I'm the maintainer of the project and it's so heartwarming to see it being recommended on this forum.
All the projects mentioned here are great. What I think sets Plausible apart is that we've managed to create a profitable business around a 100% AGPL-licensed codebase (i.e. no dual-license for enterprise version). This means we can keep investing into the product and adding new features without being in the 'thankless OSS maintainer' role that so often ends in burnout.
We're currently working on importing historical data from Google Analytics into Plausible[1] which should make switching even easier for many folks. Stay tuned.
(the second Plausible cofounder)
Plausible is enough for most, but it doesn't track as much as Google Analytics. It's enough to know which content works, but not enough to understand your users' behaviour.
However removing the cookie banner is a great UX improvement, and respecting your users' privacy is what you ought to do.
I'd also add that the maintainers were nothing short of excellent, and took care of two tickets I opened before.
Also has a self-hosted option which is 'free', but you need to pay to host it someplace. I just pay them instead.
We are using it on sites that generate between 15 and 100k monthly views [1], and it works flawlessly!
Also has a super easy API to add custom events (gone is the nightmare of configuring it in GTM)
[1] https://devitjobs.us and others