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Marketing · head to head

Iterable vs Umami

Iterable logo

Iterable

Marketing

The AI customer engagement platform global brands trust to create experiences that drive growth…

From
On request
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: Iterable no pricing information published on their site - contact sales required; 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.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Iterable and Umami actually diverge.

Attributes where Iterable and Umami differ
AttributeIterableUmami
Starting priceOn requestFree
Pricing modelquotePer month by event count
Free tierNoYes
PlatformsWebWeb, Linux

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 Iterable

Nothing recorded that Umami does not also cover.

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.

Iterable

  • Personalizing customer journeys across all channelsnot Umami
  • Optimizing retention through lifecycle messagingnot Umami
  • Driving upsells with intelligent segmentationnot Umami
  • Adapting campaigns based on real-time behaviornot Umami

Umami

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

Where each one falls short

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

Iterable

  • no pricing information published on their site - contact sales required

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

Iterable

On request

No published plan breakdown. See the Iterable review.

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 Iterable if

Nothing in the data separates Iterable from Umami on the points above - pick on price and on how each one feels to use.

Iterable 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 Iterable or Umami better?
Neither clearly leads. Iterable starts at On request and Umami at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Iterable or Umami?
Umami has a free tier; the other does not. Paid plans start at On request for Iterable and Free for Umami.
Does Iterable or Umami run on more platforms?
Iterable 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. Iterable starts at On request.
What is Iterable best used for?
Iterable is most often used for personalizing customer journeys across all channels, optimizing retention through lifecycle messaging, driving upsells with intelligent segmentation, adapting campaigns based on real-time behavior. Of those, personalizing customer journeys across all channels and optimizing retention through lifecycle messaging are not what Umami is typically brought in for.
What can Iterable do that Umami cannot?
Umami covers Cookie-free tracking, Self-hosting, Small tracking script, Custom events.

Answered from the vendors’ own pages

Iterable: How much does Iterable cost?

Iterable does not publish pricing on their website. Interested customers must contact their sales team, book a demo, or request a quote through their website for pricing information.

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.

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.

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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