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Comparison

Google Analytics vs Umami

Google Analytics and Umami both measure web traffic and user actions, but they start from different places. Google Analytics is free for most sites, tracks web and app data in one property, and connects to Google Ads and BigQuery.

Umami is open source and collects no cookies by default. It can be self-hosted or run as Umami Cloud, which has a $0 Hobby plan limited to 100K events and one website. Paid plans start at $20 per month.

Which one fits

Google Analytics is the better fit for marketers and product teams who want free, detailed conversion data, app tracking, or audience sharing with Google Ads. Umami is the better fit for teams that want cookie-free tracking, the option to self-host, and funnels, retention and journeys in one tool without a cookie banner.

What it is

Google Analytics
Free web and app analytics from Google, built around events
Umami
Cookie-free web and product analytics, self-hosted or cloud

Pricing

Google Analytics
Freemium. Google Analytics is free. Google Analytics 360, the enterprise version with higher limits and support, is sold through Google with prices on request.
Umami
Freemium. Umami Cloud has a Hobby plan at $0 per month (100K events, 1 website), Pro at $20 per month and Business at $200 per month, both with a 14-day free trial. Enterprise pricing is custom. The open-source version can be self-hosted.

Who it is for

Google Analytics
Website owners, marketers and product teams who want detailed traffic and conversion data at no cost, especially those already running Google Ads or other Google marketing tools. Teams that need cookieless tracking or full data ownership often look at privacy-focused alternatives instead.
Umami
Suited to product, growth and engineering teams, and to site owners who want traffic and product analytics in one tool without a cookie banner. Teams that want to run their own infrastructure can self-host. Session replay and heatmaps on Cloud require a Business plan or above.

Highlights

Google Analytics
Free for most sites and apps. Web and app data in one property through the Firebase SDK. Key events to track conversions and sign-ups. Funnel, path and segment explorations. Audience sharing with Google Ads. Raw event export to BigQuery.
Umami
No cookies and no personal data collected by default. Funnels, goals, journeys, retention, segments and cohorts. Session replay and heatmaps on Business and Enterprise Cloud plans. Official read-only MCP server for Claude, ChatGPT and Cursor. Self-host the open-source platform or use Umami Cloud. Custom events via a data attribute or umami.track().

Listed

Google Analytics
24 Oct 2026
Umami
22 Oct 2026
Visit Google Analytics Visit Umami

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