Umami

Umami is an open-source web and product analytics platform for reporting on traffic, campaigns, visitor behavior, conversions, retention, and revenue. Its analytics include pageviews, visitor metrics, UTM campaign tracking, real-time data, funnels, goals, journeys, attribution, and revenue reports. Session replays and click and scroll heatmaps are available on Business and higher plans. Umami says standard analytics uses no cookies, does not track visitors across websites, and does not collect directly identifying information. Optional features such as distinct IDs, custom event or session properties, revenue tracking, replays, and heatmaps can collect additional information when enabled and configured. Replays are off by default, require an additional recorder script, and mask input fields by default. Customers can use managed Umami Cloud or self-host the open-source platform. The free Hobby cloud plan is listed alongside Pro at $20 a month and Business at $200 a month. Pro includes 1 million events per month and up to 20 websites; Business includes 10 million events per month, unlimited websites, and heatmaps. Umami lists its headquarters in San Francisco, California, United States.

Umami suits teams that need web or product analytics, including campaign, conversion, and retention reporting. It offers a managed cloud option and a self-hosted option for customers who want to run the open-source platform on their own infrastructure.

Pro includes 1 million events per month, up to 20 websites, 10 team members and two-year data retention. Business includes 10 million events per month, unlimited websites and team members, five-year retention and 5,000 session replays; events above a plan's included amount are billed per event.

Umami is an open-source analytics platform for websites and digital products, with both managed cloud and self-hosted options. It suits teams that want to connect traffic and campaigns to conversions, retention, and revenue. Its strongest case is broad reporting with a restrained standard analytics approach; cloud usage charges can rise when event volume exceeds the plan allowance.

Overview

Umami covers the path from pageviews and campaign attribution to funnels, visitor journeys, retention, and revenue reporting. That range is useful when a team needs to understand not just who arrived, but how campaigns and product activity relate to outcomes. Teams that only need a basic traffic count may find the breadth unnecessary.

Deployment choice is a practical strength. Umami Cloud removes the need to run the analytics infrastructure, while the open-source edition can be hosted on a customer’s own systems. The standard web analytics approach uses no cookies, does not track visitors across websites, and does not collect directly identifying information or sell data. Optional distinct IDs, custom properties, revenue tracking, replays, and heatmaps can collect additional information when enabled, so their use calls for deliberate configuration.

Key features

Reporting includes pageview and visitor metrics, real-time activity, UTM campaign tracking, goals, funnels, journeys, retention, attribution, and revenue. These tools make Umami a better fit for teams tying acquisition to conversion and later engagement than for teams seeking only a lightweight visitor counter. Event tracking, ecommerce tracking, conversion funnels, and API access are supported.

Session replays and click and scroll heatmaps add behavioral context beyond aggregate metrics. Replays are disabled by default, require an additional recorder script, and mask input fields by default. That default helps limit accidental capture, while the extra setup and the possibility of collecting more information mean replay and heatmap use should be configured with care.

The integrations documentation covers plugins for WordPress, VuePress, Gatsby, Nuxt, Craft CMS, and Docusaurus, along with JavaScript, PHP Laravel, Python, and Go APIs. The official MCP server offers read-only analytics tools, but it is limited to Umami Cloud Pro plans and above or self-hosted Umami v3.4 and later.

Pricing

Umami’s pricing model is freemium, with a free cloud plan and a 14-day trial. Cloud usage counts pageviews, custom events, and stored custom event properties. Events beyond a plan’s included amount are billed per event, while collection continues, so teams with variable or growing traffic should account for overage charges.

• Hobby: Free cloud plan with community support.
• Pro: $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, API and MCP access, and email support. This fits a small team that needs longer history and programmatic access, provided its usage stays near the included event volume.
• Business: $200 a month, billed monthly. It includes 10 million events per month, unlimited websites and team members, five-year data retention, 5,000 session replays, heatmaps, and email and chat support. The larger allowance and behavioral tools suit multi-site teams, but the higher monthly price makes it a substantial step up from Pro.
• Enterprise: Custom pricing, with custom event volume and data retention, SAML SSO, an uptime SLA, onboarding support, and enterprise support. It is aimed at organizations that need those controls and service commitments.

Business and Enterprise include more replay capacity or custom event terms, while Hobby and Pro are the lower-cost choices for teams that do not need the full behavioral feature set. Pro’s MCP access is useful for teams that want read-only analytics tools, but MCP access does not extend to Hobby.

Platforms

Umami supports web, API, Linux, and self-hosted deployments. Self-hosting options include source installation, Docker Compose, a prebuilt Docker image, and a third-party Kubernetes Helm chart. The documented source installation requires Node.js 18.18 or newer and PostgreSQL 12.14 or newer, which gives infrastructure teams a clear baseline but leaves hosting and operation in their hands.

For Umami Cloud, connections use HTTPS and TLS, and customer accounts, teams, websites, and analytics data are logically separated. Umami says its approach supports GDPR and CCPA compliance, and its Cloud servers are located in the US and EU.

Who it's for

Umami is a strong match for product, marketing, and ecommerce teams that need campaign, conversion, retention, or revenue reporting, and for organizations that want to choose between managed service and self-hosting. Pro suits smaller teams that can work within its event and seat limits; Business is more suitable for larger site portfolios or teams using replays and heatmaps. Organizations that need custom volume, longer retention terms, SAML SSO, or an uptime SLA should consider Enterprise.

It is less compelling for teams that only need a simple pageview dashboard, or for high-volume cloud users who cannot predict or absorb per-event overages. Teams that require broader platform coverage beyond web, API, and Linux may also need another fit.

Pros and cons

• Pro: Traffic, campaign, funnel, retention, and revenue reporting sit in one platform, supporting analysis from acquisition through outcomes.
• Pro: Managed cloud and self-hosted deployment give teams a choice between operational simplicity and running the platform on their own infrastructure.
• Pro: Standard analytics avoids cookies and cross-site tracking, while replays are off by default and mask input fields by default.
• Con: Cloud overage events are billed per event, so costs can increase as pageviews, custom events, or stored properties exceed the included amount.
• Con: Pro limits teams to 20 websites and 10 members, while its replay and heatmap features are not included at that tier.
• Con: Session replay requires an extra recorder script and can collect additional information when enabled, adding setup and configuration responsibility.

Alternatives

Web analytics tools is the directory’s broader category for comparing options. Among the named alternatives, Zoho Apptics is worth considering when a team wants a free plan spanning Android, iOS, desktop, web, and API platforms; its free tier is capped at one project, five applications per project, 5K errors per month, and 25K engagements per month.

Simple Analytics may suit teams looking for a free forever plan with one user, five websites, and one month of history, with unlimited pageviews subject to fair use. PostHog is an alternative for teams that specifically want an open-source product under the MIT license and broader platform coverage, including mobile, desktop, web, API, and self-hosting.

Visitor Analytics (TWIPLA) offers a free tier with 400 monthly page views, 20 tracked events, one conversion funnel, and 25 session recordings, which may suit a very small site testing basic behavioral reporting. Matomo is another self-hosted option; its Community plan is free forever with unlimited users and hits.

TinyAnalytics is a possible alternative for a small site that can work within a free allowance of 50,000 monthly page views, one website, 100 session recordings, one heatmap, and one tracked goal. Adobe Analytics is another option for readers comparing analytics platforms with paid plans. Amplitude may fit teams seeking a free plan with 2 million events per month and 10,000 monthly session replays.

Verdict

Choose Umami if you want web and product analytics that connect traffic to conversions and revenue, with the option to use managed cloud or host it yourself. Its privacy-conscious standard analytics and useful reporting breadth are the main reasons to shortlist it. Look elsewhere if your cloud event volume is likely to exceed the included allowance, or if your team needs replay and heatmap tools without moving to the Business tier.

Umami covers a wide range of web and product analytics, with cloud and self-hosted deployment options. Its privacy details distinguish standard analytics from optional data collection, and plan limits matter if event volumes exceed included amounts.