diff --git a/mkdocs.yml b/mkdocs.yml
index b7cb28c4..448fc1fd 100644
--- a/mkdocs.yml
+++ b/mkdocs.yml
@@ -62,7 +62,11 @@ theme:
   icon:
     annotation: material/information
 plugins:
-  - privacy
+  - privacy:
+      assets_exclude:
+        # The tracker has to be loaded from the Plausible instance, so that it stays
+        # current instead of being frozen into a self-hosted copy at build time.
+        - plausible.openhomefoundation.org/*
   - macros:
       on_undefined: strict
       include_dir: source/includes
@@ -76,8 +80,12 @@ plugins:
   - tags
 hooks:
   - source/hooks/html_tag_modifier.py
+  - source/hooks/plausible.py
   - source/hooks/shortcodes.py
 extra:
+  plausible:
+    script: https://plausible.openhomefoundation.org/js/pa-yXO_VcjbsD8Bs4w6PgY5_.js
+    dashboard: https://plausible.openhomefoundation.org/hacs.xyz
   resources:
     - link: https://github.com/hacs/.github/blob/master/CODE_OF_CONDUCT.md
       title: Code of Conduct
diff --git a/requirements.txt b/requirements.txt
index 70d27a99..2e7aa6f8 100644
--- a/requirements.txt
+++ b/requirements.txt
@@ -1,2 +1,3 @@
 mkdocs-material[imaging]==9.7.5
 mkdocs-macros-plugin==1.5.0
+requests==2.34.2
diff --git a/source/assets/stylesheets/extra.css b/source/assets/stylesheets/extra.css
index 24778b20..3886356c 100644
--- a/source/assets/stylesheets/extra.css
+++ b/source/assets/stylesheets/extra.css
@@ -172,7 +172,6 @@ code {
     text-decoration: underline;
 }
 
-
 ol:not(.no-styling) {
     list-style: none;
     counter-reset: markdown-ordered-list;
diff --git a/source/hooks/plausible.py b/source/hooks/plausible.py
new file mode 100644
index 00000000..cc1370f6
--- /dev/null
+++ b/source/hooks/plausible.py
@@ -0,0 +1,75 @@
+from __future__ import annotations
+
+import json
+import logging
+import time
+from pathlib import Path
+
+import requests
+from mkdocs.config.defaults import MkDocsConfig
+
+ALLOWLIST_URL = "https://www.openhomefoundation.org/allowed-referrers.json"
+ALLOWLIST_FILE = Path(".cache/plausible/allowed-referrers.json")
+ALLOWLIST_MAX_AGE = 3600
+
+# `strict: true` aborts the build on anything logged at WARNING or above under the
+# "mkdocs" logger, and an unreachable allow list must never break the site, so the
+# fallbacks below report at INFO instead.
+log = logging.getLogger("mkdocs.hooks.plausible")
+
+
+def normalize_referrers(payload: object) -> list[str]:
+    """Reduce the allow list payload to bare, lowercase domains."""
+    if not isinstance(payload, list) or not all(isinstance(entry, str) for entry in payload):
+        raise ValueError("payload is not an array of strings")
+    return [domain for entry in payload if (domain := entry.strip().lower().removesuffix("."))]
+
+
+def cached_referrers() -> list[str] | None:
+    """The allow list left behind by an earlier build, if it is still usable."""
+    try:
+        return normalize_referrers(json.loads(ALLOWLIST_FILE.read_text()))
+    except FileNotFoundError:
+        return None
+    except (OSError, ValueError) as exception:
+        log.info("Discarding unusable allow list at %s: %s", ALLOWLIST_FILE, exception)
+        return None
+
+
+def download_referrers() -> list[str]:
+    """Download the allow list and cache it for subsequent builds."""
+    response = requests.get(ALLOWLIST_URL, timeout=30)
+    response.raise_for_status()
+    referrers = normalize_referrers(response.json())
+    ALLOWLIST_FILE.parent.mkdir(parents=True, exist_ok=True)
+    ALLOWLIST_FILE.write_text(json.dumps(referrers, indent=4, sort_keys=True) + "\n")
+    log.info("Fetched %s allowed referrers", len(referrers))
+    return referrers
+
+
+def allowed_referrers() -> list[str]:
+    """The allow list, downloaded at most once per build.
+
+    An empty result means no referrer can be checked, which leaves Plausible out of
+    the build entirely rather than reporting every visit as unlisted.
+    """
+    if (
+        ALLOWLIST_FILE.exists()
+        and time.time() - ALLOWLIST_FILE.stat().st_mtime < ALLOWLIST_MAX_AGE
+        and (cached := cached_referrers()) is not None
+    ):
+        return cached
+
+    try:
+        return download_referrers()
+    except (OSError, ValueError, requests.RequestException) as exception:
+        if (cached := cached_referrers()) is not None:
+            log.info("Could not refresh the allow list, reusing %s: %s", ALLOWLIST_FILE, exception)
+            return cached
+        log.info("Could not fetch the allow list (%s), Plausible is left out of this build", exception)
+        return []
+
+
+def on_config(config: MkDocsConfig, **kwargs):
+    config.extra.setdefault("plausible", {})["allowed_referrers"] = allowed_referrers()
+    return config
diff --git a/source/overrides/404.html b/source/overrides/404.html
index db0d5c35..5ce1c38a 100644
--- a/source/overrides/404.html
+++ b/source/overrides/404.html
@@ -1,6 +1,12 @@
-{% extends "main.html" %} 
-  
-{% block content %} 
-  <h1>404 - Not found</h1> 
-  <script>document.addEventListener("DOMContentLoaded", function () { plausible("404"); });</script>
-{% endblock %} 
+{% extends "main.html" %}
+
+{% block content %}
+  <h1>404 - Not found</h1>
+  <script>
+    document.addEventListener("DOMContentLoaded", function () {
+      if (typeof window.plausible === "function") {
+        window.plausible("404")
+      };
+    });
+  </script>
+{% endblock %}
diff --git a/source/overrides/main.html b/source/overrides/main.html
index 7f49450e..c0567482 100644
--- a/source/overrides/main.html
+++ b/source/overrides/main.html
@@ -2,5 +2,5 @@
 
 {% block extrahead %}
   {{ super() }}
-  <script async src="https://plausible.openhomefoundation.org/js/pa-yXO_VcjbsD8Bs4w6PgY5_.js"></script><script>  window.plausible=window.plausible||function(){(plausible.q=plausible.q||[]).push(arguments)},plausible.init=plausible.init||function(i){plausible.o=i||{}};  plausible.init()</script>
+  {% include "partials/plausible.html" %}
 {% endblock %}
diff --git a/source/overrides/partials/footer.html b/source/overrides/partials/footer.html
index 0240c62c..2c464e5a 100644
--- a/source/overrides/partials/footer.html
+++ b/source/overrides/partials/footer.html
@@ -1,6 +1,5 @@
 <footer class="md-footer md-typeset">
   <p class="plausible-attribution">
-    This website uses <a href="https://www.openhomefoundation.org/blog/making-our-web-analytics-open-source-with-plausible/" target="_blank" rel="noopener">privacy-first analytics</a> to help us improve the site. You can view all data in our <a href="https://plausible.openhomefoundation.org/hacs.xyz" target="_blank" rel="noopener">public dashboard</a>.
+    This website uses <a href="https://www.openhomefoundation.org/blog/making-our-web-analytics-open-source-with-plausible/" target="_blank" rel="noopener">privacy-first analytics</a> to help us improve the site. You can view all data in our <a href="{{ config.extra.plausible.dashboard }}" target="_blank" rel="noopener">public dashboard</a>.
   </p>
 </footer>
-
diff --git a/source/overrides/partials/plausible.html b/source/overrides/partials/plausible.html
new file mode 100644
index 00000000..2afec098
--- /dev/null
+++ b/source/overrides/partials/plausible.html
@@ -0,0 +1,62 @@
+{#-
+  Plausible analytics.
+
+  Visitors arriving from their own Home Assistant or ESPHome instance send that
+  private URL as the referrer, so the tracker is initialized with a transformRequest
+  that replaces every referrer outside the Open Home Foundation allow list with a
+  single aggregate bucket. source/hooks/plausible.py fetches the allow list once per
+  build and the loop below is the only thing that ever sees the real referrer.
+
+  If the allow list could not be fetched there is nothing to check referrers
+  against, so analytics stays off for that build rather than reporting every visit
+  as unlisted.
+-#}
+{%- if config.extra.plausible.allowed_referrers %}
+<script async src="{{ config.extra.plausible.script }}"></script>
+<script>
+  (function () {
+    var allowedReferrers = {{ config.extra.plausible.allowed_referrers | tojson }};
+
+    // One aggregate bucket, so we can see how much we filter without learning
+    // anything about individual visitors. RFC 2606 reserves .invalid, so this
+    // can never collide with a real domain.
+    function unlisted(payload) {
+      payload.r = "https://unlisted.invalid/";
+      return payload;
+    }
+
+    window.plausible = window.plausible || function () {
+      (plausible.q = plausible.q || []).push(arguments);
+    };
+    plausible.init = plausible.init || function (options) {
+      plausible.o = options || {};
+    };
+
+    plausible.init({
+      transformRequest: function (payload) {
+        if (!payload.r) {
+          return payload;
+        }
+
+        var host;
+        try {
+          // The URL parser only lowercases the host of special schemes, so
+          // android-app:// and other referrers still need folding.
+          host = new URL(payload.r).hostname.toLowerCase().replace(/\.$/, "");
+        } catch (error) {
+          return unlisted(payload);
+        }
+
+        for (var index = 0; index < allowedReferrers.length; index++) {
+          var domain = allowedReferrers[index];
+          if (host === domain || (host.length > domain.length && host.slice(-(domain.length + 1)) === "." + domain)) {
+            return payload;
+          }
+        }
+
+        return unlisted(payload);
+      },
+    });
+  })();
+</script>
+{%- endif %}