People seem to occasionally post cool new solutions, though it doesn't seem like Matomo has gotten that much attention, despite being a pretty strong alternative to Google Analytics (I haven't had that many issues while self-hosting it either).
I have been using Matomo along side GA4 for a month now. The amount of useful data coming from Matomo, even anonymized, is more expansive and easier to access than GA4. Plus self-hosting was pretty easy and it keeps the data on our servers, which just feels right.
People seem to occasionally post cool new solutions, though it doesn't seem like Matomo has gotten that much attention, despite being a pretty strong alternative to Google Analytics (I haven't had that many issues while self-hosting it either).