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Marketing · head to head

AB Tasty vs Umami

AB Tasty logo

AB Tasty

Marketing

Conversion optimization platform

From
€500/month
Rated
-
Full reviewWebsite
Umami logo

Umami

Marketing

Open source, cookie-free web analytics you can self-host for the cost of a database

From
Free
Rated
-
Full reviewWebsite

The short version

  • Only Umami has a free tier, so it costs nothing to try first.
  • Each has a real cost: AB Tasty no transparent pricing published; requires custom sales conversation for any quote; Umami there is no cohort analysis, retention curve, session replay or multi-touch attribution, so a marketing team that needs to justify channel spend will still buy a second tool and Umami becomes a supplementary dashboard.
  • They diverge on capability: AB Tasty covers A/B testing, Umami covers Cookie-free tracking.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which AB Tasty and Umami actually diverge.

Attributes where AB Tasty and Umami differ
AttributeAB TastyUmami
Starting price€500/monthFree
Pricing modelquotePer month by event count
Free tierNoYes
PlatformsWebWeb, Linux
Founded2011Unknown

Identical on both: user rating (Not yet rated), category (Marketing).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in AB Tasty

  • A/B testing
  • Multivariate testing
  • Personalization
  • Visual editor
  • Google Analytics
  • Salesforce
  • SSL encryption
  • Cloud deployment

Only in Umami

  • Cookie-free tracking
  • Self-hosting
  • Small tracking script
  • Custom events
  • Funnels and goals
  • Multi-site and teams
  • Public dashboards
  • API access

What people use each for

The jobs each tool is most often brought in to do.

AB Tasty

  • A/B and multivariate testing on web and mobilenot Umami
  • Feature flagging and progressive rolloutsnot Umami
  • Personalising content for identified and anonymous visitorsnot Umami
  • Search, recommendations and merchandising for ecommercenot Umami
  • Conversion optimisation experiments across channelsnot Umami

Umami

  • A developer who wants traffic numbers on a personal or client site without adding a consent bannernot AB Tasty
  • An organisation whose legal or procurement team has ruled out sending visitor data to a US advertising companynot AB Tasty
  • A high-traffic site where hosted analytics priced by pageview band has become expensive and self-hosting removes the ceiling entirelynot AB Tasty
  • A team that wants analytics data in a database they already control so they can query and join it themselvesnot AB Tasty

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

AB Tasty

  • No transparent pricing published; requires custom sales conversation for any quote
  • Pricing determined by traffic volume, number of domains, and selected modules
  • No fixed pricing plans available; all customers receive individualized proposals

Umami

  • There is no cohort analysis, retention curve, session replay or multi-touch attribution, so a marketing team that needs to justify channel spend will still buy a second tool and Umami becomes a supplementary dashboard.
  • Self-hosting is only free in licence terms; you own the database, the upgrades, the backups and the query performance at scale, and a busy site's events table grows quickly enough to need real attention.
  • Because it stores no persistent identifier, it cannot follow a user across devices or sessions in any meaningful way, which makes returning-visitor and lifetime-value questions unanswerable by design rather than by omission.
  • Cloud overage is billed per event beyond the plan allowance, so a traffic spike or a badly instrumented custom event can produce a bill materially above the $20 or $200 headline before anyone notices.
  • It is maintained by a small team, so the pace of new capability is modest and enterprise expectations such as SSO, granular role permissions and formal support agreements are limited compared with commercial analytics vendors.

Pricing, plan by plan

AB Tasty

€500/month
  • Standard$500/month
    • A/B testing
    • Basic personalization
    • Analytics

Umami

Free
  • Self-hostedFree
    • MIT licensed, no licence fee
    • No event limit imposed by the software
    • Unlimited websites and users
  • Cloud HobbyFree
    • Up to 100,000 events per month
    • 3 websites
    • 6 months data retention
  • Cloud Pro$20/month
    • Up to 1,000,000 events per month
    • Unlimited websites
    • Unlimited team members
  • Cloud Business$200/month
    • Up to 10,000,000 events per month
    • All Pro features
    • Higher volume overage rate

Which should you pick?

Choose AB Tasty if

  • You need a/b testing.
  • You also want multivariate testing.
AB Tasty review

Choose Umami if

  • You need cookie-free tracking.
  • You want to start without paying.
  • You work on Web, Linux.
  • You also want self-hosting.
Umami review

Questions people ask

Is AB Tasty or Umami better?
Neither clearly leads. AB Tasty starts at €500/month and Umami at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, AB Tasty or Umami?
Umami has a free tier; the other does not. Paid plans start at €500/month for AB Tasty and Free for Umami.
Does AB Tasty or Umami run on more platforms?
AB Tasty runs on Web. Umami runs on Web, Linux.
Can I use Umami for free?
Yes. Umami has a free tier, so you can try it without paying. AB Tasty starts at €500/month.
What is AB Tasty best used for?
AB Tasty is most often used for a/b and multivariate testing on web and mobile, feature flagging and progressive rollouts, personalising content for identified and anonymous visitors, search, recommendations and merchandising for ecommerce. Of those, a/b and multivariate testing on web and mobile and feature flagging and progressive rollouts are not what Umami is typically brought in for.
What can AB Tasty do that Umami cannot?
AB Tasty covers A/B testing, Multivariate testing, Personalization, Visual editor. Umami covers Cookie-free tracking, Self-hosting, Small tracking script, Custom events.

Answered from the vendors’ own pages

AB Tasty: How does AB Tasty calculate pricing?

AB Tasty pricing is customized based on average traffic over the past 12 months or monthly active users (MAUs). The vendor does not offer fixed pricing plans and instead builds custom proposals around each customer's business goals and scope.

Source
Umami: Is Umami really free?

Self-hosted, yes; it is MIT licensed with no event cap. You pay for the server and database. Umami Cloud has a free tier at 100,000 events a month and paid tiers from $20.

AB Tasty: What factors affect AB Tasty pricing besides traffic volume?

Pricing is customized based on traffic volume, number of domains, selected modules, and implementation scope. All pricing includes platform access, onboarding, training, and support with no hidden fees or surprise overage charges.

Source
Umami: Do I need a cookie consent banner?

For Umami analytics specifically, generally no, because it sets no cookies and stores no personal data. Other tags on your site may still require one.

AB Tasty: Does AB Tasty offer a free trial or proof of concept?

AB Tasty does not offer a traditional free trial. Instead, the vendor provides a free proof of concept evaluation typically lasting 1 to 2 weeks to assess platform fit before purchase commitment.

Source
Umami: Can it replace Google Analytics?

For traffic, referrers and event counts, yes. For attribution modelling, audiences and advertising integration, no.

Umami: What does it need to run?

A container and a PostgreSQL or MySQL database. Most people deploy it on infrastructure they already pay for.

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