Umami

Umami is open-source, cookieless web and product analytics for teams that want traffic, funnel and revenue data without a consent banner, hosted or self-hosted.

Umami measures how people find a website, what they do on it and whether they convert, without cookies or personal data. Umami Software, Inc. builds it as open-source code and runs the hosted version, Umami Cloud. It brings traffic analysis, behavior tracking and product analytics into one platform instead of three separate tools. Visitor data is anonymized by default, so most sites can drop the cookie banner entirely. Acquisition reports cover traffic sources, automatically collected UTM parameters, locations, devices and Realtime data, with Compare setting any range against an earlier one. Links creates trackable short links, and Pixels track emails, ads or any place where JavaScript cannot run. Behavior tools include the Journey report, Session replays, click and scroll Heatmaps, Segments, Cohorts and the Retention report. Funnels, Goals, Revenue and Attribution tie visits to the conversions and money they bring in. Boards, Sharing links and Email reports spread the numbers across a team, while an official MCP server lets AI assistants query them. Umami suits marketers who need to know which campaigns pay off and product teams who study funnels and returning users. Sites with GDPR, CCPA or PECR obligations get analytics that store nothing personally identifiable. Developers and companies with strict data rules can self-host the same open-source platform on their own servers and database. Everyone else signs up for Umami Cloud, which leaves upgrades, backups and performance tuning to the Umami team. Agencies reporting to clients can white-label the dashboards and share stats through a secure link. Installation means adding one tracking script to the site, directly or through a Google Tag Manager custom HTML tag, with community plugins for WordPress, Nuxt and Gatsby. Teams moving off Google Analytics, Plausible or Matomo import their earlier data first, so history carries over. Proxying the tracker through the site's own domain keeps ad blockers from hiding visitors. From there, a marketer reads campaign attribution while a product manager watches replays of the funnel step where signups stall.