The Umami Insider’s Guide
Everything we know about Umami in one document: what it costs, its grades, getting a refund, getting help and what else to look at. Read it here, or keep a copy.
Umami
The Insider’s Guide
Open-source, cookieless web and product analytics
Every plan, grade, refund rule and rival among website and product analytics tools, read from Umami’s own pages.
Made by Umami Software, Inc. · checked Nov 12, 2026 · toolgpa.com
Contents
- 01WelcomeWhat it is, who it suits, its grades and the ten things to know first
- 02What it costsEvery plan, the free plan, ways to pay less and how prices have moved
- 03What it doesIts main features, where it runs, what it works with and who makes it
- 04Where it standsIts grades against its category, and whether to keep it or make your own
- 05The alternativesThe tools it is most often weighed against, side by side
- 06Quick answersThe questions people ask about it, each answered in a line or two
- 07About ToolGPAWho made this guide, what else is on the site, and how to cite it
ToolGPA put this guide together from Umami’s own pages, its app-store listings and our grades. Every fact in it is on Umami’s page too, where it is kept up to date. Checked Nov 12, 2026.
Part 01 · Overview
Welcome
What it is, who it suits, its grades and the ten things to know first
2.6
GPA, above 44 of the 58 other website and product analytics tools we grade
Umami is an open-source web and product analytics platform that tracks traffic, events, funnels, retention and revenue without cookies or personal data. It can be self-hosted from source or Docker, or used as the paid Umami Cloud service, which bills by the number of events recorded.
To get you started, here are 9 things to know about Umami, taken from its own pages and our grades.
You add a script, or host the server and update it yourself.
- 1
Best for open-source analytics, hosted or self-hosted
Umami has a free Hobby plan, a free self-hosted version and cloud plans from $20 a month.
- 2
Paid plans start at $20 a month
As its pricing page puts it: $20 per month, with 1 million events included.
- 3
There is a free plan
Hobby plan: 100K events a month, 1 website, 6 months of data retention and community support.
- 4
It runs on Web
Web.
- 5
Traffic and campaign reports
Pageviews, visitors, referrers, locations and devices on one dashboard, with UTM tracking, comparison between periods and attribution.
- 6
Events, funnels and retention
Custom events and properties feed goals, funnels, journeys and retention reports that show where visitors drop off or return.
- 7
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.
- 8
A 2.6 GPA, above 44 of 58
That is against the other website and product analytics tools we grade, on value, the free plan, features, ease of use and platforms.
- 9
Keep it
The plain part of Umami you could make: reports. What surrounds it you could not. The 4 things listed below take a company, not a weekend.
Umami at a glance
- Pricing
- Free plan, from $20 per month, with 1 million events included
- Free plan
- Yes
- Free trial
- 14-day free trial on the Pro and Business plans
- Runs on
- Web
- Made by
- Umami Software, Inc.
- Category
- Website & Product Analytics
- Our grade
- 2.6 GPA, good
The report card
Best for open-source analytics, hosted or self-hosted
Umami has a free Hobby plan, a free self-hosted version and cloud plans from $20 a month. Hobby covers 1 website and 100K events with no API, and replays and heatmaps start at the $200 Business plan.
| Subject | Grade | Comment |
|---|---|---|
| Value for money | C | Pro is $20 a month for 1 million events, in the middle of the analytics range. The free self-hosted version needs your own server. |
| Free plan and trial | B | Hobby is free for 1 website, 100K events a month and 6 months of data, with community support. A 14-day trial covers Pro and Business. |
| Features | B | Traffic and campaign reports, events, funnels, retention, replays, heatmaps, revenue reporting and an API and MCP server. Hobby has no API or teams, and replays and heatmaps are Business. |
| Ease of use | C | No store rating on record. You add a script, or host the server and update it yourself. |
| Platforms and integrations | B | Web only, with WordPress, Nuxt, Gatsby, Magento 2, Flutter and other integrations, plus an API and MCP server. |
An A is worth 4 points, a B 3, a C 2, a D 1 and an F nothing. The GPA is the average of the five.
Who Umami is for
- 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
Who it is not for
- 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
Good to know
Good for
- Developers who want to self-host analytics for free
- Sites that want product analytics without cookies or banners
- Small projects on the free Hobby plan
Worth knowing
- 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.
Part 02 · Pricing
What it costs
Every plan, the free plan, ways to pay less and how prices have moved
$20
A month to start. There is a free plan too
Umami has a free plan. Paid plans start at $20 per month, with 1 million events included.
The free self-hosted version needs your own server.
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.
Enterprise
Custom
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.
The free plan
Hobby plan: 100K events a month, 1 website, 6 months of data retention and community support.
Trying it first
14-day free trial on the Pro and Business plans
Read from umami.is on Nov 12, 2026.
Part 03 · Features
What it does
Its main features, where it runs, what it works with and who makes it
1
Place it runs: Web
Open-source, cookieless web and product analytics. Here is what it does, as its own site describes it, and what it covers: open source, self-hostable, public API, reports, web analytics, session replay.
Traffic and campaign reports, events, funnels, retention, replays, heatmaps, revenue reporting and an API and MCP server.
- 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.
Where it runs
- Web
What it works with
- WordPress
- Nuxt
- Gatsby
- Craft CMS
- Docusaurus
- Magento 2
- Eleventy
- Flutter
Umami is made by Umami Software, Inc.
Part 04 · Standing
Where it stands
Its grades against its category, and whether to keep it or make your own
44/58
Other website and product analytics tools it is graded above
Umami's GPA of 2.6 is higher than 44 of the 58 other website and product analytics tools we grade, and level with 4.
It stands best on free plan and trial (B, above 40 of 58) and worst on ease of use (C, above 3).
Its paid plans start at $20 a month, against a middle price of $29 for the category: 11 of the 32 others that charge start lower.
On features, ease of use and platforms it scores 2.7 out of 4. Nothing scores higher for less, though at least one tool matches that score at a lower price.
Each grade against the category
Every bar is all 59 website and product analytics tools we grade, cut by the letter each got. Umami’s own letter is outlined.
- CValue for moneyAbove 5 of 58
- BFree plan and trialAbove 40 of 58
- BFeaturesAbove 33 of 58
- CEase of useAbove 3 of 58
- BPlatforms and integrationsAbove 20 of 58
Price against what you get
Each dot is one of 38 website and product analytics tools. Further left costs less; higher up scores better on features, ease of use and platforms. Umami is the marked dot.
What paid plans start at, a month (each step along is roughly double) →
Keep it, or make your own?
Whether this is something you could build for yourself with an AI app builder, and what you would give up.
Keep it
The plain part of Umami you could make: reports. What surrounds it you could not. The 4 things listed below take a company, not a weekend.
It is one of the better ones too: its GPA of 2.6 is higher than 44 of the 58 other website and product analytics tools we grade. It costs $240 a year. Umami is open source, so there is a third way: take its code and run it yourself.
What you could make
- Reports: an app builder makes this well.
What you could not
- A tracking script and a database that counts every visit.
- Recordings of what each visitor did on your pages.
- It plugs into other products, WordPress, Nuxt and Gatsby among them, and has an API.
- The depth: we grade its features B, which means it covers the whole job.
What this rests on. Umami’s listing: what it does, where it runs, what it plugs into and what it costs. It is a judgement about the kind of software this is. We have not built a replacement for it, and making your own means looking after it too. How we decide, and every tool’s verdict.
Part 05 · Alternatives
The alternatives
The tools it is most often weighed against, side by side
Plausible, Matomo, PostHog, Fathom Analytics and Simple Analytics
The 5 tools Umami is most often weighed against, with where each one differs from it.
- 2.4GPA
Plausible
Free plan · from $7.50/mo
Cookie-free, privacy-first website analytics made and hosted in the EU.
- Umami also covers reports and session replay.
- 2.4GPA
Matomo
Free plan · from $26/mo
Open-source web analytics you can host yourself or in Matomo's cloud.
- Umami also covers reports.
- Matomo also covers a/B testing.
- 3.2GPA
PostHog
Free plan · from $0.00005
Open-source product analytics with replays, flags and surveys.
- Umami also covers reports.
- PostHog also covers surveys and a/B testing.
- 2.4GPA
Fathom Analytics
Free trial · from $12.50/mo
Cookie-free, privacy-first website analytics priced by pageviews.
- Umami has a free plan. Fathom Analytics does not, though it has a free trial.
- Umami is open source and self-hostable, according to its own site.
- Umami also covers session replay.
- 2.6GPA
Simple Analytics
Free plan · from $20/mo
Cookieless web analytics hosted in the EU.
- Umami is open source and self-hostable, according to its own site.
- Umami also covers session replay.
Part 06 · Questions
Quick answers
The questions people ask about it, each answered in a line or two
14
Questions, each answered in a line or two
The short version of everything above, for when you only need the answer. Each one is told in full in its part of the guide.
Is Umami free?
Umami has a free plan. Hobby plan: 100K events a month, 1 website, 6 months of data retention and community support.
How much does Umami cost?
Umami lists 5 plans. Hobby: $0.
What platforms does Umami work on?
Umami is available on Web.
Does Umami have an Android app?
No Android app was listed when its pages were read on Nov 12, 2026. Umami is listed for Web.
Does Umami have an iPhone app?
No iPhone app was listed when its pages were read on Nov 12, 2026. Umami is listed for Web.
Is Umami open source?
Yes. Umami is open source, according to its own site.
Does Umami have an API?
Yes. Umami offers a public API, according to its own site.
What does Umami integrate with?
Umami's listing names WordPress, Nuxt, Gatsby, Craft CMS, Docusaurus, Magento 2, Eleventy and Flutter.
Does Umami have a free trial?
Yes. 14-day free trial on the Pro and Business plans.
Who makes Umami?
Umami is made by Umami Software, Inc.
What are the alternatives to Umami?
The closest alternatives to Umami in our directory are Plausible, Matomo, PostHog, Fathom Analytics and Simple Analytics.
How does Umami compare with other website and product analytics tools?
Umami's GPA of 2.6 is higher than 44 of the 58 other website and product analytics tools we grade, and level with 4.
Is Umami good value for money?
ToolGPA grades Umami C for value for money. Its paid plans start at $20 a month, against a middle price of $29 for the category: 11 of the 32 others that charge start lower.
Could I make my own version of Umami?
The plain part of Umami you could make: reports. What surrounds it you could not.
Where this guide comes from
The prices, plans, platforms and features were read from Umami’s own pages on Nov 12, 2026, and the grades were given on Nov 12, 2026. Graded from this listing, whose facts were read from Umami Software, Inc.'s own pages on 12 November 2026. Not based on using the product, and shorter than our full reviews.
Every tool we list gets five grades, A to F, each with its reason, and a GPA that averages them. How each is decided is at toolgpa.com/grades. This guide is ToolGPA’s own work; it is not made, paid for or approved by Umami Software, Inc. Prices change, so check umami.is before you buy.
Part 07 · About
About ToolGPA
Who made this guide, what else is on the site, and how to cite it
5,038
Tools graded, in 95 categories
ToolGPA grades software the way a school report grades a pupil: five subjects, a letter for each with the reason written beside it, and a GPA that averages them. Prices, plans and platforms are read from each maker’s own pages and dated, so you always know how fresh a figure is.
Every grade, review and ranking on ToolGPA is our own judgement. No company can pay for a grade or change one. Every tool on the site has a guide like this one, free to download and pass on. It all lives at toolgpa.com.
5,038
tools graded
95
categories
739
price changes on record
579
apps priced in 12 countries
What else is on toolgpa.com
- Umami, kept up to dateEverything in this guide, with prices and grades as they are todaytoolgpa.com/tools/umami
- How grades are givenThe rules behind every letter and every GPAtoolgpa.com/grades
- Value chartsWhat each tool costs against what it scores, for every categorytoolgpa.com/charts
- CompareAny two tools side by side, plan by plantoolgpa.com/compare
- Price changesEvery price rise and cut on record, each with its sourcetoolgpa.com/price-changes
- Prices by countryWhat apps cost on the App Store in 12 countriestoolgpa.com/prices-by-country
- Pay lessEvery public discount: yearly billing, students, nonprofitstoolgpa.com/save
- Keep or makeWhich tools are worth paying for, and which you could build yourselftoolgpa.com/keep-or-make
Scan for the live page
Prices and grades as they are today
Quoting this guide?
Please name ToolGPA and link to the live page, so readers can check the figures for themselves:
ToolGPA, "Umami: The Insider's Guide", checked Nov 12, 2026. https://toolgpa.com/tools/umami
Know someone choosing between website and product analytics tools?
Send them this guide: toolgpa.com/tools/umami/guide
ToolGPA elsewhere: youtube.com/@toolgpa
See our other guides
The best-graded website and product analytics tools after Umami, each with an Insider's Guide of its own.
- Website & Product Analytics Insider's GuideEvery one of the 59 website and product analytics tools we grade, compared
- Google Analytics Insider's GuideGoogle's free website and app analytics, with a paid 360 tier3.4 GPA
- Microsoft Clarity Insider's GuideFree session recordings and heatmaps from Microsoft, no traffic cap3.2 GPA
- PostHog Insider's GuideOpen-source product analytics with replays, flags and surveys3.2 GPA
Choosing software? Every tool graded, every price dated.
Compare tools at toolgpa.com ›Everything in this guide is ToolGPA’s own summary of what Umami’s pages, its app-store listings and public reviews said on the dates shown. Grades are our judgement under the rules at toolgpa.com/grades. Every grade, review and ranking on ToolGPA is our own judgement. No company can pay for a grade or change one. Umami is a trademark of its owner, and this guide is not made, paid for or approved by Umami Software, Inc. Prices and plans change: check umami.is before you buy.