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Marketing · head to head

Invoca vs Umami

Invoca logo

Invoca

Marketing

Call tracking and conversation analytics that ties inbound phone calls back to paid marketing spend

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: Invoca entry pricing commonly starts around 1,500 US dollars a month before call minutes, plus a setup and training fee, which prices out agencies and small businesses that only need attribution for a few hundred calls.; 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: Invoca covers Dynamic number insertion, Umami covers Cookie-free tracking.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Invoca and Umami actually diverge.

Attributes where Invoca and Umami differ
AttributeInvocaUmami
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 Invoca

  • Dynamic number insertion
  • Signal AI
  • Ad platform integration
  • Call transcription
  • PreSense
  • Call routing
  • Quality management
  • Compliance redaction

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.

Invoca

  • A multi-location healthcare group proving which paid search keywords produce booked appointments rather than just call volumenot Umami
  • An insurance carrier feeding qualified call outcomes back into Google Ads so bidding optimises on written policies instead of raw callsnot Umami
  • An automotive dealer group working out which regional campaigns generate service bookings versus tyre-kicker enquiriesnot Umami
  • A home services franchisor allocating budget across franchisees by attributing revenue-producing calls to the campaigns that caused themnot Umami

Umami

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

Where each one falls short

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

Invoca

  • Entry pricing commonly starts around 1,500 US dollars a month before call minutes, plus a setup and training fee, which prices out agencies and small businesses that only need attribution for a few hundred calls.
  • Telephony minutes and tracking numbers are metered separately from the platform fee, so a seasonal advertising spike produces an invoice nobody forecast.
  • Signal AI, PreSense and quality management are frequently sold as add-on modules rather than included, meaning the demo you were shown may cost noticeably more than the quote you were given.
  • Contracts are annual or multi-year with usage minimums and no month-to-month option, so a campaign strategy that shifts away from phone calls leaves you paying for capacity you no longer use.
  • The product is deep on inbound phone attribution and shallow elsewhere; if your buying journey also involves chat, forms and in-store visits, Invoca covers only one channel and you still need a separate attribution model for the rest.

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

Invoca

On request
  • Pro$undefined/year
    • Around 6,000 annual local or toll-free numbers
    • 5 custom Signals
    • Dynamic number insertion
  • Enterprise$undefined/year
    • Around 12,000 annual numbers
    • 50 custom Signals
    • Advanced routing
  • Elite$undefined/year
    • Around 18,000 annual numbers
    • 100 custom Signals
    • Full analytics suite
  • Performance Professional$undefined/year
    • Pay-per-call network features
    • Publisher and affiliate call tracking
    • Payout management

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 Invoca if

  • You need dynamic number insertion.
  • You also want signal ai.
Invoca 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 Invoca or Umami better?
Neither clearly leads. Invoca 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, Invoca or Umami?
Umami has a free tier; the other does not. Paid plans start at On request for Invoca and Free for Umami.
Does Invoca or Umami run on more platforms?
Invoca 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. Invoca starts at On request.
What is Invoca best used for?
Invoca is most often used for a multi-location healthcare group proving which paid search keywords produce booked appointments rather than just call volume, an insurance carrier feeding qualified call outcomes back into google ads so bidding optimises on written policies instead of raw calls, an automotive dealer group working out which regional campaigns generate service bookings versus tyre-kicker enquiries, a home services franchisor allocating budget across franchisees by attributing revenue-producing calls to the campaigns that caused them. Of those, a multi-location healthcare group proving which paid search keywords produce booked appointments rather than just call volume and an insurance carrier feeding qualified call outcomes back into google ads so bidding optimises on written policies instead of raw calls are not what Umami is typically brought in for.
What can Invoca do that Umami cannot?
Invoca covers Dynamic number insertion, Signal AI, Ad platform integration, Call transcription. Umami covers Cookie-free tracking, Self-hosting, Small tracking script, Custom events.

Answered from the vendors’ own pages

Invoca: Does Invoca publish prices?

No. Every deal is quoted from call volume, number count and which modules you licence. Independent reports put the entry point near 1,500 US dollars a month plus minutes.

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.

Invoca: Is this different from CallRail?

Yes, in ambition and price. Invoca targets enterprise attribution with automated outcome classification fed back to ad bidding; lighter call tracking tools stop at source attribution.

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.

Invoca: Is it HIPAA compatible?

Invoca sells heavily into healthcare and offers redaction and compliance controls for regulated recordings; confirm the specific terms in your contract.

Umami: Can it replace Google Analytics?

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

Invoca: Do we need a contact centre platform as well?

Yes. Invoca tracks and analyses calls, it does not run your contact centre.

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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