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Umami

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Panel rating · 6 judges · How to read the stars

Category median

Sovereignty: not determined

0–5 in half steps. 5 means the rubric's top anchor is met on the evidence.

by Umami Software, Inc. · umami.is

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Umami: AI-assisted analysis on whats-best.ai Umami: AI-assisted analysis on whats-best.ai (dark)

Add ?theme=dark to the image address for dark backgrounds. The badge shows the category and the month of the latest evaluation, and EU-Made where that is the product’s provenance. It never shows a score.

Umami at a glance

Vendor
Umami Software, Inc.
Headquarters
Not stated on the vendor’s pages as of 1 Nov 2026
Data hosting
Not stated on the vendor’s pages as of 1 Nov 2026
Free plan
Not stated on the vendor’s pages as of 1 Nov 2026
Panel verdict
The AI panel rates Umami 2.5/5, the mean of 6 judges. Umami is an open-source web analytics platform, self-hosted or as Umami Cloud, from Umami Software, Inc., a US corporation under Delaware law. how scores are made
As of
Vendor pages captured 29 Oct 2026 to 1 Nov 2026; evaluated by the panel 30 Oct 2026. all sources

Umami alternatives, European ones first →

Read this page as one judge. Each weighs the same scores by what they care about.

The Data Protection Officer

Weighted verdict

External data protection officer for eleven mid-sized companies, three of which still ran Universal Analytics when the Austrian authority ruled on it. Reads the data policy before the feature page: which fields are stored, how a visitor is counted without a cookie, whether the IP address is cut before it is written, who the subprocessors are and where. Signs off a site without a banner only when the vendor states its reading of §25 TDDDG in writing.

Same scores as the panel view — this lens weights them the way this judge cares.

Scored by The Data Protection Officer

Panel median The Data Protection Officer This judge’s scores over the panel median. Each label opens its reasoning below.
Scores per criterion, in stars out of 5
Criterion Panel median The Data Protection Officer
Traffic, sources & campaign reports 3 of 5 0 of 5
Goals, events, funnels & e-commerce 3 of 5 0 of 5
Consent-free operation & data minimisation 3 of 5 0 of 5
Data access, export & self-hosting 3.5 of 5 0 of 5
Installation, integrations & performance 2 of 5 0 of 5
European sovereignty 3.5 of 5 0 of 5
Pricing transparency 3.5 of 5 0 of 5

Traffic, sources & campaign reports

How this is scored

What the standard reports show: page views, visits and visitors, entry and exit pages, referrers, search engines and social networks as sources, campaigns tagged with UTM parameters, countries, devices and browsers, a real-time view, date comparisons, segments and filters, custom dashboards, scheduled email reports, shared or public dashboards, and whether reports are sampled or complete.

0 — Not a web analytics product; website traffic cannot be measured with it.

3 — Page views and visitors over time with top pages and referrers; campaign parameters, segments and report sharing are basic or not described.

5 — A dashboard with pages, referrers, UTM campaigns, countries and devices, a real-time view, date comparison, filters across all reports, email reports, and dashboards shared with clients or colleagues.

8 — Custom segments and saved views, custom dashboards and report builders, channel grouping that can be configured, Search Console or ad platform data shown beside the traffic, unsampled reports stated, several sites and roll-up reporting in one account, and annotations.

10 — Reporting that a whole organisation runs on: custom dimensions and calculated metrics, anomaly alerts, multi-site and multi-brand roll-ups with roles per site, report accuracy and how visitors are counted explained in a published methodology, and every report reproducible from the raw data.

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The Data Protection Officer

Pages, referrers, countries, devices and UTM-tagged campaigns appear as breakdowns on a dashboard of pageviews, visitors, bounce rate and average visit time, with a realtime view, email reports, custom dashboards, and a Compare insight overlaying two periods. Segments and cohorts can be saved and applied to other reports. We found no public information on configurable channel grouping, roll-up reporting across several sites, or whether reports are sampled. 1 2 4 9

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Goals, events, funnels & e-commerce

How this is scored

How the product measures what visitors do: goals for pages and events, custom events with properties, outbound links, downloads, form submissions and scroll depth tracked without code, funnels with drop-off, e-commerce tracking of orders, revenue and products, attribution of conversions to channels and campaigns, cohorts and retention, and conversion data passed back to ad platforms.

0 — Counts page views only; no goals, events or conversions can be defined.

3 — Goals for a page or a custom event; funnels, revenue and attribution are basic or not described.

5 — Goals and custom events with properties, outbound links and file downloads tracked, funnels with drop-off per step, revenue attached to goals or orders, and conversions broken down by source and campaign.

8 — Full e-commerce tracking (products, cart, checkout, orders, revenue) with plugins for named shop systems, several attribution models compared, cohorts and retention, user journeys or paths, forms and scroll depth tracked without code, and conversions sent back to Google Ads, Meta or other ad platforms server to server.

10 — Conversion analysis to the level of a product analytics suite: multi-touch attribution explained, funnels and cohorts on any event or property, revenue reconciled with the shop system, predictive or anomaly metrics with their method stated, and every conversion traceable to the raw event.

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The Data Protection Officer

Goals on a page or event, custom events with properties, funnels with conversion rate and drop-off per step inside a set time window, revenue tied to events, journeys of three to seven steps, cohorts, retention and attribution are all documented. We found no public information on full e-commerce tracking with plugins for named shop systems, side-by-side attribution models, or conversion data passed back to ad platforms. 1 2 4 9

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Data access, export & self-hosting

How this is scored

Whether the data stays the customer's and can leave with them: a reporting API and a raw event export, CSV export of every report, a scheduled export or sync to a data warehouse or BI tool (BigQuery, Snowflake, Looker Studio), no data sampling or limits on history, import of historical data from Google Analytics or another tool, open-source code, and a self-hosted or on-premise edition the customer runs on its own servers.

0 — No export of any kind; the data can only be viewed in the vendor's dashboard.

3 — A CSV export of reports; an API, raw data and history limits are basic or not described.

5 — A documented reporting API, CSV export of all reports, the retention period for raw data stated, and an import of historical data from Google Analytics or a stated migration path.

8 — Raw event data exportable or streamed to a named warehouse or BI tool, an API covering both reporting and data collection, no sampling stated, a self-hosted or on-premise edition with its own documentation, and the data returned or deleted on termination under stated terms.

10 — The customer owns the data end to end: open-source code under a named licence that runs fully self-hosted with feature parity stated, a complete raw export in an open format that another tool can import, and the deletion of every copy on termination documented.

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The Data Protection Officer

A documented API covers every operation the application offers, on the cloud and on self-hosted instances alike, and the open-source edition runs self-hosted with stated control over where data is stored; the published data processing agreement commits to deleting or returning data on termination, and retention periods are stated per plan. We found no public information on CSV export of reports, a raw event export to a named warehouse or BI tool, or import of historical data from Google Analytics. 1 3 4 6 8

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Installation, integrations & performance

How this is scored

What it takes to install and run: the size and loading of the tracking script, plugins and documented set-ups for named CMS and shop systems (WordPress, TYPO3, Shopify, Shopware, WooCommerce), single-page apps and mobile SDKs, a tag manager or Google Tag Manager template, server-side tracking and first-party proxying to avoid ad blockers, team roles and permissions, client and agency accounts, single sign-on, and an uptime or status page.

0 — No documented way to install the product on a website or app.

3 — A tracking snippet to paste into the site; plugins, SDKs, server-side options and roles are basic or not described.

5 — A documented snippet with its size stated, plugins or guides for several named CMS and shop systems, support for single-page apps, team members with roles, and an agency or multi-site account.

8 — A lightweight script or server-side collection documented, a first-party proxy or own tracking domain, SDKs for iOS, Android and named frameworks, a tag manager integration, granular roles per site, single sign-on (SAML), and a public status page with uptime history.

10 — Installation that scales across an organisation: server-side and client-side tracking with an equal feature set, an infrastructure-as-code or API-driven site set-up, white-label for agencies, SLA and support terms published, and the performance impact of the script measured and stated.

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The Data Protection Officer

Installation is a tracking snippet set up in minutes, with custom events added through a data attribute and separate recorder scripts for heatmaps and session replay; plans scale websites and team members, Business adds white-labeling, and Enterprise carries SAML single sign-on, an uptime SLA and onboarding support. We found no public information on plugins or guides for named CMS and shop systems, single-page app support, script size, mobile SDKs, or a public status page. 2 4 9

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European sovereignty

How this is scored

Who the contracting entity and the parent company are, where visitor data is collected, stored and processed, and who the subprocessors are (script CDN, collection endpoint, hosting, email reports, support and payment tools). Independently sourced by the sovereignty pipeline; visitor data is personal data under European rulings, so the whole chain counts, not only the database. A self-hosted or open-source edition the customer runs on its own European servers counts as the customer's chain, whatever the vendor's seat.

0 — Non-EU vendor and contracting entity, hosting unstated, subprocessors unnamed, and no data processing agreement offered.

3 — A privacy policy and a data processing agreement exist, but hosting location is unstated or non-EU and the subprocessors are not listed.

5 — EU hosting available and an EU contracting entity or EU representative, but parts of the chain (CDN, collection endpoint, email, support, payment) run through non-EU providers without a stated safeguard, or EU processing relies on a proxy in front of a non-EU service.

8 — EU hosting on named infrastructure, EU contracting entity, subprocessors listed with their locations, a data processing agreement published, and security certifications (ISO 27001, SOC 2) stated — or a self-hosted edition documented that keeps every visitor record on the customer's own servers.

10 — Sovereign end to end and evidenced: European ownership, entity, hosting and every subprocessor, or a self-hosted open-source edition with no call home, data export and deletion documented, and certifications published with their scope rather than implied.

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The Data Protection Officer

The contracting entity is a US corporation under Delaware law; it publishes a data processing agreement with EU standard clauses and a subprocessor list naming each provider and its country, but the cloud chain runs overwhelmingly through the USA — hosting (AWS, Vercel), CDN (Cloudflare), database (ClickHouse), logging (Axiom), email (Resend, Google), support (Discord, Salesforce), payments (Stripe) and generative AI (OpenAI, Anthropic) — with Hetzner the only EU provider named. Geographic data-region selection exists for cloud accounts and the self-hosted edition keeps data on the customer's own infrastructure, but the selectable regions are not enumerated and neither ISO 27001 nor SOC 2 certification is held. 1 6 7 8

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Pricing transparency

How this is scored

Whether a buyer can compute the real annual cost from public pages alone: price per tier by monthly page views or events, what happens when traffic exceeds the tier, the number of sites and users included, which features (e-commerce, funnels, raw export, API, SSO, longer retention) cost extra, the free tier and its limits, the self-hosted edition and its support, minimum term and setup.

0 — No public prices at all; every customer is a sales call.

3 — A starting price or a free tier exists, but how cost scales with traffic, sites or features is unclear.

5 — Tiers are public with their price per traffic band and main inclusions, but at least one commonly needed piece (overage, extra sites, raw export, SSO, longer retention) is unpriced or "on request".

8 — Every tier priced publicly with its scaling rule (page views, events, sites, users), overage handling stated, add-ons priced, the self-hosted edition's cost or licence stated, minimum term and VAT treatment stated.

10 — Complete price computability: annual cost derivable for a given traffic volume, site count and feature set, with every add-on, setup, support and overage fee and the cancellation and data-return terms published.

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The Data Protection Officer

Every self-serve tier is public with its traffic rule: a free tier at up to 100,000 events a month for one website, Pro at $20 per month with one million events included and $0.00003 per additional event, Business at $200 per month with ten million included and $0.00002 per additional event, and extra replays at $0.005 per replay. Enterprise is priced "Custom, Contact us" for single sign-on and the uptime SLA, and we found no public information on minimum term, VAT treatment, or paid support for the self-hosted edition. 4

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European sovereignty — proven facts

0 of 6 dimensions proven

Built only from facts shown on the vendor's own pages. A dimension we could not prove is left open, not scored as zero.

Hosting location Not determined ⚠ unverified — uncited Report an error
Hosting options Not determined ⚠ unverified — uncited Report an error
Open source Not determined ⚠ unverified — uncited Report an error
Data processing agreement Not determined ⚠ unverified — uncited Report an error
Transfer impact assessment Not determined — uncited Report an error

Questions about Umami

Is Umami European?

No. whats-best.ai classifies Umami as Rest of world.

Where does Umami store data?

Not stated on the vendor’s pages as of 1 Nov 2026.

Does Umami have a free plan?

Not stated on the vendor’s pages as of 1 Nov 2026.

What are the best alternatives to Umami?

As of 4 Nov 2026, the panel rates Matomo (4/5), Piwik PRO Analytics Suite (3.5/5) and Pirsch Analytics (3.5/5) highest among the other 17 Web Analytics products evaluated. Ratings that look equal are rounded to half stars; the order uses the unrounded rating, then the name. The highest-rated European alternative is Piwik PRO Analytics Suite (EU-Made). Ratings are the AI panel’s opinion, formed from public evidence: how scores are made. The full list, with European products first: Umami alternatives.

Where this could be wrong

What we left out

A claim that does not survive our checks costs us the claim, not the page. This is what was taken off this one.

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Sources (11)

The pages every claim on this page was read from — each one checked, dated, and kept verifiable.

  1. 1 Vendor homepage umami.is Checked 29 Oct 2026 Details →
  2. 2 Features page (events, funnels, retention) umami.is Checked 29 Oct 2026 Details →
  3. 3 API documentation docs.umami.is Checked 29 Oct 2026 Details →
  4. 4 Pricing page umami.is Checked 29 Oct 2026 Details →
  5. 5 Privacy policy umami.is Checked 29 Oct 2026 Details →
  6. 6 Data processing agreement (dpa) umami.is Checked 29 Oct 2026 Details →
  7. 7 Subprocessor list umami.is Checked 29 Oct 2026 Details →
  8. 8 Security / trust page umami.is Checked 29 Oct 2026 Details →
  9. 9 Traffic, sources & campaign reports — found from sitemap umami.is Checked 29 Oct 2026 Details →
  10. 10 Terms of service — found from the homepage umami.is Checked 1 Nov 2026 Details →
  11. 11 Code repository (open-source licence) — found from the homepage github.com Checked 1 Nov 2026 Details →