Umami vs Plausible

The main split is how each tool turns usage into a bill. Umami charges by events, publishes $0, $20 and $200 monthly plans, and bills extra events individually, while Plausible prices by monthly pageviews and the pages we read show tiers without amounts. Both let you run the code yourself, Umami under the MIT licence and Plausible under the AGPL with a reduced Community Edition. Umami is a Delaware company, Plausible an Estonian one that says it is bootstrapped. Choose by how your traffic grows and which features you need.

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Both are reviewed in full in our web analytics software ranking: Umami and Plausible.

1. 01

   Your own server or their cloud meter

   Umami's docs describe its analytics as something you use on Umami Cloud or self-hosted, and the repository carries the MIT licence, so running it yourself costs no subscription. Plausible has the same split, with a free Community Edition under the AGPL licence beside its paid managed cloud. Plausible adds that this edition is a long-term release published twice per year. For Umami's self-hosted code, no release rhythm is stated in what we read, so Plausible is clearer on what you get there.

   Edge: Plausible

2. 02

   Hobby, Pro and Business by events

   Umami prints every amount. Hobby is $0 for 100K events and one website, Pro is $20 a month for 1M events and up to 20 websites, and Business is $200 a month for 10M events. Extra events cost $0.00003 each on Pro and $0.00002 on Business, so an extra million is $30 on Pro. Paid plans have a 14-day trial, billed monthly. Plausible's page names Starter, Growth, Business and Enterprise, but no amounts appear in our reading, so Umami is easier to budget.

   Edge: Umami

3. 03

   Pageview tiers and a month-by-month climb

   Plausible scales its plans by monthly pageviews, so growth in traffic moves you between tiers, and yearly billing gives two months free. Its 30-day trial asks for no credit card. Umami instead counts events, which include custom events and saved event properties, and bills past the allowance per event. Neither vendor makes growth free. Plausible's trial is longer and card-free, while Umami's shows a 14-day length and cancellation any time. For a site with steady traffic, the tier model is simpler to predict.

   Edge: Plausible

4. 04

   Which plan unlocks which feature

   On Umami, session replays, heatmaps and white-labelling start at Business, ten times the Pro price, and SSO (SAML), an uptime SLA and invoice billing are Enterprise only. Plausible gates differently: funnels, user journeys, ecommerce revenue attribution and the Stats API start at Business, Starter covers one site and Growth up to three sites and three team members. Plausible's tiers mention no replays or heatmaps anywhere in our reading. Umami offers more kinds of insight, but only at the top price.

   Edge: Umami

5. 05

   Estonian imprint against a Delaware entity

   Umami Software, Inc. is registered in Delaware, United States, according to its terms. Plausible Insights OÜ has an imprint in Tartu, Estonia, and its home page calls the team independent, self-funded, bootstrapped and profitable, ten people running since 2018, with 21k paying subscribers. It adds that the product is built in the EU and runs there on European-owned infrastructure, with no cookie banner required. Where Umami Cloud stores data is not stated in our reading, so Plausible answers the residency question.

   Edge: Plausible

6. 06

   Script weight, retention and getting data out

   Neither vendor's page we read gives a script size for either tool, so we make no claim there. Retention is stated: Umami keeps data six months on Hobby, two years on Pro and five on Business, while Plausible lists three years on Starter and five on Business. Umami says Cloud data can be exported through the API or dashboard, and Starter on Plausible includes a Google Analytics import. Since both publish code, leaving either is plausible, and the retention periods are close to even.

   Depends on the buyer

Can I move from one to the other later?

Plausible says its Starter plan includes a Google Analytics import, and Umami says Cloud data can be exported through the API or dashboard. We saw no direct importer described between these two tools. Plan for a fresh start on history unless you export first.

Does the licence matter if I only use the cloud?

Mostly not, because the cloud services are billed separately from the code. It matters if you might self-host: Umami's repository is MIT licensed, and Plausible's Community Edition is AGPL licensed. That Plausible edition lacks funnels, user journeys, revenue goals, SSO and the sites API.

What happens when my traffic outgrows the plan?

On Umami, events beyond the allowance are billed at $0.00003 each on Pro and $0.00002 on Business. On Plausible, you move to a higher pageview tier, and no amounts appeared in our reading. Check your expected monthly volume against each meter before you pick.

• Umami pricing: plan prices, event allowances, per-event overage rates, trial and Enterprise-only SSO.
• Umami terms: registration of Umami Software, Inc. in Delaware.
• Umami licence file: the MIT licence on the repository.
• Umami docs: use on Cloud or self-hosted.
• Plausible home page: tier names, limits, trial, yearly discount, team size and EU hosting claims.
• Plausible imprint: the Tartu, Estonia company address.
• Plausible self-hosted analytics page: the AGPL-licensed Community Edition, what it omits, and its twice-yearly release schedule.