Less companies are focusing on user level tracking because one single user is not a meaningful statistical group.

Companies focusing on user level tracking today provide a different set of tools one might be used to and that can of course be compliant, see https://www.hotjar.com/.

And I'm sure that makes sense if you have lots of users and low revenue per customer. If your use case is the opposite, tracking individual usage becomes more important. At least until you have lots of those users. After that, who cares! :P