Umami vs Google Analytics: open-source simplicity or Google's depth
Umami is open-source, cookie-free analytics you can self-host or use on Umami Cloud, which has a free plan. Google Analytics is Google's free analytics with explorations, BigQuery export and Google Ads integration. Here's how they compare, as of Oct 2026.
Both sides checked against official pages Last checked Oct 2026
Who each one suits best
Both are solid choices for different needs. Here's where each one wins, as of Oct 2026.
- You want open source (MIT) you can self-host
- You want analytics without cookies
- You want a simple dashboard with funnel, journey and attribution reports
- You want session replays and heatmaps (Business cloud plan)
- You want free hosted analytics with nothing to run
- You run Google Ads and want the native integration
- You need explorations like cohorts and segment overlap
- You need raw event export to BigQuery
Umami vs Google Analytics, feature by feature
What each tool does today, checked against each company's own pages as of Oct 2026.
Umami and Google Analytics details last checked on October 7, 2026 against the official pages below. Features and prices change; check their sites for the latest. Umami and Google Analytics are trademarks of their respective owners. This page is published by Trakily, which isn't affiliated with or endorsed by either company.
- [1] Umami pricing
- [2] Umami docs
- [3] Revenue report
- [4] Journey report
- [5] Funnel report
- [6] API overview
- [7] Umami on GitHub
- [8] Google Analytics overview
- [9] Measure ecommerce (GA4)
- [10] About Explorations
- [11] Realtime report
- [12] Cookie usage on websites
- [13] Consent mode
- [14] Data retention
- [15] BigQuery Export
What each one costs
Prices as published on each company's site, Oct 2026.
Umami is free to self-host, and the Hobby cloud plan is free for one site. Paid cloud plans add sites, events and retention.
Standard Google Analytics costs nothing. Analytics 360 is an enterprise edition sold through Google.
Questions that settle it
Answer these and the right pick between Umami and Google Analytics is usually clear.
Do you want to self-host?
Umami is MIT-licensed and runs on Node.js with PostgreSQL. Google Analytics is hosted by Google only.
How do you feel about cookies?
Umami doesn't use cookies. Google Analytics does, with consent mode for visitors who decline.
How deep do your reports go?
Google Analytics has explorations, cohorts and BigQuery export. Umami keeps things on a simpler dashboard with funnels, journeys and attribution reports.
Do you run Google Ads?
Google Analytics links natively with Google's ad products, which matters if paid search is a big channel for you.
Umami vs Google Analytics, answered
Common questions, answered from each company's own pages.
For simple, cookie-free analytics you can host yourself, Umami is the better fit. For free, in-depth analysis with Google Ads integration and BigQuery export, Google Analytics is.
See which channels actually pay you
Trakily is web analytics built around money. It works differently from both Umami and Google Analytics:
- Revenue straight from your payment providerPaste an API key from Stripe, Polar, Lemon Squeezy, Paddle, Dodo Payments or Razorpay. Payments, refunds and renewals are matched to the visit that brought the buyer, with no purchase events to write.
- Visitors and revenue on one chartChannels, pages and campaigns ranked by the money they bring, from day one. No event plan, explorations or SQL first.
- Mentions next to your trafficPosts about you on X, Reddit, Hacker News and Bluesky sit beside the visits they send.