# Analytika & Marketing — Technology Catalog

Nástroje na sledovanie návštevnosti, konverzií a marketingových kampaní

## Google Analytics

- **Status:** 🟢 Modern — GA4 is actively developed and is the standard for web analytics
- **Description:** The most widely used web analytics tool by Google. Offers detailed tracking of traffic, conversions, and user behavior. The current GA4 version introduces an event-based model and integration with Google Ads.
- **Web:** https://analytics.google.com
- **Docs:** https://developers.google.com/analytics
- **License:** Proprietary
- **First release:** 2005

## Google Tag Manager

- **Status:** 🟢 Modern — Standard tag management tool, actively developed
- **Description:** A tag management solution by Google that allows adding and managing marketing and analytics scripts without modifying the website's code. Supports triggers, variables, and configuration versioning.
- **Web:** https://tagmanager.google.com
- **Docs:** https://developers.google.com/tag-platform/tag-manager
- **License:** Proprietary
- **First release:** 2012

## Facebook Pixel (Meta Pixel)

- **Status:** 🟢 Modern — Key tool for the Meta Ads ecosystem, actively developed
- **Description:** A tracking script by Meta (Facebook) for measuring the effectiveness of advertising campaigns on Facebook and Instagram. Enables custom audience creation, retargeting, and conversion tracking from Meta Ads.
- **Web:** https://www.facebook.com/business
- **Docs:** https://developers.facebook.com/docs/meta-pixel
- **License:** Proprietary
- **First release:** 2015

## Hotjar

- **Status:** 🟢 Modern — Popular UX analytics tool, part of Contentsquare since 2021
- **Description:** A user behavior analytics tool using heatmaps, session recordings, and surveys. Helps understand how visitors interact with a website and identify issues in the user interface.
- **Web:** https://www.hotjar.com
- **Docs:** https://help.hotjar.com
- **License:** Proprietary
- **First release:** 2014

## Matomo

- **Status:** 🟢 Modern — Actively developed open-source project, popular in the EU for GDPR compliance
- **Description:** An open-source alternative to Google Analytics with a focus on privacy and data ownership. Can run on your own server (self-hosted) or as a cloud service. Fully GDPR compliant.
- **Web:** https://matomo.org
- **Docs:** https://developer.matomo.org
- **GitHub:** https://github.com/matomo-org/matomo
- **License:** GPL-3.0
- **First release:** 2007

## Heureka

- **Status:** 🟡 Mature — Established platform in the SK/CZ market, stable development
- **Description:** The largest Slovak and Czech price comparison and shopping advisor platform. Online stores integrate Heureka tracking scripts for conversion tracking, collecting reviews, and Verified by Customers certification.
- **Web:** https://www.heureka.sk
- **Docs:** https://sluzby.heureka.sk
- **License:** Proprietary
- **First release:** 2007

## Sklik

- **Status:** 🟡 Mature — Stable platform, essential for the Czech market
- **Description:** A PPC advertising system by Seznam.cz, dominant in the Czech market. Enables creation of text and product ads displayed in search results on Seznam.cz and partner websites.
- **Web:** https://www.sklik.cz
- **Docs:** https://napoveda.sklik.cz
- **License:** Proprietary
- **First release:** 2006

## SmartSupp

- **Status:** 🟢 Modern — Actively developed, popular in the SK/CZ market
- **Description:** A Czech live chat and chatbot tool for online stores and websites. Combines live operators with AI chatbots and offers visitor session recording for better understanding of user behavior.
- **Web:** https://www.smartsupp.com
- **Docs:** https://docs.smartsupp.com
- **License:** Proprietary
- **First release:** 2013

## CookieYes

- **Status:** 🟢 Modern — Growing CMP platform, actively developed
- **Description:** A consent management platform (CMP) for cookies, compliant with GDPR, CCPA, and other regulations. Automatically scans cookies on the website and generates a configurable cookie banner.
- **Web:** https://www.cookieyes.com
- **Docs:** https://www.cookieyes.com/documentation
- **License:** Proprietary
- **First release:** 2018

## Criteo

- **Status:** 🟡 Mature — Established adtech platform, stable and widely used
- **Description:** A global platform for retargeting advertising and personalized product recommendations. Uses machine learning to optimize ad campaigns and dynamic retargeting for online stores.
- **Web:** https://www.criteo.com
- **Docs:** https://developers.criteo.com
- **License:** Proprietary
- **First release:** 2005

## Google Ads

- **Status:** 🟢 Modern — Key tool for the Google Ads ecosystem, actively developed
- **Description:** Google Ads conversion tracking pixel — measures campaign success (clicks, conversions, ROAS). Integrates with Google Analytics 4 and Tag Manager. Standard for measuring digital advertising ROI.
- **Web:** https://ads.google.com
- **Docs:** https://support.google.com/google-ads/answer/1722022
- **License:** Proprietary
- **First release:** 2000

## PostHog

- **Status:** 🟢 Modern — Rapidly growing product analytics platform, MIT license, actively developed
- **Description:** Open-source product analytics platform combining event tracking, feature flags, session replay and A/B testing. Self-hosted alternative to Mixpanel/Amplitude, popular in SaaS startups and developer tools.
- **Web:** https://posthog.com
- **Docs:** https://posthog.com/docs
- **License:** MIT (open-source)
- **First release:** 2020

## Plausible

- **Status:** 🟢 Modern — Popular alternative to Google Analytics for privacy-conscious projects
- **Description:** Privacy-first web analytics from EU (Estonia) — no cookies, no personal data, GDPR-compliant without cookie banner. Lightweight script (<1 KB) and a simple dashboard. Open-source, self-hostable.
- **Web:** https://plausible.io
- **Docs:** https://plausible.io/docs
- **License:** AGPL-3.0 (open-source)
- **First release:** 2019

## Umami

- **Status:** 🟢 Modern — Actively developed, MIT license, fastest growing privacy analytics
- **Description:** Open-source, self-hosted alternative to Google Analytics. No cookies, GDPR-compliant, simple UI. Runs on Postgres/MySQL. Popular choice for indie hackers and small teams.
- **Web:** https://umami.is
- **Docs:** https://umami.is/docs
- **License:** MIT (open-source)
- **First release:** 2020

## Fathom Analytics

- **Status:** 🟢 Modern — Stable privacy alternative, actively developed, paid-only (no free tier)
- **Description:** Privacy-first analytics from Canada — no cookies, no personal data. Lightweight script, GDPR/CCPA/PECR compliant without cookie banner. Plausible competitor, more focused on small businesses and freelancers.
- **Web:** https://usefathom.com
- **Docs:** https://usefathom.com/docs
- **License:** Proprietary
- **First release:** 2018