diff --git a/.env.development b/.env.development
index 0c2fb552..c56b62b3 100644
--- a/.env.development
+++ b/.env.development
@@ -20,14 +20,10 @@ REACT_APP_DEV_ENABLE_SW=
 # whether to disable live reload / HMR. Usuaully what you want to do when
 # debugging Service Workers.
 REACT_APP_DEV_DISABLE_LIVE_RELOAD=
+REACT_APP_DISABLE_TRACKING=true
 
 FAST_REFRESH=false
 
-# MATOMO
-REACT_APP_MATOMO_URL=
-REACT_APP_CDN_MATOMO_TRACKER_URL=
-REACT_APP_MATOMO_SITE_ID=
-
 #Debug flags
 
 # To enable bounding box for text containers
diff --git a/.env.production b/.env.production
index 8737c63c..b86aa4bc 100644
--- a/.env.production
+++ b/.env.production
@@ -11,14 +11,5 @@ REACT_APP_WS_SERVER_URL=
 
 REACT_APP_FIREBASE_CONFIG='{"apiKey":"AIzaSyAd15pYlMci_xIp9ko6wkEsDzAAA0Dn0RU","authDomain":"excalidraw-room-persistence.firebaseapp.com","databaseURL":"https://excalidraw-room-persistence.firebaseio.com","projectId":"excalidraw-room-persistence","storageBucket":"excalidraw-room-persistence.appspot.com","messagingSenderId":"654800341332","appId":"1:654800341332:web:4a692de832b55bd57ce0c1"}'
 
-# production-only vars
-# GOOGLE ANALYTICS
-REACT_APP_GOOGLE_ANALYTICS_ID=UA-387204-13
-# MATOMO
-REACT_APP_MATOMO_URL=https://excalidraw.matomo.cloud/
-REACT_APP_CDN_MATOMO_TRACKER_URL=//cdn.matomo.cloud/excalidraw.matomo.cloud/matomo.js
-REACT_APP_MATOMO_SITE_ID=1
-
-
-
 REACT_APP_PLUS_APP=https://app.excalidraw.com
+REACT_APP_DISABLE_TRACKING=
diff --git a/public/index.html b/public/index.html
index f65e481f..5509ded8 100644
--- a/public/index.html
+++ b/public/index.html
@@ -148,33 +148,6 @@
       // setting this so that libraries installation reuses this window tab.
       window.name = "_excalidraw";
     </script>
-    <% if (process.env.REACT_APP_DISABLE_TRACKING !== 'true') { %>
-
-    <!-- Fathom - privacy-friendly analytics -->
-    <script
-      src="https://cdn.usefathom.com/script.js"
-      data-site="VMSBUEYA"
-      defer
-    ></script>
-    <!-- / Fathom -->
-
-    <!-- LEGACY GOOGLE ANALYTICS -->
-    <% if (process.env.REACT_APP_GOOGLE_ANALYTICS_ID) { %>
-    <script
-      async
-      src="https://www.googletagmanager.com/gtag/js?id=%REACT_APP_GOOGLE_ANALYTICS_ID%"
-    ></script>
-    <script>
-      window.dataLayer = window.dataLayer || [];
-      function gtag() {
-        dataLayer.push(arguments);
-      }
-      gtag("js", new Date());
-      gtag("config", "%REACT_APP_GOOGLE_ANALYTICS_ID%");
-    </script>
-    <% } %>
-    <!-- end LEGACY GOOGLE ANALYTICS -->
-    <% } %>
 
     <!-- FIXME: remove this when we update CRA (fix SW caching) -->
     <style>
@@ -227,17 +200,39 @@
       <h1 class="visually-hidden">Excalidraw</h1>
     </header>
     <div id="root"></div>
+    <% if (process.env.REACT_APP_DISABLE_TRACKING !== 'true') { %>
     <!-- 100% privacy friendly analytics -->
-    <script
-      async
-      defer
-      src="https://scripts.simpleanalyticscdn.com/latest.js"
-    ></script>
-    <noscript
-      ><img
-        src="https://queue.simpleanalyticscdn.com/noscript.gif"
-        alt=""
-        referrerpolicy="no-referrer-when-downgrade"
-    /></noscript>
+    <script>
+      // need to load this script dynamically bcs. of iframe embed tracking
+      var scriptEle = document.createElement("script");
+      scriptEle.setAttribute(
+        "src",
+        "https://scripts.simpleanalyticscdn.com/latest.js",
+      );
+      scriptEle.setAttribute("type", "text/javascript");
+      scriptEle.setAttribute("defer", true);
+      scriptEle.setAttribute("async", true);
+      // if iframe
+      if (window.self !== window.top) {
+        scriptEle.setAttribute("data-auto-collect", true);
+      }
+
+      document.body.appendChild(scriptEle);
+
+      // if iframe
+      if (window.self !== window.top) {
+        scriptEle.addEventListener("load", () => {
+          if (window.sa_pageview) {
+            window.window.sa_event(action, {
+              category: "iframe",
+              label: "embed",
+              value: window.location.pathname,
+            });
+          }
+        });
+      }
+    </script>
+    <!-- end LEGACY GOOGLE ANALYTICS -->
+    <% } %>
   </body>
 </html>
diff --git a/src/analytics.ts b/src/analytics.ts
index e952bc68..2373cc54 100644
--- a/src/analytics.ts
+++ b/src/analytics.ts
@@ -5,6 +5,9 @@ export const trackEvent = (
   value?: number,
 ) => {
   try {
+    // place here categories that you want to track as events
+    // KEEP IN MIND THE PRICING
+    const ALLOWED_CATEGORIES_TO_TRACK = [] as string[];
     // Uncomment the next line to track locally
     // console.log("Track Event", { category, action, label, value });
 
@@ -12,12 +15,8 @@ export const trackEvent = (
       return;
     }
 
-    if (process.env.REACT_APP_GOOGLE_ANALYTICS_ID && window.gtag) {
-      window.gtag("event", action, {
-        event_category: category,
-        event_label: label,
-        value,
-      });
+    if (!ALLOWED_CATEGORIES_TO_TRACK.includes(category)) {
+      return;
     }
 
     if (window.sa_event) {
@@ -27,14 +26,6 @@ export const trackEvent = (
         value,
       });
     }
-
-    if (window.fathom) {
-      window.fathom.trackEvent(action, {
-        category,
-        label,
-        value,
-      });
-    }
   } catch (error) {
     console.error("error during analytics", error);
   }