I'm OK with websites using self-hosted tools such as Matomo as long as the data never leaves their servers. Analytics is important to any business. But I choose to do business with said business, not with Shopify, not with Google, not with Facebook or Twitter (I'm looking at those "sign in with" widgets that run social media code in my browser) or whatever 3rd party "SaaS" service the website is outsourcing my data to for ease of development or convenience. I don't consent to my data being shared with people I don't know about and did not consent to give a single shred of my information to.