Open-source web and product analytics
The complete picture of your website
Understand acquisition, behavior, conversion, and retention in one privacy-first platform. No cookies, no surveillance, set up in minutes.
Trusted by thousands of companies
Web and product analytics in one platform.
Most teams stitch together a traffic tool, a heatmap tool, and a product analytics tool, then try to reconcile the numbers. Umami brings acquisition, behavior, conversion, retention, and revenue into one place — without collecting any personal data.
Know which marketing actually brings people in.
Follow what visitors do once they land.
Find the steps that lose people, and see who comes back.
Know what your traffic is actually worth.
Where your traffic actually comes from
Channels, referrers, and campaigns attributed end to end, so you know what's working before you spend more on it.
All your key metrics on one dashboard
Your key metrics — pageviews, visitors, bounce rate, and average visit time — all on one dashboard. Pick any date range, filter by country or device, and get an answer in seconds.
Locations, devices, and referrers at a glance
See exactly where your audience is located, what devices and browsers they use, and which sites are sending you traffic. Understand your audience without collecting any personal data.
Measure whether your campaigns are working
Compare any two time periods side by side to spot trends instantly. Track UTM parameters automatically, see which channels drive the most conversions with attribution, and measure whether your latest marketing push is actually moving the needle.
What people do once they arrive
Events, user journeys, heatmaps, and session replay show how visitors move through your site — and exactly where they get stuck.
Track the actions that matter
Go beyond pageviews. Track button clicks, form submissions, signups, downloads — any action that matters to your business. Define the events you care about, then watch session replays to see exactly what happened.
Follow the paths people actually take
The Journey report shows the most common sequences of pages and events, so you can see where visitors go after a key page and which routes lead to a conversion.
Where you lose people, and who comes back
Funnels and goals show how far visitors get toward the outcomes you care about. Retention shows whether they return afterward.
See where visitors drop off, and why
Build a funnel from any sequence of pages and events and see how many people make it through each step. Trace the exact path visitors take, then watch session replays to see what happened — where they got confused, what they clicked, and why they left.
Measure whether people return
The Retention report groups visitors by the day they first arrived and shows the percentage that came back on later days. Save cohorts of visitors who viewed a page or triggered an event, then apply them as filters across your reports.
What your traffic is actually worth
Revenue tracking connects every visit, channel, and campaign to the money it brought in.
Connect your traffic to actual revenue
Tie events to dollar amounts and track revenue directly inside Umami. See which pages, campaigns, and user segments are driving the most value for your business.
Query your analytics from your AI assistant
Umami's official MCP server connects Claude, ChatGPT, Cursor, and other MCP clients to your analytics. Its read-only tools cover traffic, events, sessions, funnels, goals, journeys, retention, attribution, revenue, and Core Web Vitals, and respect your existing website and team permissions.
Available on Umami Cloud Pro plans and above, and on self-hosted Umami v3.4 or later.
- “How many visitors did my website get last week, and how does that compare with the week before?”
- “Run my checkout funnel for last month. Where did the largest drop-off happen?”
- “What are the most common paths visitors take after the pricing page?”
- “Which pages have the worst LCP on mobile?”
Privacy by default. No cookies, no personal data.
You get the complete picture with privacy-preserving analytics by default — no cookies, no automatic collection of personal data, and no data sold to advertisers.
Umami works without cookies and never collects personal data, so most sites can drop the cookie banner entirely.
Nothing personally identifiable is stored, which supports your GDPR, CCPA, and PECR obligations from day one.
Self-host the open-source platform on your own infrastructure, or use Umami Cloud. Either way, your data is never sold or shared.
Built in the open
Umami's code is open for anyone to verify. No black box, no vendor lock-in.