Google Analytics vs Umami
Google Analytics and Umami are both analytics tools. Google Analytics is aimed at small businesses and enterprise, while Umami is aimed at developers and freelancers. Both have a free plan.
Google's free web and app analytics
Simple, self-hosted website analytics
| Pricing | Free | Open source · $20 |
| Starting price | Not published | $20/mo |
| Free plan | Yes | Yes |
| Free trial | — | 14 days |
| Built for | Small businesses, Enterprise, Agencies | Developers, Freelancers |
| Platforms | web | web |
| Country | US · 2005 | US · 2020 |
| Rating | — | — |
Choose Google Analytics if
Businesses running paid acquisition on Google or needing warehouse-level event data for free.
- Free with enormous capability
- Unmatched integration with Google Ads and Search Console
- BigQuery export enables custom analysis
Look elsewhere if: Small content or SaaS sites wanting simple, compliant traffic numbers.
Choose Umami if
Developers, indie makers and small teams who want free, private analytics they control.
- Free self-hosted and free cloud tier
- Very easy to deploy
- Privacy-first with no banner needed
Look elsewhere if: Marketers needing Search Console integration, attribution or deep segmentation.
Google Analytics vs Umami pricing
Google Analytics
- Google Analytics 4$0Standard property with data limits
- Google Analytics 360CustomEnterprise tier sold via Google sales; no public price
Umami
- Self-hosted$0MIT licence, on your own database
- Hobby$0100K events/mo, 1 website, 6 months retention
- Pro$20/mo1M events, up to 20 websites, 10 members, 2-yr retention
- Business$200/mo10M events, unlimited sites, replays, heatmaps
- EnterpriseCustomSSO, uptime SLA, custom retention
Google Analytics · Key features
- Event-based model across web and apps
- Explorations: funnels, paths, segment overlap, cohorts
- Google Ads integration and data-driven attribution
- Free BigQuery export of raw events
- Predictive audiences and anomaly detection
- Consent Mode and server-side tagging via Tag Manager
Cons
- Complex interface and steep learning curve
- Sampling and thresholds obscure data
- Consent requirements shrink EU data
Umami · Key features
- Cookie-free tracking with a tiny script
- Realtime, pages, referrers, devices, locations
- Custom events, goals, funnels, retention and journeys
- Team sharing, public dashboards and share links
- Self-host on Postgres/MySQL; one-click deploys
- REST API and Cloud with free tier
Cons
- Fewer integrations than Plausible (no Search Console)
- Reports are newer and less mature
- Self-hosting needs a database
Google Analytics vs Umami: FAQ
Do Google Analytics and Umami have a free plan?
Yes, both Google Analytics and Umami have a free plan; paid plans add more usage and features.
Which is better for small businesses, Google Analytics or Umami?
Google Analytics lists small businesses as a core audience, while Umami is aimed more at developers and freelancers.