Why I Built It

Every site I shipped for years came with the same awkward add-on. A cookie banner. Nobody reads them, everybody clicks them away, and they exist mostly because the analytics underneath are collecting more than they should. On mobile, somewhere between 30 and 60 percent of visitors reject that banner outright, which means the analytics never even counted them. So you annoy everyone, and you still end up with incomplete data.

There is a deeper problem too. Google Analytics sends personal data to the US, and after the Schrems II ruling in 2020 that became a real legal liability sitting with the site owner, not with Google. Sweden's data protection authority, IMY, made this concrete in 2023 with rulings against CDON, Coop, Dagens Industri, and Tele2 for exactly this. I kept pointing clients at the privacy-friendly alternatives, and they are good products, but none of them were really built for a Swedish buyer. So I built one.

What Spårlös Is

Spårlös (Swedish for "without a trace") is cookie-free web analytics, hosted in the EU and Sweden. You add one small script, you get the numbers you actually need, and because it sets no tracking cookies and stores no personal data, your site does not need a consent banner for analytics at all. It is a Swedish company end to end: a Databehandlaravtal (data processing agreement) in Swedish at signup, billing in SEK, support in Swedish, and hosting moving to a Swedish datacenter during 2026.

The Part I Actually Care About

Most analytics tools answer "how many". Spårlös is built to answer "what did they actually do". There is a live view that shows the visitors on your site right now, refreshing every few seconds, with the path each one took to get where they are. There is a reconstructed journey view, including a flow diagram that shows how people move through the site. And any session can be opened into a full timeline with the time spent on each step. You read it in seconds, and it tells you the story, not just the score.

How It Stays Private

The mechanism is deliberately simple. The script is about 1.4 KB on the wire (for comparison, the Google Analytics tag is roughly 70 KB, which your mobile visitors feel). It sends one event per pageview. The visitor's IP is used server-side to derive a country and a daily-rotating hash, then discarded immediately and never stored. The hash is built from the IP, user agent, the site ID, and a salt that rotates every day, so it cannot be linked across two sites, and it cannot be linked across two days. No cookies, no localStorage, no fingerprinting. It honours Do Not Track and Global Privacy Control on both the client and the server. Bots and crawlers, including the LLM ones, are filtered out at ingest so they never inflate your numbers.

It Watches Your Uptime Too

Since I was already building the pipeline, I folded in the things I always end up paying for separately. Uptime monitoring, with response-time history and email alerts when your site goes down. A consolidated weekly email summary across all your sites. A generated PDF monthly report on the top plan. And a dashboard card for the human visitors arriving from AI products like ChatGPT, Claude, and Perplexity, which is becoming real traffic worth seeing on its own rather than buried in referrers.

What It Costs

All prices include 25 percent VAT and are quoted in SEK.

There is a 14-day Pro trial with no card required, and it quietly drops to the free Hobby plan afterwards if you do nothing. For launch, the code LAUNCH50 takes 50 percent off Starter or Pro monthly for the first three months.

Try it

Spårlös is live at sparlos.se. If you run a Swedish or EU site and have ever felt uneasy about how much your analytics quietly collects, or you received a warning from IMY and need to move off Google Analytics, this is built exactly for that. Questions go to hej@sparlos.se

Privacy is your right, not a privilege, and that should cover the people who visit your site, not just you. Spårlös is my attempt to make the private option also the easy one.