Google Analytics vs Umami

Google Analytics is a measurement service for tracking customer interactions across websites and apps through the customer lifecycle. It provides cross-device and cross-platform views, with reports covering acquisition, engagement, conversion, and monetization. Event tracking, funnel exploration, ecommerce tracking, conversion funnels, and cross-platform attribution are included. Built-in automation, flexible reporting, shareable reports, and machine-learning analysis support investigation and collaboration. Analytics connects with Google Ads, Search Ads 360, Display & Video 360, Google Cloud, and Google Search Console; Analytics 360 also lists Salesforce. The service is available free of charge for businesses of every size, with limited data retention. Analytics 360 has no listed price and is aimed at large enterprises needing advanced customization, scalable tools, higher limits, unsampled explorations, enhanced freshness, and enterprise support with service-level agreements. Supported environments include web, iOS, Android, AMP, and server.

Umami is an open-source analytics platform for understanding website and product traffic, campaigns, visitor behavior, conversions, retention and revenue. Reports cover pageviews, visitor metrics, UTM campaigns, real-time activity, funnels, goals, journeys, attribution and revenue. Session replays and click and scroll heatmaps are available on Business and above. Umami says standard analytics uses no cookies, does not track people across websites, and does not collect directly identifying information. Optional features such as distinct IDs, custom properties, revenue tracking, replays and heatmaps can collect additional information when enabled; replays are off by default and mask input fields by default. Customers can choose managed Umami Cloud or host the open-source platform themselves. The free Hobby cloud plan sits alongside Pro at $20 a month and Business at $200 a month. Pro includes one million events monthly and up to 20 websites; Business includes 10 million events monthly, unlimited websites and heatmaps. Cloud event usage includes pageviews and custom events, with excess events billed per event without stopping collection. The platform also provides API access and a read-only MCP server on specified plans or self-hosted versions.