The EU company Fathom is not
The Fathom alternative for the EU and Sweden
Fathom is polished but Canadian. For Swedish procurement, EU isolation, and journey-first UX, Spårlös is the better choice. Plus: a free Hobby plan that Fathom lacks.
Six reasons Spårlös wins against Fathom
- We are an EU-based company, not a Canadian one. For Swedish procurement it matters a great deal where the supplier is based.
- A Swedish DPA included at sign-up. An F-skatt invoice in SEK. Fathom bills in USD without Swedish VAT reporting.
- Journey-first UX with a live view and most common journeys. Fathom shows numbers, we show the visitor’s path through the site.
- Uptime monitoring is included in Pro (249 kr/mo incl. VAT). With Fathom it is a separate add-on.
- A weekly summary by email. Top pages, the best day, the delta against last week. Included in Pro.
- A free Hobby plan for small sites. Fathom has no free plan at all.
Fathom’s strengths, and where they run out
Fathom is polished. The interface is well thought out, the documentation is honest, and their privacy story is credible. They are based in the United Kingdom and Canada and have a separate EU database for European customers.
For a global SaaS that values polish, Fathom is a solid choice. Where it starts to chafe for Swedish customers is when local procurement, F-skatt invoicing, and journey-first UX become important. These three areas are where Spårlös takes over.
Three practical scenarios
When the switch from Fathom to Spårlös goes from "nice" to "obvious".
You sell to the Swedish public sector
Municipalities, regions, and government agencies have their own procurement routines. "A Swedish AB" and "a Swedish DPA" are straight check marks on their forms. Fathom, as a Canadian company, becomes a point of friction in every procurement. Spårlös works without an exemption.
You run e-commerce with a journey focus
Fathom shows that 1,200 visitors reached the product page. Spårlös shows you that Anna came from Instagram, read three product pages, added one item to the cart, and dropped off at shipping. For conversion optimisation, journey data is worth more than aggregates.
Your accounting wants to see SEK and VAT
Fathom bills in USD without Swedish VAT reporting. Your accounting has to handle currency conversion and any reverse charge manually. Spårlös invoices in SEK with 25 percent VAT reported automatically on the invoice.
Fathom vs Spårlös, row by row
Frequently asked questions
Is Fathom GDPR-safe?+
Generally yes, but their data is technically handled in the United Kingdom (post-Brexit status) and Canada. For the Swedish public sector this is often a grey area, and some municipalities rule Fathom out for that reason.
How does the price compare?+
Fathom starts at $15/mo (around 165 kr) for 100k pageviews. Spårlös Pro costs 249 kr/mo for 100k pageviews with more features included (uptime, PDF export, a weekly summary in Swedish).
What does "journey-first" mean more specifically?+
Our live view shows not just that someone is on the site, but their entire journey: which pages they have already seen, in what order, and how long they stayed on each. The "Most common journeys" table shows the most popular flows. This is not a configuration you set up, it is how the dashboard is designed from the ground up.
Get started with Spårlös
No credit card, no setup fee. Cancel if Fathom suits you better.