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Marketing · head to head

Ruler Analytics vs Umami

Ruler Analytics logo

Ruler Analytics

Marketing

Closed-loop marketing attribution

From
£299/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: Ruler Analytics no free plan or trial available, requiring custom quote for pricing; 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: Ruler Analytics 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 Ruler Analytics and Umami actually diverge.

Attributes where Ruler Analytics and Umami differ
AttributeRuler AnalyticsUmami
Starting price£299/monthFree
Pricing modelUnknownPer month by event count
Free tierNoYes
PlatformsWebWeb, Linux
Founded2012Unknown

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 Ruler Analytics

  • Multi-touch attribution
  • Call tracking
  • Form tracking
  • Revenue attribution
  • Customer journey tracking
  • CRM integration
  • Marketing ROI
  • Custom reporting

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.

Ruler Analytics

  • Marketing attributionnot Umami
  • ROI measurementnot Umami
  • Lead trackingnot Umami
  • Revenue attributionnot Umami

Umami

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

Where each one falls short

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

Ruler Analytics

  • No free plan or trial available, requiring custom quote for pricing
  • Advanced features like marketing mix modeling only available on Advanced plan at 1,499 GBP per month
  • Pricing scales with monthly traffic volume, making costs unpredictable
  • Setup requires manual integration with CRM and data sources

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

Ruler Analytics

£299/month
  • Small$299/month
    • Up to 10,000 monthly visits
    • Form tracking
    • Call tracking
  • Medium$499/month
    • Up to 50,000 monthly visits
    • Data-driven attribution
    • Segmentation
  • Advanced$1499/month
    • 100k+ monthly visits
    • Marketing mix modeling
    • AI agents for 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 Ruler Analytics if

  • You need multi-touch attribution.
  • You also want call tracking.
Ruler Analytics 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 Ruler Analytics or Umami better?
Neither clearly leads. Ruler Analytics starts at £299/month and Umami at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Ruler Analytics or Umami?
Umami has a free tier; the other does not. Paid plans start at £299/month for Ruler Analytics and Free for Umami.
Does Ruler Analytics or Umami run on more platforms?
Ruler Analytics 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. Ruler Analytics starts at £299/month.
What is Ruler Analytics best used for?
Ruler Analytics is most often used for marketing attribution, roi measurement, lead tracking, revenue attribution. Of those, marketing attribution and roi measurement are not what Umami is typically brought in for.
What can Ruler Analytics do that Umami cannot?
Ruler Analytics covers Multi-touch attribution, Call tracking, Form tracking, Revenue attribution. Umami covers Cookie-free tracking, Self-hosting, Small tracking script, Custom events.

Answered from the vendors’ own pages

Ruler Analytics: What does Ruler Analytics track?

Ruler Analytics tracks forms, calls, live chat, offline conversions, and CRM data to connect marketing activity directly to revenue outcomes.

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.

Ruler Analytics: Does Ruler Analytics offer a free plan?

No, Ruler Analytics does not offer a free plan. Pricing starts at 299 GBP per month for the Small plan supporting up to 10,000 monthly website visits.

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.

Ruler Analytics: What attribution models does Ruler Analytics support?

Ruler supports multi-touch attribution, data-driven attribution, impression attribution, and marketing mix modeling for measuring campaign ROI across channels.

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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