About Spårlös
Why we built a Swedish web analytics
There was no one in Sweden filling the gap. So we built the one we wanted to buy ourselves.
The background
The Schrems II ruling in 2020 drew a clear line. The EU Court of Justice held that personal data leaving the EU for the US does not have the same protection, and that websites using American analytics need to do something about it. In 2023 the Swedish data protection authority (IMY) reinforced this with concrete guidance on Google Analytics 4.
The theoretical solution was simple: switch to a cookie-free, EU-hosted analytics service. The practical solution was not. Plausible and Fathom are good products, but they bill in USD or EUR, do not include a Swedish DPA, have no Swedish-language support channels, and lack the small things a Swedish business customer takes for granted: F-tax certificate, company registration number, invoicing with a VAT breakdown, support in the same time zone.
At the same time the alternative, to keep running GA4 with a cookie banner, would mean two costs for the site owner: a legal risk and a conversion loss. Banners lose up to 60 percent of consents from Swedish visitors, which makes the analytics data both unlawful and unusable.
There was simply a gap. We built Spårlös to fill it, starting from a concrete hypothesis: a privacy-friendly analytics service with a Swedish DPA, billing in SEK, a Swedish-language interface and a journey-first dashboard would be worth 59 to 249 kr per month to a Swedish SMB.
What we believe
Four principles that guide decisions. When we hesitate over a feature choice or a pricing model, we go back to these.
Privacy is not a feature. It is the foundation.
We do not build optional add-ons for anonymization and call it privacy. The entire data model is built on the premise that we do not know and do not want to know who the visitor is. No cookies, no fingerprinting, no personal data, no stored IP addresses.
You own your data. We never sell it on.
It is a short sentence in our privacy policy and a short sentence in our business model. We make money from customer subscriptions. Not from reselling visitor patterns to advertisers, data brokers or AI training companies.
A good product is easy to understand.
Pageviews, visitors, sources, pages, journeys, goals. That is what most sites need. We do not build an event SDK, no automatic event detection, no server-side tagging. The tracker script is under 1.5 KB for a reason.
Transparency in price and practice.
No hidden fees, no "call us for pricing", no free plans that get silently downgraded. VAT is included in all prices. We use the product ourselves on sparlos.se so we see the same numbers as you.
How we work
Spårlös is run as a bootstrapped company from Sweden. A small crew, no outside capital, no board demanding an exit strategy. That lets us make quick decisions and say no to features that would weaken privacy.
The entire infrastructure sits in the EU. Our event collection, our database, our email delivery, our payment provider. When we choose a new component the first filter criterion is "is there an EU region", not the price or the functionality.
We use the product ourselves on sparlos.se. The same tracker, the same dashboard, the same 10,000-pageviews-per-month starting limit. That means we get the same annoyances as our customers, and that we cannot hide performance problems behind an internal "admin" view. If something is slow, we notice it first.
Support and product decisions come from the same people. If you email [email protected] there is a good chance the person who replies also wrote the code you are asking about.
Three hard promises
Things we commit to never doing, regardless of business pressure.
We never set more cookies
A single session cookie for logged-in dashboard users. No marketing, analytics or tracking cookies. Ever.
No US subprocessors in the data flow
All event collection, storage and analysis happens on EU infrastructure. No Cloudflare workers in the data flow, no Anthropic or OpenAI API calls in the pipeline.
Bootstrapped, no investors
No investors demanding an exit, no pivot to ads, no "we have to sell the data to survive". Our only loyalty is to the customers who pay.
Stop sending data to the US. Start today.
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