Umami

Umami is an open-source web and product analytics platform for teams that need to connect traffic with campaigns, conversions, retention, and revenue. It suits privacy-conscious publishers, product teams, and ecommerce operators who want managed hosting or control of their own infrastructure. Its broad reporting and self-hosting option are compelling, but event overages and paid behavior tools deserve attention before choosing a plan.

Overview

Umami follows the customer journey from pageviews and visitor activity through UTM campaigns, goals, funnels, journeys, retention, attribution, and revenue. That makes it more useful for measuring business outcomes than a dashboard that only counts visits. Smaller sites interested solely in basic traffic statistics may not need its wider product-analytics scope.

Deployment is flexible. Umami Cloud handles operation for you, while the open-source edition can run on your own infrastructure. Standard web analytics uses no cookies, does not track visitors across websites, and does not collect directly identifying information or sell data. Optional distinct IDs, custom event or session properties, revenue tracking, session replays, and heatmaps can collect additional information, so teams must configure those features with their privacy obligations in mind.

Key features

Core reporting combines pageview and visitor metrics with real-time data, campaign attribution, conversion funnels, goals, journeys, retention analysis, and revenue reporting. Event tracking, ecommerce tracking, and API access extend the platform beyond marketing websites into digital products and online stores.

Session replays and click-and-scroll heatmaps add behavioral context, but they are positioned on the Business plan and above. Replays are disabled by default, require an additional recorder script, and mask input fields by default. Those controls reduce accidental collection, although enabling replay or custom properties still expands the data being gathered.

Integrations include plugins for WordPress, VuePress, Gatsby, Nuxt, Craft CMS, and Docusaurus, alongside JavaScript, PHP Laravel, Python, and Go APIs. The official read-only MCP server provides AI access on Cloud Pro and higher plans and on self-hosted Umami v3.4 or later. Cloud connections use HTTPS and TLS, with logical separation for customer accounts, teams, websites, and analytics data. Umami says its approach supports GDPR and CCPA compliance, and Cloud servers are located in the US and EU.

Pricing

Umami uses a freemium model with a free Cloud Hobby plan and a 14-day trial. Hobby includes community support, but its price and allowances are not published here, so it is best treated as an entry point rather than a predictable capacity commitment.

Pro

Pro costs $20 a month, billed monthly. It includes 1 million events per month, up to 20 websites, up to 10 team members, two-year data retention, and API and MCP access. This is the sensible tier for a small or mid-sized team that needs collaboration and integrations without Business-scale replay requirements. It does not include the Business plan's listed heatmaps or 5,000 replay allowance.

Business

Business costs $200 a month, billed monthly. The allowance rises to 10 million events per month, with unlimited websites and team members, five-year retention, 5,000 session replays, and heatmaps. The price is justified for larger organizations that need behavior analysis and broad team access; it is difficult to justify for a low-volume site that only needs standard reports.

Enterprise

Enterprise has custom pricing and custom event volume and retention. It adds SAML SSO, an uptime SLA, onboarding support, and enterprise support, making it the appropriate route for organizations with formal identity, service-level, or procurement requirements.

Cloud usage counts pageviews, custom events, and stored custom event properties. Events above a plan's allowance are billed per event without stopping collection, so high-volume implementations should budget for overages rather than assuming a hard cap.

Platforms

Umami is available through web, API, Linux, and self-hosted deployments. Self-hosting can use source, Docker Compose, a prebuilt Docker image, or a third-party Kubernetes Helm chart. The documented source installation requires Node.js 18.18 or newer and PostgreSQL 12.14 or newer, which makes it more suitable for teams already comfortable maintaining application infrastructure.

Who it's for

Choose Umami for privacy-aware marketing, product, and ecommerce teams that need one system for acquisition, conversion, retention, and revenue, especially when self-hosting is important. Cloud suits teams that want managed operations; self-hosting suits organizations that need infrastructure control. Readers who need only simple traffic counts, or who cannot monitor event volume and optional data collection, should look elsewhere.

Pros and cons

• Pro: Funnels, journeys, retention, attribution, and revenue reporting connect traffic data to outcomes.
• Pro: Managed Cloud and open-source self-hosting cover different operational and governance needs.
• Pro: No-cookie standard analytics and default-off replays support a restrained privacy posture.
• Con: Replays and heatmaps require Business or higher, adding a substantial jump from Pro's monthly price.
• Con: Over-limit events are billed per event, so custom instrumentation can increase the bill without interrupting collection.
• Con: Optional identifiers, properties, revenue data, replays, and heatmaps require careful configuration to avoid collecting more than intended.

Alternatives

Consider PostHog instead if you want an open-source option with Android, iOS, desktop, Linux, Windows, web, API, and self-hosted coverage.

Zoho Apptics is a better fit when a free-forever plan with mobile and desktop platforms is the priority.

Choose Jetpack Stats for a simpler WordPress-oriented analytics choice from Automattic.

Matomo suits readers wanting a self-hosted analytics product with a Community plan offering unlimited users and hits.

Simple Analytics is worth considering for a smaller, privacy-focused setup with a free plan covering one user and five websites.

Amplitude is an alternative for teams whose priority is a free plan with 2 million events per month and 10,000 monthly session replays.

Heap is another product-analytics option with a free tier limited to 10,000 monthly sessions and six months of history.

Cloudflare Web Analytics fits personal or hobby projects seeking a free web analytics service.

For a broader comparison, see the Web analytics tools directory.

Verdict

Umami is a strong choice for teams that want privacy-conscious analytics spanning campaigns, product behavior, conversions, retention, and revenue, with the freedom to self-host. Pick Pro for collaborative core analytics at a moderate monthly cost, or Business when replays, heatmaps, scale, and longer retention matter. Look elsewhere if you need a lower-cost behavior-analysis tier or cannot accept usage-based overage billing.