Matomo vs Umami (2026): which should you pick?

Pick Matomo if

• Fits if your analytics data has to stay on your own servers
• Works for public bodies, EU sites and teams leaving Google Analytics

Look elsewhere if

• Skip it if you don't want to run a server and can't pay for the cloud
• Pricey if you self-host and want heatmaps, with the Team bundle at €230 a month billed yearly for 4 users
• Tight if you have more than 30 sites or 30 people on Cloud Business, or need over 24 months of raw data
• Watch out: self-hosted bundles are priced in euros only, and the free edition gets forum support only
• Watch out: the cloud trial's length isn't stated, and the cloud rises to $204 a month at 1M hits

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

Matomo

• Self-hosted premium bundles are priced in euros only; Cloud shows dollar prices to US visitors.
• On your own server, heatmaps, session recordings, funnels and A/B testing are paid plugins or bundles, not part of the free edition.
• Cloud Business caps you at 30 websites, 30 team members and 24 months of raw data; more needs Cloud Enterprise.
• Self-hosting means you run the server, updates and backups yourself, with forum support only on the free edition.

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.

Matomo

Full web analytics without sampling

Traffic, campaigns, ecommerce, events, site search, visitor maps and visitor profiles, with report data kept forever and no data sampling.

Data ownership and privacy

Data stays on your own servers or in Matomo Cloud in Frankfurt, with a GDPR manager and privacy options for what is collected.

Heatmaps and session recordings

Included in Cloud Business and, for self-hosters, in the Team bundle and above; also sold as a separate plugin.

A/B testing, funnels and forms

A/B tests, conversion funnels, user flows and form analytics come with Cloud Business; on your own server they are premium plugins or bundles.

Google Analytics importer and APIs

Imports historical Google Analytics data, and offers HTTP Analytics and Tracking APIs plus log file analytics.

Tag manager

A built-in tag manager (30 containers on Cloud Business) to add and manage tracking codes without editing the site.

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.

Matomo

• Community (On-Premise)$0

  Free self-hosted edition you run yourself: unlimited users and hits, base features and community plugins, forum support.

• Cloud Business$26

  per month for up to 50,000 hits, billed monthly

  Hosted in Germany: 30 sites, 30 users, 24 months of raw data, heatmaps, recordings, A/B tests, funnels. $42 a month at 100,000 hits, $204 at 1M.

• Team (On-Premise)€230

  per month, billed annually (€275 billed monthly)

  Self-hosted plugin bundle for up to 4 users and 5M hits a month: heatmaps and recordings, funnels, custom reports, email support.

• Business (On-Premise)€1,209

  per month, billed annually (€1,450 billed monthly)

  Up to 20 users and 30M hits a month. Adds cohorts, multi-channel attribution, roll-up reporting, activity log and white label.

• Enterprise (On-Premise)€2,834

  per month, billed annually (€3,400 billed monthly)

  Up to 50 users and 100M hits a month, A/B testing, a customer success manager, onboarding and chat support.

• Cloud EnterpriseCustom

  Sold through sales for larger sites: custom allowances and raw data retention, email support and a customer success manager.

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.

Matomo

• Annual discount

  2 months free with annual billing

  Matomo Cloud billed annually costs 10 times the monthly price, a 17% saving; the self-hosted bundles are also about 17% cheaper billed annually.

• Nonprofit

  Discount for eligible nonprofits

  Matomo says eligible nonprofit organizations and charities may receive a discount; they contact the team to learn more.

Umami

No public discounts listed.