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Marketing · head to head

Triple Whale vs Umami

Triple Whale logo

Triple Whale

Marketing

The operating system for e-commerce

From
Free
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

  • Each has a real cost: Triple Whale shopify-first focus limits functionality for multi-platform ecommerce operations beyond Shopify ecosystem; 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: Triple Whale covers First-party 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 Triple Whale and Umami actually diverge.

Attributes where Triple Whale and Umami differ
AttributeTriple WhaleUmami
Pricing modelUnknownPer month by event count
PlatformsWebWeb, Linux
Founded2021Unknown

Identical on both: starting price (Free), free tier (Yes), 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 Triple Whale

  • First-party attribution
  • Real-time dashboard
  • Creative analytics
  • Sonar AI assistant
  • Pixel tracking
  • Profit tracking
  • Cohort analysis
  • Benchmarking

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.

Triple Whale

  • Marketing analyticsnot Umami
  • Attribution trackingnot Umami
  • Profit optimizationnot Umami
  • Creative testingnot Umami

Umami

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

Where each one falls short

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

Triple Whale

  • Shopify-first focus limits functionality for multi-platform ecommerce operations beyond Shopify ecosystem
  • Creative analytics and advanced features sold as add-ons beyond base plan pricing
  • GMV-based pricing for larger brands creates unpredictable costs at scale

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

Triple Whale

Free
  • Founders DashboardFree
    • Basic analytics
    • Dashboard access
  • Starter$179/month
    • Multi-touch attribution
    • Sonar Send
    • Analytics dashboard
  • Advanced$259/month
    • All Starter features
    • Advanced analytics
    • Add-ons available

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 Triple Whale if

  • You need first-party attribution.
  • You want to start without paying.
  • You also want real-time dashboard.
Triple Whale 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 Triple Whale or Umami better?
Neither clearly leads. Triple Whale starts at Free and Umami at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Triple Whale or Umami?
Triple Whale starts at Free and Umami at Free.
Does Triple Whale or Umami run on more platforms?
Triple Whale runs on Web. Umami runs on Web, Linux.
Can I use Triple Whale for free?
Both have a free tier, so you can try either at no cost before committing.
What is Triple Whale best used for?
Triple Whale is most often used for marketing analytics, attribution tracking, profit optimization, creative testing. Of those, marketing analytics and attribution tracking are not what Umami is typically brought in for.
What can Triple Whale do that Umami cannot?
Triple Whale covers First-party attribution, Real-time dashboard, Creative analytics, Sonar AI assistant. Umami covers Cookie-free tracking, Self-hosting, Small tracking script, Custom events.

Answered from the vendors’ own pages

Triple Whale: What is Triple Whale's pricing structure?

Triple Whale offers a free Founders Dashboard, Starter plan at $179/month, Advanced plan at $259/month, and Custom plans starting at $539/month. Brands above $5M GMV use GMV-based pricing, with brands at $10M-$15M GMV paying approximately $1,849/month.

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.

Triple Whale: Does Triple Whale integrate with Shopify?

Yes. Triple Whale is a Shopify-focused analytics platform that natively integrates with Shopify stores and connects to Meta, Google, and TikTok for multi-touch attribution.

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.

Triple Whale: What AI features does Triple Whale offer?

Triple Whale includes Moby Actions for automated operations like pausing underperforming ad sets and sending segments to Klaviyo, plus Compass with MMM, incrementality testing, and AI agent suite capabilities.

Source
Umami: Can it replace Google Analytics?

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

Triple Whale: Is there a free plan?

Yes. Triple Whale offers a free Founders Dashboard for basic analytics access, but advanced features and full attribution require paid plans.

Source
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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