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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 E-Commerce Marketing Lead

Weighted verdict

Runs marketing for a Shopware shop selling outdoor gear in Germany and Austria, with a monthly ad budget split between Google, Meta and two price comparison sites. Since the consent banner went live, a third of the orders no longer show a source. Wants revenue per campaign that matches the shop backend, a checkout funnel that shows where carts are left, conversions sent back to the ad platforms, and numbers that hold without a click on "accept".

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

Scored by The E-Commerce Marketing Lead

Panel median The E-Commerce Marketing Lead 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 E-Commerce Marketing Lead
Traffic, sources & campaign reports 3 of 5 3 of 5
Goals, events, funnels & e-commerce 3 of 5 3 of 5
Consent-free operation & data minimisation 3 of 5 2.5 of 5
Data access, export & self-hosting 3.5 of 5 3.5 of 5
Installation, integrations & performance 2 of 5 2 of 5
European sovereignty 3.5 of 5 3.5 of 5
Pricing transparency 3.5 of 5 3.5 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 E-Commerce Marketing Lead

The dashboard shows pageviews, visitors, bounce rate and average visit time with filters by country and device, breakdowns by referrer, path, country, device and UTM source, realtime events, email reports, custom dashboards, a period-over-period compare view, and saved segments and cohorts that apply to other reports. That covers my daily campaign check; I found no public information on roll-up reporting across sites, annotations, or a configurable channel grouping. 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 E-Commerce Marketing Lead

Goals, custom events with properties, funnels reporting conversion rate and drop-off at each step, cohorts and retention, journey reports and revenue tied to event amounts are all documented, with attribution and revenue among the listed reports. What decides it for me: I found no public information on full e-commerce tracking of products, carts and orders with plugins for named shop systems, nor on conversions being sent back to Google Ads or Meta server to server — the two things my campaign reporting lives on. 1 2 4

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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 E-Commerce Marketing Lead

The API is documented as covering any operation the application offers, with endpoints for both the cloud and a self-hosted instance, the open-source platform can be run on my own infrastructure with complete control over where data is stored, and the DPA promises deletion or return of personal data on termination. I found no public information on CSV export of reports, an import of historical data, or raw export to a named warehouse or BI tool. 1 3 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 E-Commerce Marketing Lead

Setup is described as minutes, events work via data attributes and script calls, team members are included per plan, SAML single sign-on and an uptime SLA sit under Enterprise, and self-hosting is documented. I found no public information on plugins or setup guides for named CMS and shop systems, the script's size, single-page apps, mobile SDKs, or a public status page with uptime history — for my Shopware shop the integration path stays unclear. 1 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 E-Commerce Marketing Lead

Umami Software, Inc. is a US contracting entity under Delaware law and the published subprocessor list runs mostly through US providers, though Hetzner appears as EU infrastructure, geographic data-region selection is offered, and the DPA relies on EU Standard Contractual Clauses and the UK Addendum, with ISO 27001 and SOC 2 explicitly stated as not certified. The documented open-source self-hosted edition, which the DPA excludes from its processing scope and which gives complete control over where it runs and where data is stored, would let me keep the whole visitor chain on my own European servers. 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 E-Commerce Marketing Lead

Every cloud tier is public with its scaling rule: Hobby at $0 / month up to 100K events, Pro at $20 / month with 1 million events included and $0.00003 per additional event, Business at $200 / month with 10 million events included and $0.00002 per additional event, replays at $0.005 per replay, plus websites, team members and retention per tier. What I could not compute from the pages: the self-hosted edition's cost or licence terms, the minimum term, VAT treatment, and Enterprise is listed as "Custom — Contact us". 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 →