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Marketing · head to head

Umami vs Whatagraph

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
Whatagraph logo

Whatagraph

Marketing

Automated marketing reporting and analytics

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.; Whatagraph the entry Max plan starts at 699 EUR per month and is billed annually, with no monthly billing option shown
  • They diverge on capability: Umami covers Cookie-free tracking, Whatagraph covers Automated reporting.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Umami and Whatagraph actually diverge.

Attributes where Umami and Whatagraph differ
AttributeUmamiWhatagraph
Pricing modelPer month by event countsubscription
PlatformsWeb, LinuxWeb, Mobile, Api
FoundedUnknown2016

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 Whatagraph

  • Automated reporting
  • Multi-channel integration
  • Custom dashboards
  • Data visualization
  • PDF reports
  • Real-time updates
  • Historical tracking
  • Anomaly detection

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 Whatagraph
  • An organisation whose legal or procurement team has ruled out sending visitor data to a US advertising companynot Whatagraph
  • A high-traffic site where hosted analytics priced by pageview band has become expensive and self-hosting removes the ceiling entirelynot Whatagraph
  • A team that wants analytics data in a database they already control so they can query and join it themselvesnot Whatagraph

Whatagraph

  • Automated client marketing reports for agenciesnot Umami
  • Blending data from multiple ad platforms into one dashboardnot Umami
  • White-labelled reporting under an agency's own brandingnot 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.

Whatagraph

  • The entry Max plan starts at 699 EUR per month and is billed annually, with no monthly billing option shown
  • Only two plans exist and the Prime plan is custom priced with no published rate
  • Public API access, transfer to BigQuery and Looker, a custom report domain and premium integrations all require the Prime plan
  • Data sources are metered as credits at 1 credit per connected data account, so each additional ad account consumes quota
  • Extra credits can be bought only up to the next plan threshold, after which an upgrade is required
  • Moving to either the Max or Prime plan requires booking a call with sales rather than self-serve upgrade
  • The free trial is 14 days

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

Whatagraph

Free
  • FreeFree
    • Up to 3 data sources
    • Basic dashboards
    • Daily updates
  • Starter$99/month
    • Up to 10 data sources
    • Advanced dashboards
    • Hourly updates
  • Professional$299/month
    • Unlimited data sources
    • Real-time updates
    • White-label

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 Whatagraph if

  • You need automated reporting.
  • You want to start without paying.
  • You work on Web, Mobile, Api.
  • You also want multi-channel integration.
Whatagraph review

Questions people ask

Is Umami or Whatagraph better?
Neither clearly leads. Umami starts at Free and Whatagraph at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Umami or Whatagraph?
Umami starts at Free and Whatagraph at Free.
Does Umami or Whatagraph run on more platforms?
Umami runs on Web, Linux. Whatagraph runs on Web, Mobile, Api.
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 Whatagraph is typically brought in for.
What can Umami do that Whatagraph cannot?
Umami covers Cookie-free tracking, Self-hosting, Small tracking script, Custom events. Whatagraph covers Automated reporting, Multi-channel integration, Custom dashboards, Data visualization.

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.

Whatagraph: What is the starting price for Whatagraph's Max plan?

The Max plan starts at 699 euros per month when billed annually.

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.

Whatagraph: Do Whatagraph plans limit the number of users or reports?

No, both the Max and Prime plans include unlimited users and unlimited reports.

Source
Umami: Can it replace Google Analytics?

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

Whatagraph: What is a 'source credit' in Whatagraph pricing?

One source credit equals one connected data account. The Max plan starts with 50 source credits, and the Prime plan includes a custom amount based on needs.

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.

Whatagraph: What's included in both Whatagraph plans?

Both Max and Prime plans include Whatagraph IQ with automated report creation, live chat support, EU data center access, and version history.

Source
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