Fathom Analytics vs Umami (2026): which should you pick?

Pick Fathom Analytics if

• Fits if you're an agency sending traffic reports to many clients
• Works for bloggers and small businesses who want stats without a cookie banner

Look elsewhere if

• Skip it if you want to try it without handing over a card, as the 7-day trial needs one and renews itself
• Tight if you track lots of custom events, as they eat into your pageview allowance across all sites
• Not for you if you want to host your analytics yourself, which Fathom doesn't offer
• Too light for anyone who wants recordings, funnels or visitor-level data
• Pricey if traffic grows: $60 a month at 1M pageviews, $200 at 10M, and $10 a month per extra pack of 50 sites

Pick Umami if

• Fits if you want free analytics on one site or are happy to host it yourself
• Works for a developer who wants an API and MCP access

Look elsewhere if

• Tight if you stay on Hobby: 1 website, 100K events and no teams, API or email reports
• Pricey if you want replays or heatmaps, which start at Business, $200 a month, and extra replays cost $0.005 each
• Watch out: pageviews and every stored event property count as events, so heavy tagging raises the bill
• Watch out: self-hosting means you run and update the server and change the default admin password

Fathom Analytics

• There is no free plan: the 7-day trial needs a card, then the plan renews automatically.
• Custom events count against the monthly pageview allowance, shared across all your sites.
• Fathom is hosted only and cannot be self-hosted.
• Extra sites beyond those included cost $10 a month or $100 a year per pack of 50.

Umami

• Hobby covers one website and 100K events a month, with no teams, API or email reports.
• Usage counts pageviews and every stored event property as events, so heavy tagging raises the bill.
• Replays and heatmaps start at Business ($200 a month), which includes 5,000 replays; extra replays cost $0.005 each.
• Self-hosting means you run and update the server; the docs warn to change the default admin password.

Fathom Analytics

No cookies or consent banner

Counts visits without cookies and anonymizes data with hashes and salts, so the vendor says no analytics consent banner is needed. EU visitor data stays in the EU.

Single-page dashboard

Pages, referrers, countries, devices and UTM campaigns on one page, in real time, with saved filtered views and milestones marked on the chart.

Events and revenue

Tracks sign-ups, form submissions and purchases as events, with a value and currency so sales totals show beside counts.

Client reports and sharing

Weekly or monthly email reports covering one or several sites, and dashboards shared publicly or behind a password.

Google Analytics and Search Console

Imports historical GA4 data and shows Search Console terms, clicks, impressions and positions beside your traffic.

Umami

Traffic and campaign reports

Pageviews, visitors, referrers, locations and devices on one dashboard, with UTM tracking, comparison between periods and attribution.

Events, funnels and retention

Custom events and properties feed goals, funnels, journeys and retention reports that show where visitors drop off or return.

Session replays and heatmaps

Replays and heatmaps show what visitors did on a page. On Umami Cloud they are part of the Business plan and above.

Revenue reporting

Values can be attached to events, and a revenue report shows which pages, campaigns and visitor segments bring in the most.

API and MCP server

A REST API and an official MCP server let you build your own reports or connect an AI assistant. Both are part of Pro and above.

Cloud or self-hosted

Run it yourself with Docker or from source, or use the hosted Umami Cloud service. Teams and boards support shared dashboards.

Fathom Analytics

• Fathom Analytics$12.50

  per month for up to 100k pageviews, billed yearly ($15 billed monthly)

  Every feature, 50 sites, events and revenue, email reports, API. Rises with pageviews: $60 a month at 1M and $200 at 10M, billed monthly.

• High trafficCustom

  High-traffic plans above 25M monthly pageviews, quoted on request. The 25M tier itself is $470 a month, billed monthly.

Umami

• Hobby$0

  Umami Cloud with up to 100K events a month, 1 website, 6 months of retention and community support.

• Pro$20

  per month for 1 million events

  Up to 20 websites, 10 team members, 2 years of retention, API and MCP access. Extra events cost $0.00003 each.

• Business$200

  per month for 10 million events

  Unlimited sites and members, 5 years of retention, heatmaps, white-labeling and 5,000 replays. Extra events $0.00002 each.

• EnterpriseCustom

  Adds SAML single sign-on, onboarding, an uptime SLA, custom retention, invoice billing and enterprise support.

• Self-hosted$0

  The open-source software, which you install and run yourself from source or a Docker image.

Fathom Analytics

• Annual discount

  2 months free with yearly billing

  Yearly billing costs 10 times the monthly rate: $150 a year instead of $15 a month at 100,000 pageviews, and $600 instead of $60 a month at 1M.

Umami

No public discounts listed.