questions instead of navigating endless menus.

5) Clear Setup instead of CMP Tetris

Since Fathom operates without cookie consent (for analytics purposes), your CMP constraints often become unnecessary – less friction, better UX, and fewer legal attack surfaces regarding banner designs. (Consent UX has been repeatedly debated in AT, focusing on DSB/OGH/BVwG reviews.)

Practice: When do you still need a banner?

• You use other tools that employ cookies or fingerprinting for marketing/personalization.

• You combine analytics data with other identifiers (e.g., login/CRM data) into profiles.

• You use A/B testing or ad retargeting with identifiers.
  Then consent requirements apply again. Fathom doesn't solve every compliance question – but it uncouples analytics from your banner chaos.