Google Analytics 4 vs Umami

Two web analytics tools side by side. Prices are the starting plan a small business would pick, in USD.

Compare	Google Analytics 4Google	UmamiUmami Software
In one line	Free, standard, and more than most businesses will use	Free cookieless analytics for small sites, open source
Starting price	Free	Free
Six-person team	$0/mo	$0/mo
Plans	Free; Analytics 360 is a separate paid product	Hobby free (100K events/mo, 1 site); Pro $20/mo (1M events, 20 sites); Business $200/mo; self-hosting free
Pricing model	Free	Free tier
Free trial	—	14 days
Users	Unlimited	Varies by plan
Integrations	Google Ads, Search Console, Shopify, WordPress, everything	Any site with a script tag
Team size	Just me · 2–10 people · 11–50 people · 51–200 people	Just me · 2–10 people · 11–50 people
Available in	US · UK · CA · AU	US · UK · CA · AU
Phone support	None listed	None listed
Live chat	None listed	Business and up
Support hours	Not published	Not published
Incidents posted	Google has a public status page. Status page	We found no public status page for Umami Software.
Capterra score	See reviews on Capterra	Not listed
Fit: Retail shop	70	50
Fit: Restaurant or café	65	45
Fit: Service business	80	70
Fit: Agency or studio	90	72
Fit: Trades or contractor	70	45
Fit: Online store	90	60
Why people pick it	Free and universal Ads attribution	Free hosted plan Cookieless and open source
Where it falls short	Confusing reports Consent banners required in many regions	No ad or revenue reports 6-month history on free
	Visit Google Analytics 4 ↗	Visit Umami ↗

Six-person prices are what a team of six would pay on the published plans; "Not listed" means those plans don't cover six. How we calculate prices