Friendly Analytics vs Stormly

Compare Friendly Analytics and Stormly on capabilities, jurisdiction, assurance, and fit for European buyers.

Both listed as alternatives to: Google Analytics

Friendly Analytics

Switzerland· Web Analytics

Needs review

Shortlist when you need full Matomo depth (heatmaps, funnels, ecommerce, API) with Swiss product hosting and managed privacy defaults—especially regulated CH/EU orgs leaving Google Analytics. Skip when you only want a minimal pageview counter, a free self-serve tier, or pure DIY Matomo ops—consider Plausible, etracker, or self-hosted Matomo instead.

Matomo-as-a-ServiceCookieless by defaultSwiss product hostingISO 27001 (claimed)DPA availableEU / on-prem option

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Stormly

Netherlands· Web Analytics

Needs review

Shortlist Stormly when you need Dutch-contracted, e-commerce-first product analytics: SKU-aware report packs, Shopify/Adobe-oriented setup, inbox-style AI anomaly narratives, and a public DPA. Skip when you need cookieless privacy web stats only (consider Plausible, Simple Analytics, or Pirsch), open-source self-hosting, verified ISO/SOC on a public cert page, or a subprocessor chain free of US-group cloud and Azure OpenAI.

E-commerce product analyticsSKU-aware reportsAI anomaly insightsShopify / Adobe CommerceNL entity + public DPASaaS (not self-host)

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Highlighted rows differ between the two products.

Friendly Analytics vs Stormly: Snapshot
Feature	Friendly Analytics	Stormly
Country of origin	Switzerland	Netherlands
Category	Web Analytics	Web Analytics
Open source	Yes	No
Self-hosted	Yes	No
Headquarters	Switzerland	Netherlands
Legal entity	Friendly LLC (Friendly GmbH on DPA), Werkhofstrasse 5, 6052 Hergiswil, Switzerland	Monon B.V. (Lutmastraat 1-3, 1072 JL Amsterdam; KvK 76248747 per Terms)
Governing law	Swiss law (per customer principal agreement / DPA framework)	Netherlands (Dutch law; Amsterdam courts)
US parent / control	No known US parent	No known US parent
CLOUD Act exposure (indicative)	Medium	Medium
Hosting / residency	Analytics product: Infomaniak (CH) primary hosting; Netstream and Hosttech (CH) backups. AWS listed only for Friendly Automate email, not Analytics. Enterprise marketing also offers EU or on-premise hosting. Company ops: US SaaS including Google Workspace, HelpScout, Stripe, Notion, Calendly, Cloudflare (help docs).	Client analytics subprocessors (Security Architecture): Hetzner (EU); Amazon AWS (US company, vendor states EU regions only for encrypted analytics backups); Vultr (US company); Microsoft Azure OpenAI (US company, vendor states EU Azure region). Plans market EU data residency. Controller privacy policy also references Vultr/AWS for account data, AuthSMTP EU + Amazon SES USA for email, Stripe for payments; marketing site uses Google Analytics and Hotjar.
Summary	Swiss Matomo-as-a-Service: cookieless-by-default web analytics with heatmaps, funnels, and ecommerce, product data hosted in Switzerland, plus enterprise DPA and on-prem options.	Dutch SaaS product analytics for e-commerce teams: SKU-aware reports, AI-assisted anomaly and root-cause insights, and Shopify/Adobe Commerce/Segment/GTM-oriented connections under Monon B.V. (Amsterdam).
Tags	analytics gdpr matomo privacy open-source switzerland nfadp enterprise self-hosted	analytics gdpr e-commerce product-analytics ai shopify

At a glance: Friendly Analytics vs Stormly
At a glance	Friendly Analytics	Stormly
HQ	Hergiswil, Switzerland	Not listed
Legal entity	Friendly LLC / Friendly GmbH	Not listed
Stack	Matomo (unmodified + premium plugins)	Not listed
Product hosts	Infomaniak; backups Netstream & Hosttech (CH)	Not listed
Commercial model	Hit-based SaaS; enterprise custom; no free trial	Free tier + monthly plan + custom; trial path on paid
Open source base	Matomo; portable to other Matomo hosts	Not listed
HQ / entity	Not listed	Monon B.V., Amsterdam, Netherlands
Category	Not listed	E-commerce product analytics (SaaS)
Hosting (public)	Not listed	Hetzner; AWS EU-region backups; Vultr; Azure OpenAI EU region (vendor docs)
Open source	Not listed	No
Self-host	Not listed	No
Governing law	Not listed	Dutch law; Amsterdam courts

Key capabilities: Friendly Analytics vs Stormly
Key capabilities	Friendly Analytics	Stormly
Matomo-as-a-Service	Yes	Not listed
Cookieless by default	Yes	Not listed
Swiss product hosting	Yes	Not listed
ISO 27001 (claimed)	Yes	Not listed
DPA available	Yes	Not listed
EU / on-prem option	Yes	Not listed
E-commerce product analytics	Not listed	Yes
SKU-aware reports	Not listed	Yes
AI anomaly insights	Not listed	Yes
Shopify / Adobe Commerce	Not listed	Yes
NL entity + public DPA	Not listed	Yes
SaaS (not self-host)	Not listed	Yes

Friendly Analytics

Matomo-as-a-Service with privacy defaults
Runs unmodified Matomo plus selected premium plugins, preconfigured for cookieless tracking, IP truncation, and nFADP/GDPR-oriented defaults so teams avoid operating Matomo themselves while keeping exit paths to another Matomo host.
Heatmaps, funnels, session recording, and ecommerce
Beyond pageviews: heatmaps, privacy-oriented session replays, conversion funnels, form analytics, A/B tests, and ecommerce reporting for UX and revenue analysis without bolting on a separate US product suite.
Swiss product hosting with EU or on-prem options
Visitor analytics hosted with Infomaniak in Switzerland; backups via Netstream and Hosttech (CH). Enterprise can contract Swiss, EU, or on-premise placement—confirm region in the order form rather than assuming SaaS-only CH.
Ads conversion export without third-party pixels
Advertising Conversion Export sends conversions to Google or Bing via API so campaigns can be optimized without placing those vendors' tracking codes on your site—useful when privacy policy bans extra ad tags.
GA import, reporting API, and Matomo portability
Historical Google Analytics data can be imported (manual, effort-billed). Reporting API and live export links feed BI tools; data can move to another Matomo instance, limiting classic SaaS lock-in.
Enterprise contracts, SSO, and dedicated instances
Enterprise tier adds custom DPA/DORA/NDA/SLA paperwork, dedicated account management, SSO, custom domain, dedicated instance, and phone/video support for banks, insurers, and public bodies.

Stormly

AI agent for trends, anomalies, and root-cause style digs
Stormly positions an AI agent that watches connected e-commerce data for trends and anomalies (for example conversion drops or product spikes), then delivers plain-language findings—often to the inbox—with root-cause style exploration for questions like mobile conversion drops or regional return spikes. AI assistant access is plan-dependent; the public DPA documents Azure OpenAI (Microsoft) handling of assistant queries with a 30-day retention window and property stripping rules. Best for merchandising and growth leads who want narrative answers without waiting on a data team.
SKU-aware e-commerce report library (plus custom builds)
Ready reports target commerce questions: New Arrivals Performance (early SKU winners/laggards), Unviewed & Unsold Products, cart abandonment and revenue contribution by product/category, Conversion Journey and funnels by device/region, A/B test insights, Aha Moment Discovery, cross-selling analysis, and broader library items (retention, CLV, forecasting, SQL report, and more). Vendor materials state custom reports are included without a separate fee when a needed view is missing—useful for mid-market retailers that outgrow generic event charts.
Shopify, Adobe Commerce, Segment, and GTM-oriented connections
Homepage setup emphasizes linking Shopify, Adobe Commerce, or Segment quickly, with Google Tag Manager also listed among integrations. The DPA describes additional programmatic paths (JS library, import, custom endpoints, third-party sources). Fits stores already on common commerce stacks; teams on exotic storefronts should validate event coverage and product-feed depth in a pilot before replacing an existing analytics stack.
End-user tracking with IP anonymization defaults
Per the DPA, IP addresses for end-user analytics are not stored in full: the last octet is removed and geo/timezone are derived from the anonymized value. Web integrations automatically capture first-party cookie user ids, page/referrer/UTM context, and device metadata; app properties depend on client or CDP configuration. This is still full product analytics (not cookieless aggregate-only web stats)—clients remain responsible for consent banners and lawful basis for shopper tracking.
Public DPA, security architecture, and Dutch contracting
B2B buyers can download a Data Processing Agreement (effective 2023-09-06) and a Security Architecture page listing subprocessors, encryption expectations, backup retention (analytics backups up to six months), and logical tenant isolation. Contracts and DPA are governed by Dutch law with Amsterdam courts. Useful for EU procurement packages—but US-group subprocessors (AWS, Vultr, Azure OpenAI) still require transfer and CLOUD Act diligence.

Assurance & compliance: Friendly Analytics vs Stormly
Assurance & compliance	Friendly Analytics	Stormly
Independent security / no-logs audit	Not found Vendor describes anonymization defaults and mentions external pen tests in ISO materials; no public independent no-logs audit report found.	Not found Security Architecture describes encryption, monitoring, isolation, and vulnerability contact (security@stormly.com); no public third-party audit PDF found.
ISO 27001	Vendor claimed Vendor publishes ISO/IEC 27001:2022 certification covering the company/products with a certificate PDF; not independently re-verified against the cert body registry in this draft.	Not found No public ISO 27001 certificate located on official legal/security pages reviewed.
SOC 2 / SOC 3	Not found No SOC 2/3 claim found on security/about pages reviewed.	Not found No public SOC 2/3 report located on official pages reviewed.
GDPR / EU data protection	Vendor claimed Swiss entity; public materials assert nFADP and GDPR alignment; cookieless defaults and CH processing described in DPA.	Vendor claimed NL entity; public privacy policy and DPA (GDPR-oriented); IP last-octet anonymization for end-user analytics; SCCs language for restricted transfers in DPA.
US CLOUD Act exposure (indicative)	Partial Swiss entity, no known US parent; Analytics product hosts are Swiss (Infomaniak/Netstream/Hosttech). Medium/partial because company subprocessors include US SaaS (e.g. Google Workspace, HelpScout, Stripe, Cloudflare). AWS not used for Analytics per vendor list. Indicative only—not legal advice.	Partial EU entity / no known US parent, but public client subprocessors include AWS, Vultr, and Microsoft Azure OpenAI (US-group companies). Account path historically also lists Amazon SES and Stripe. Residency claims do not remove US-group legal exposure. Indicative only—not legal advice.
Data processing agreement (B2B)	Vendor claimed Public DPA text for Friendly GmbH; customers asked to contact to sign. Enterprise also references DORA/NDA/SLA packs.	Vendor claimed Downloadable DPA PDF linked from stormly.com/dpa (effective 6 September 2023); audit rights and subprocessor notice described; Security Architecture lists subprocessors.
EU AI Act	Not applicable Web analytics SaaS; not positioned as an AI system product.	Partial Product includes an AI assistant via Azure OpenAI; not positioned as a high-risk AI system marketing claim. Buyers should map AI assistant use to their own AI Act / internal AI policy—vendor does not publish a full AI Act conformity package on the pages reviewed.
ISO 9001	Vendor claimed Vendor publishes ISO 9001 certification materials alongside ISO 27001.	Not listed

Considerations & known limitations: Friendly Analytics vs Stormly
Considerations & known limitations	Friendly Analytics	Stormly
US company-operation subprocessors	Medium Support, email/calendar, payments, CRM/docs, and help-docs edge use US-headquartered SaaS even though Analytics visitor data hosts are Swiss. Material for DPIAs that demand zero US processors in any vendor process.	Not listed
Cookie features can reintroduce consent needs	Low Default is cookieless, but enabling cookie-based Matomo capabilities may require banners for EU visitors—configuration discipline required.	Not listed
Small Swiss operator dependency	Low Seven-person-scale Open Startup; mitigations include Matomo portability and open financial transparency, but capacity and roadmap still depend on a small firm.	Not listed
Certifications vendor-published	Low ISO 27001/9001 are claimed with PDFs on the vendor site; procurement should verify certificate validity with the issuing body.	Not listed
Do not conflate with Friendly Automate	Medium Automate uses AWS for email sending. Scope assessments to Analytics-only subprocessors unless you also buy Automate.	Not listed
US-group cloud and AI subprocessors	Not listed	Medium Despite Dutch HQ and EU residency marketing, client data paths publicly include AWS, Vultr, and Microsoft Azure OpenAI. Transfer tooling (SCCs) and encryption of backups are documented, but CLOUD Act / US legal process risk remains a diligence item for sovereignty-sensitive buyers.
No public ISO/SOC or independent audit	Not listed	Medium Enterprise security questionnaires may stall without ISO 27001/SOC 2 packs. DPA offers information/audit rights—plan time for NDA evidence requests.
Azure OpenAI retains assistant context 30 days	Not listed	Medium AI queries and aggregate report results are stored on Microsoft Azure OpenAI for 30 days per DPA. Property stripping reduces some identifiers, but misconfigured event properties could still expose sensitive content—govern AI use and property hygiene.
Controller privacy policy vs security architecture drift	Not listed	Low Privacy policy (controller, effective 2019) still emphasizes Vultr USA wording in places, while Security Architecture (client data) lists Hetzner/AWS/Vultr/Azure. Ask for a single current subprocessor and region matrix at contract time.
Not a privacy web-analytics substitute	Not listed	Low Full product analytics with cookies/identifiers for web integrations—not a cookieless aggregate counter. Consent UX remains on the client.

Fit

Friendly Analytics

Best fit when

Teams that want Matomo's full feature set without self-hosting ops burden
Swiss and EU organizations prioritizing CH product residency (Infomaniak + CH backups)
Sites aiming for cookieless measurement under default privacy configuration
Marketing teams needing heatmaps, funnels, ecommerce, and ad conversion export without Google Analytics
Enterprises needing DPA/DORA/SLA paperwork, SSO, or dedicated instances

Poor fit when

Buyers who only need lightweight pageview analytics and prefer a free tier (see Plausible-class tools)
Teams that must self-operate every component with no SaaS operator in the path
Orgs that require zero US-headquartered tools anywhere in the vendor's company stack (support/billing SaaS is disclosed)
Use cases outside web/app analytics (Friendly Automate is a different product with different subprocessors)

Consider instead when

When: You want a minimal, open-source, cookieless counter with simpler SaaS UX
Consider: Plausible Analytics
Less Matomo plugin depth; different hosting/operator story (Estonia).
When: You need German enterprise analytics with long public-sector track record
Consider: etracker
Different stack (not Matomo); compare cookieless claims and contracts directly.
When: You prefer a modern EU analytics product with open-source core and lean UI
Consider: Pirsch Analytics
Germany-based; trade Matomo feature breadth for a different product surface.
When: You already run Matomo well and only need software, not a Swiss operator
Consider: Self-hosted Matomo
Maximum control; you own privacy config, updates, and hosting risk.

Stormly

Best fit when

Merchandising, product, UX, and growth teams on Shopify or Adobe Commerce who need SKU, cart, and assortment analytics without a dedicated data science org
Retail brands that want ready e-commerce report templates (new arrivals, unviewed/unsold, funnels, A/B, aha moments) plus vendor-built custom reports
EU buyers who want a Dutch legal entity, Amsterdam courts, and a downloadable DPA/Security Architecture package
Teams that value AI-generated trend/anomaly narratives delivered to the inbox more than building every chart from a blank event schema
Stacks already using Segment or Google Tag Manager as the event pipe into analytics

Poor fit when

Publishers or marketing sites that only need lightweight privacy-friendly page analytics (not product/SKU depth)
Orgs that require open-source self-hosting or full control of a private analytics warehouse as the default
Procurement policies that forbid US-group subprocessors (AWS, Vultr, Microsoft Azure OpenAI) even when EU regions are claimed
Assurance programs that require public ISO 27001/SOC 2 evidence before pilot (not found on vendor pages reviewed)
Companies operating blockchain products/services—restricted by Stormly’s terms

Consider instead when

When: You only need privacy-oriented website metrics (pageviews, sources) rather than SKU-level product analytics
Consider: Plausible Analytics, Simple Analytics, or Pirsch Analytics
EU web-analytics peers; different category from e-commerce product analytics
When: You need deep general-purpose product analytics, large ecosystem, and mature multi-product SaaS event modeling
Consider: Mixpanel or Amplitude
US incumbents; stronger breadth, different jurisdiction and commercial model
When: You primarily need free/universal marketing acquisition reporting already embedded in the stack
Consider: Google Analytics (incumbent) or dual-run GA for marketing + Stormly for product/merch
GA is not SKU-first product analytics; Stormly is not a GA replacement for every report

Open questions for due diligence

Friendly Analytics

Will the signed DPA and order form pin hosting to Switzerland only, or allow EU/on-prem variants?
Which company subprocessors (HelpScout, Google Workspace, Stripe, etc.) receive which categories of customer personal data in practice?
Can the current ISO 27001 certificate be validated against the certification body's public register (scope, dates, sites)?
For enterprise: what is the RPO/RTO and whether backups remain exclusively in Switzerland?
If both Analytics and Automate are purchased, how are subprocessors and data paths segmented contractually?

Stormly

Can Stormly provide a current region map (which data classes live on Hetzner vs Vultr vs AWS) under NDA for our DPIA?
Are ISO 27001, SOC 2, or penetration-test summaries available on request for enterprise security review?
Which event properties from our Shopify/Adobe feed are excluded from Azure OpenAI prompts by default in our tenant?
Do custom report builds and SQL access sit only on the custom tier, and what SLAs apply?
Has the 2019 controller privacy policy been superseded for hosting wording relative to the Security Architecture list?