Useful analytics, without the surveillance.
You need to know what works on your website. You don't need to know who your visitors are. GoTrace is built to answer the first question without collecting the second.
What we collect, and what we never do.
This is the complete picture, not the marketing version. If it isn't in the left column, the script doesn't send it.
Collected
- Page URL and title, with query strings removed except the parameters you allow
- Referrer domain and UTM campaign tags
- Device type, browser, operating system and screen size
- Country, if you turn it on (derived from the IP address, which is then discarded)
- Time on page and scroll depth
- Clicks on links, downloads and elements you tag; that a form was started or submitted
- A random visitor ID in local storage, or nothing at all in cookie-free mode
Never collected
- Anything typed into a form: names, emails, passwords, card numbers, messages
- IP addresses (never written to disk; the audit log keeps only a keyed hash)
- Full referrer URLs, which can contain search terms and tokens
- Page text, unless you opt in to visual replay, where it's masked by default
- Cross-site identifiers: visitor IDs are hashed per website
- Anything from automated browsers or after a visitor opts out
Set it up for your jurisdiction.
Every website has its own privacy settings. The important ones are enforced on our server too, so they hold even if an old copy of the script is cached somewhere.
Cookie-free
Nothing stored on the device. Visitors are counted with a hash of a daily salt, the site, IP and browser. The salt is deleted every day, so the hash can't be reversed or linked across days.
Consent required
Nothing is sent until your consent banner calls aia('consent', true). Our server drops anything sent without consent.
Do Not Track & GPC
Browsers that send DNT: 1 or Sec-GPC: 1 aren't tracked. Our server checks these headers on every request.
Country on or off
Turn location off and no country is recorded for that site at all.
Excluded paths
Pages such as /account or /checkout can be excluded from tracking or recording completely.
Opt-out
Put aia('optout') behind a link on your privacy page and that browser is never tracked again.
Replay a visit, not a person.
Session recordings are off until you switch them on, and then only for the share of sessions you choose.
- Default mode
- Interactions only: navigation, clicks, scrolling and pointer movement. No page content is recorded.
- Visual replay
- Opt-in. Records the page structure so it can be replayed. With "mask all text", on by default, every visible word becomes asterisks.
- Typed values
- Always masked, in every mode. Masked in the browser and again on our server, so even a tampered script can't store them.
- Always dropped
- Scripts, event handlers, console logs, canvas data and URL query strings.
- Your opt-outs
- Add
data-aia-blockto any element and it's never recorded.
What the AI sees is a summary.
The AI never sees individual visitors. It works from statistics we have already computed.
- Sent
- Aggregated metrics, such as sessions per source or conversion by device, plus short, cleaned-up strings like page paths and titles.
- Never sent
- IP addresses, visitor IDs, raw sessions or anything typed on your site.
- Session analysis
- When you ask for it, a small sample of journeys is summarised as paths, durations and event types.
- Injection-safe
- Text from your website is passed as data, never as instructions, so a page can't steer the AI.
Kept as long as needed, then deleted.
Raw visit data is kept for your plan's retention period, from 90 days to two years, and then deleted automatically. Daily totals are kept for 25 months so year-on-year comparisons still work. Recordings have their own retention period, which you set per site.
Delete a website and all of its data is purged within 7 days. Because the data isn't linked to a named person, there's no profile to look up, export or forget.
For the legal details, read our privacy policy.
Less data. Better answers.
Try it on your own site, with cookie-free mode switched on from day one.
Start your free trial