Many businesses are still relying on Google Analytics alone to measure their website traffic, but that only shows part of the picture. Customers using matm’s Full Picture website monitoring are seeing, on average, 35% more visitors than Google Analytics reports when cookieless tracking is added alongside it.​

With more visitors refusing cookies or using ad‑blockers, the gap between what Google Analytics reports and what actually happens on your website is only going to grow. This means key audiences can completely disappear from your dashboards, even though they are still visiting, reading and enquiring.​​

Why use Fathom or Cloudflare alongside Google Analytics?

Our Full Picture approach combines privacy‑first, cookieless tracking (using tools such as Fathom Analytics or Cloudflare Web Analytics) alongside Google Analytics, enabling you to see exactly how many visitors are viewing your site, whether they accept cookies or not. Fathom’s lightweight script avoids cookies and fingerprinting, is fully compliant with GDPR, CCPA, ePrivacy and PECR, and does not require intrusive consent banners to start measuring visits.​​

Because Fathom and Cloudflare tracks page views, unique visitors, devices, locations and referral sources without using cookies, it can give you a cleaner, more accurate view of human visitors – not bots. It automatically filters out bots, crawlers and many DDoS‑style hits, so your reports focus on genuine traffic that matters for marketing and sales.​​

Fathom also keeps all data under your control and presents it in a simple, easy‑to‑understand dashboard, which means less time digging through complex reports and more time acting on clear insights. You still keep Google Analytics for advanced behaviour and ecommerce reporting, but you add Fathom to fill the privacy and accuracy gaps and to future‑proof your tracking as regulations tighten.​​

How much does matm’s Full Picture cost?

Our cookieless tracking is available from just £3 per month for Cloudflare Web Analytics, or £13 per month for Fathom Analytics and will help you see every visitor you are entitled to count, including those who say “no” to cookies.

This low‑cost addition can transform the reliability of your numbers and give you far greater confidence in the decisions you make from your web analytics.

Stop missing visitors in your reporting. Start seeing the full picture.

Talk to matm about adding cookieless tracking to your website and get clearer insight into the traffic Google Analytics can miss.