Umamivs
Plausible
Plausible: If you want the same privacy-first approach with a more polished hosted product and are willing to pay per pageview band
Umami
Open source, cookie-free web analytics you can self-host for the cost of a database
As of 31 August 2026, Umami is free to use. A small MIT-licensed analytics application that records page views and events without cookies or personal data, and runs on a container plus a Postgres or MySQL database. Softwr lists it under Marketing. Umami is made by Umami Software, Inc., available on Web, Linux.
Overview
What Umami does
Umami is an open source web analytics application. You deploy it yourself, point a small tracking script at it, and get page views, referrers, countries, devices, custom events and simple funnels. It stores no cookies and no personal data, which in most jurisdictions removes the need for a consent banner for analytics purposes, and the tracking script is roughly two kilobytes against Google Analytics' considerably larger payload. The distinguishing thing is cost structure. Self-hosted Umami has no licence fee and no event ceiling; your only cost is the database and the container running it, which for most sites is a few dollars a month on infrastructure you already have. Umami Cloud exists for people who do not want to operate it, with a free Hobby tier at 100,000 events a month, Pro at $20 a month for 1 million events and Business at $200 a month for 10 million, with overage billed per event. Compared with a hosted analytics tool priced by pageview band, a busy site self-hosting Umami saves a genuinely large amount. Buyers are developers, small teams and privacy-conscious organisations who want traffic numbers and nothing more. The trade-off is depth. There is no cohort analysis, no session replay, no cross-device user stitching and no attribution modelling, because there is no persistent identifier to build any of it on. If your marketing team needs to prove multi-touch attribution, Umami is not a candidate.
What people use it 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
Related searches
The honest half
Where it falls short
Concrete and checkable, so you can decide whether any of them matter to you. This is the half of a review a vendor will not write about 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.
Cross-shopped
What people choose instead of Umami
Each pairing was judged by two reviewers asking whether a buyer would genuinely weigh the two against each other. The ones that failed were deleted rather than published.
- UmamivsMatomo
Matomo: If you need deeper features such as heatmaps, session recording and e-commerce reporting while still self-hosting
- UmamivsFathom Analytics
Fathom Analytics: If you want simple privacy-focused analytics fully managed and never want to touch a database
Pricing
What Umami costs
Taken from the vendor's own pricing page. Prices move, so check before you buy.
Self-hosted
Free
- MIT licensed, no licence fee
- No event limit imposed by the software
- Unlimited websites and users
- You provide the database and hosting
- Community support only
Cloud Hobby
Free
- Up to 100,000 events per month
- 3 websites
- 6 months data retention
- No server to operate
Cloud Pro
$20 /mo
- Up to 1,000,000 events per month
- Unlimited websites
- Unlimited team members
- 5 years data retention
- Email support
- Overage billed per additional event
Cloud Business
$200 /mo
- Up to 10,000,000 events per month
- All Pro features
- Higher volume overage rate
- Suited to multi-property publishers
Capabilities
Features
Cookie-free tracking
No cookies and no personal data stored, so no analytics consent banner in most jurisdictions
Self-hosting
Runs as a container against PostgreSQL or MySQL with no licence fee and no event cap
Small tracking script
Around two kilobytes, materially lighter than mainstream analytics tags
Custom events
Track named events with properties for conversions and interactions
Funnels and goals
Basic multi-step funnel and goal reporting
Multi-site and teams
Unlimited websites and team members on self-hosted and paid cloud plans
Public dashboards
Share a site's stats via a public link without giving out an account
API access
Query your own data directly rather than through the interface only
Answered, with sources
Questions people ask
Each answer names the page it came from, so you can check it rather than take our word for it.
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.
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.
Can it replace Google Analytics?
For traffic, referrers and event counts, yes. For attribution modelling, audiences and advertising integration, no.
What does it need to run?
A container and a PostgreSQL or MySQL database. Most people deploy it on infrastructure they already pay for.
Keep looking
Where to go from Umami
- Umami alternativesEvery product people weigh against it
- Umami pricingPlans, floors and what the tiers exclude
- Umami badgesWhich rules it meets, and the figure behind each
- All Marketing softwareThe full category
- Best Marketing softwareThe shortlist, and how it was cut
Best Marketing software for
Compare Umami with
- Matomo
- Plausible
- Fathom Analytics
- Mautic
- Countly
- Freshpaint
- Simple Analytics
- Attribution
- CallRail
- Microsoft Clarity
- Octoboard
- Onclusive
- WebEngage
- Woopra
- Wunderkind
- Whatagraph
- MoEngage
- Optimizely
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Softwr does not host reviews and shows no star rating for Umami, because a rating we did not collect is not ours to publish. What is here is the pricing and platform detail from the vendor’s own pages, limitations we could state concretely, and alternatives a reviewer confirmed people weigh against it. Tell us if any of it is wrong.
More on Umami
Umami alternatives
What people switch to, and what they give up
Umami pricing
Every tier, and where the cost actually lands
Compare Umami
Put it head to head with anything we hold
Umami badge
Its rating, and an embed for your own site
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