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Marketing · head to head

Umami vs VWO

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
VWO logo

VWO

Marketing

Experience Optimization Platform

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: 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.; VWO growth plan restricted to 1 workspace and 0 custom attributes
  • They diverge on capability: Umami covers Cookie-free tracking, VWO covers A/B testing.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Umami and VWO actually diverge.

Attributes where Umami and VWO differ
AttributeUmamiVWO
Pricing modelPer month by event countusage-based
PlatformsWeb, LinuxWeb, iOS, Android, Server-side
FoundedUnknown2007

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 Umami

  • Cookie-free tracking
  • Self-hosting
  • Small tracking script
  • Custom events
  • Funnels and goals
  • Multi-site and teams
  • Public dashboards
  • API access

Only in VWO

  • A/B testing
  • Multivariate testing
  • Heatmaps
  • Session recordings
  • Analytics
  • Google Analytics
  • Slack
  • SSL encryption

What people use each for

The jobs each tool is most often brought in to do.

Umami

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

VWO

  • A/B testing and multivariate testingnot Umami
  • Conversion rate optimisationnot Umami
  • Behavioural analytics and session recordingsnot Umami
  • Feature experimentation and progressive rolloutsnot Umami

Where each one falls short

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

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.

VWO

  • Growth plan restricted to 1 workspace and 0 custom attributes
  • Single Sign-On (SSO) and API access limited to Enterprise tier only
  • Growth plan offers only 8-hour first response time for support

Pricing, plan by plan

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

VWO

Free

No published plan breakdown. See the VWO review.

Which should you pick?

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

Choose VWO if

  • You need a/b testing.
  • You want to start without paying.
  • You work on Web, iOS, Android, Server-side.
  • You also want multivariate testing.
VWO review

Questions people ask

Is Umami or VWO better?
Neither clearly leads. Umami starts at Free and VWO at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Umami or VWO?
Umami starts at Free and VWO at Free.
Does Umami or VWO run on more platforms?
Umami runs on Web, Linux. VWO runs on Web, iOS, Android, Server-side.
Can I use Umami for free?
Both have a free tier, so you can try either at no cost before committing.
What is Umami best used for?
Umami is most often used for a developer who wants traffic numbers on a personal or client site without adding a consent banner, an organisation whose legal or procurement team has ruled out sending visitor data to a us advertising company, a high-traffic site where hosted analytics priced by pageview band has become expensive and self-hosting removes the ceiling entirely, a team that wants analytics data in a database they already control so they can query and join it themselves. Of those, a developer who wants traffic numbers on a personal or client site without adding a consent banner and an organisation whose legal or procurement team has ruled out sending visitor data to a us advertising company are not what VWO is typically brought in for.
What can Umami do that VWO cannot?
Umami covers Cookie-free tracking, Self-hosting, Small tracking script, Custom events. VWO covers A/B testing, Multivariate testing, Heatmaps, Session recordings.

Answered from the vendors’ own pages

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.

VWO: Is there a free trial available?

Free for 30 days. No credit card required to start the trial.

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.

VWO: Are there limits on users or metrics?

Run unlimited optimization at scale with no limit on variations, account users, metrics, session recordings, or integrations.

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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