Etiquetta is an open source measurement and consent tag designed to unify website analytics, performance monitoring, ad fraud detection, and compliance management within a single platform. It addresses the needs of organizations seeking real-time, privacy-focused data collection and analysis, while ensuring data sovereignty and regulatory compliance. Etiquetta brings together analytics, performance, and consent data, eliminating data silos and providing a streamlined solution for legal, data, and marketing teams.
The tool offers website analytics capabilities such as tracking visits, events, conversions, and campaign performance, with the ability to analyze both human and AI-generated traffic, including bots like GPTBot, ClaudeBot, and PerplexityBot. Its performance monitoring features enable real-world speed and error tracking, including metrics like Largest Contentful Paint, First Contentful Paint, Cumulative Layout Shift, Interaction to Next Paint, and Time To First Byte. Etiquetta also includes ad fraud detection at the campaign level, session replay functionality, and the ability to sync campaign information from Google Ads, Meta Ads, and Microsoft Ads. Tag management is integrated, allowing users to capture all interactions with minimal configuration, add extra services, and manage tools and triggers with version control and user permissions.
Consent management is built in, with features such as auto-detection of cookies, manual cookie categorization, customizable consent notices, and respect for Do Not Track and Sec-GPC signals. The platform is designed for self-hosting, giving users full control over their data, which is stored in a single, queryable database accessible in real time via SQL, dashboards, or API. Etiquetta is fully auditable and emphasizes data integrity by avoiding sampling, algorithmic predictions, or backfilling, ensuring that only raw event data is collected and accessible.
Etiquetta offers a Community edition that is open source, free, and self-hosted, including analytics for humans and bots, GDPR and ePrivacy compliance, real-time data access, analytics data import, and 180 days of data retention. The Pro plan adds website performance tracking, error monitoring, cookie and consent management, tag management, and unlimited data retention for a yearly fee. The Enterprise plan includes all Pro features plus ad fraud tracking, session replays, API access, and priority support. The service is hosted in the EU, with a focus on privacy and environmental efficiency.
In the Observability & monitoring space, Etiquetta takes a focused approach. It focuses on collecting analytics, performance, and compliance data with full data sovereignty and GDPR compliance without relying on third-party services. It is built as an open-source project for web developers. Etiquetta is open source under the Open Source license. The product ships for the web and the command line, and it can be self-hosted.
Etiquetta first shipped in 2026. Development happens publicly on GitHub with 13 commits in the last 90 days. Key capabilities include tag management, website analytics, and ad fraud detection.
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