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Marketing · head to head

Marketing Evolution vs Umami

Marketing Evolution logo

Marketing Evolution

Marketing

Advanced marketing analytics and attribution modeling

From
$5000/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: Marketing Evolution pricing not published on vendor website; enterprise data infrastructure platform requires custom 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: Marketing Evolution covers Multi-touch attribution, Umami covers Cookie-free tracking.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Marketing Evolution and Umami actually diverge.

Attributes where Marketing Evolution and Umami differ
AttributeMarketing EvolutionUmami
Starting price$5000/monthFree
Pricing modelsubscriptionPer month by event count
Free tierNoYes
PlatformsWeb, Api, AnalyticsWeb, Linux
Founded2008Unknown

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 Marketing Evolution

  • Multi-touch attribution
  • Marketing mix modeling
  • Channel performance
  • ROI analysis
  • Forecasting
  • Budget optimization
  • Custom reporting
  • Advanced analytics

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.

Marketing Evolution

  • Marketing data unification across paid, owned, and third-party data sourcesnot Umami
  • Attribution modeling and customer journey reconstructionnot Umami
  • AI-agent-ready marketing data context and business ontologynot Umami
  • Marketing budget planning and scenario simulation with Darwin toolnot Umami
  • Cross-channel performance monitoring and KPI standardizationnot Umami

Umami

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

Where each one falls short

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

Marketing Evolution

  • Pricing not published on vendor website; enterprise data infrastructure platform requires custom 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.
  • 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

Marketing Evolution

$5000/month
  • Professional$5000/month
    • Basic attribution modeling
    • Multiple channels
    • Monthly reporting
  • Enterprise$undefined/month
    • Advanced attribution
    • Unlimited channels
    • Real-time analysis
  • Custom$undefined/month
    • Custom implementation
    • Professional services
    • Consulting included

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 Marketing Evolution if

  • You need multi-touch attribution.
  • You work on Web, Api, Analytics.
  • You also want marketing mix modeling.
Marketing Evolution 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 Marketing Evolution or Umami better?
Neither clearly leads. Marketing Evolution starts at $5000/month and Umami at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Marketing Evolution or Umami?
Umami has a free tier; the other does not. Paid plans start at $5000/month for Marketing Evolution and Free for Umami.
Does Marketing Evolution or Umami run on more platforms?
Marketing Evolution runs on Web, Api, Analytics. Umami runs on Web, Linux.
Can I use Umami for free?
Yes. Umami has a free tier, so you can try it without paying. Marketing Evolution starts at $5000/month.
What is Marketing Evolution best used for?
Marketing Evolution is most often used for marketing data unification across paid, owned, and third-party data sources, attribution modeling and customer journey reconstruction, ai-agent-ready marketing data context and business ontology, marketing budget planning and scenario simulation with darwin tool. Of those, marketing data unification across paid, owned, and third-party data sources and attribution modeling and customer journey reconstruction are not what Umami is typically brought in for.
What can Marketing Evolution do that Umami cannot?
Marketing Evolution covers Multi-touch attribution, Marketing mix modeling, Channel performance, ROI analysis. Umami covers Cookie-free tracking, Self-hosting, Small tracking script, Custom events.

Answered from the vendors’ own pages

Marketing Evolution: How much does Marketing Evolution Substrate cost?

Marketing Evolution does not publish pricing on its website. The Substrate platform is sold through enterprise contracts requiring custom quotes.

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.

Marketing Evolution: What is the cost of Darwin proactive intelligence?

Darwin is included with the Substrate platform. Marketing Evolution does not publish per-user or per-instance pricing on its website.

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.

Marketing Evolution: Does Marketing Evolution offer a free trial?

Marketing Evolution directs users to request a demo or get started on the website. No free trial period is mentioned or offered.

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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