Web Analytics · Comparison
Fathom Analytics vs. Umami
Fathom Analytics and Umami compared across Company facts, Pricing, Analytics capabilities, Privacy & compliance, Data ownership & deployment and Platform & integrations — every fact sourced and re-verified from each vendor's public material.
Fathom Analytics
Privacy-first, cookieless web analytics with a simple dashboard and forever data retention.
Umami
Open-source, privacy-focused web analytics available self-hosted or as a managed cloud service.
Company facts
Headquarters
Victoria, Canada Fully remote-first company; Victoria, BC is the legal incorporation location.
San Francisco, CA Umami Software, Inc. is incorporated and headquartered in San Francisco, California.
Employees
5 LinkedIn shows 2–10 employees; 3 listed profiles. Midpoint of visible data ~5.
6 Small team; PitchBook reports 6 employees; LinkedIn shows 2-10 range.
Pricing
Starting Monthly Price (USD)
$15 Entry plan: $15/month for up to 100k pageviews.
$20 Umami Cloud Pro plan at $20/month (1M events, 2-year retention). Entry paid tier.
Offers Free Tier
7-day free trial available; no perpetual free plan.
Free Hobby cloud plan (100k events/mo, 1 site, 6-month retention) plus free MIT open-source self-hosted edition.
Free Trial Length (Days)
7 days 7-day free trial on all paid plans.
14 days 14-day free trial on paid plans (Pro and above).
Entry Plan Pageview Limit (Monthly)
100k Entry plan ($15/mo) includes up to 100k pageviews/month.
1M Pro plan includes 1 million events/month. Umami meters all pageviews and custom events as 'events'.
Entry Plan Website Limit
50 sites Up to 50 sites included on all plans; additional sites purchasable.
20 sites Up to 20 websites on the Pro plan ($20/mo), the entry paid Umami Cloud tier.
Analytics capabilities
Real-Time Dashboard
Dashboard updates in real time; also provides a current-visitors API endpoint.
Real-time view shows new visits and events the moment they happen, with no batch-processing delay.
Custom Event Tracking
Custom events tracked via fathom.trackEvent() JS call or data attributes.
Custom events tracked via umami.track() JS call or data-umami-event HTML attributes.
Goal / Conversion Tracking
Goals are built on custom events with conversion-rate reporting.
Goals feature tracks pageviews or events and reports conversion rate against total visitors in a date range.
Funnels
Multi-step funnel analysis is not a feature; no documentation or marketing page references it.
Multi-step funnel analysis shows per-step user counts and step-to-step drop-off; supports URL, event, and wildcard steps.
Ecommerce / Revenue Tracking
Revenue values (in cents) can be attached to custom events; Shopify integration supported.
Revenue tracking attaches monetary values (amount + currency) to events and reports ROI by page/source.
Heatmaps
Heatmaps are not part of the product.
Click and scroll heatmaps available since v3.1.0; must be enabled per-site in settings.
Privacy & compliance
Cookieless Tracking
Zero cookies used by design; visitor identification via daily-salted SHA256 hashing.
Umami does not use any cookies in the tracking code by design.
Consent Banner Required
Vendor explicitly states no cookie consent banner is needed when using Fathom.
Umami states no cookie consent banner is required because no cookies or personal data are collected.
GDPR Compliant
Vendor explicitly claims GDPR compliance; conducted formal GDPR review with EU consultants.
Vendor explicitly claims GDPR and CCPA compliance via cookieless, no-PII architecture.
EU Data Residency
EU Isolation strips visitor IPs inside the EU, but the anonymized analytics data is stored on Fathom's main US servers.
Umami Cloud offers EU server option; Cloud FAQ states servers are in both US and EU.
Data ownership & deployment
Open Source
Fathom is a closed-source, proprietary cloud SaaS product.
Umami is fully open source under the MIT license with source on GitHub (37k+ stars).
License
proprietary Current flagship product is closed-source; an archived MIT-licensed v1 exists but is not the offered product.
MIT Umami is released under the MIT license.
Self-Hostable
Cloud-only SaaS; no self-hosting option documented or advertised.
Official self-hosting supported via Docker or Node.js with PostgreSQL; extensive documentation provided.
Data Retention (Months)
—
24 mo Pro plan ($20/mo) retains data for 2 years (24 months).
Unlimited Data Retention
Vendor advertises 'forever' data retention on all plans.
Pro plan retains data for 2 years; self-hosted deployments have unlimited retention controlled by the operator.
Google Analytics Import
GA4 data import supported; Universal Analytics not supported (Google deleted UA data July 2024).
No official Google Analytics import tool exists; community workarounds only.
Raw Data Export
Export is aggregated CSVs (dashboard reports); no raw visit/event-level data export available.
Cloud export to CSV (gzip) via UI; full API for JSON data retrieval; self-hosted users own the Postgres DB directly.
Platform & integrations
Has API
Public Stats API for aggregated reporting plus account/site/event management endpoints.
Full documented REST API for retrieving analytics data; available on both cloud and self-hosted.
Tracking Script Size (KB)
2 KB Measured compressed transfer size.
2.3 KB Measured compressed transfer size.
Official WordPress Plugin
Official vendor-published WordPress plugin available at wordpress.org/plugins/fathom-analytics/.
No official Umami-published WordPress plugin; only third-party community plugins exist.
Email Reports
Weekly or monthly scheduled email reports available.
Scheduled email reports (top pages + referrers summary) available on Pro and higher cloud plans.
Public Dashboard Sharing
Dashboards can be shared publicly or via password-protected link.
Share URL generates a public, password-free read-only link to selected dashboard sections.
The verdict
Fathom Analytics Best for a managed cloud tool with GA4 import
Fathom is the simpler hosted pick: $15/mo entry vs Umami's $20, an official WordPress plugin, GA4 import, and forever data retention (Umami's Pro caps at 24 months). Trade-offs: closed-source and cloud-only, no funnels, no heatmaps, and exports are aggregated CSVs only, not raw data.
Full profile Umami Best for self-hosting, free use, and deeper analysis
Umami is MIT open-source and self-hostable, with a free Hobby tier Fathom lacks. It adds funnels, heatmaps, raw data export, and EU data residency, and meters 1M events vs Fathom's 100k pageviews. Gaps: $20/mo entry, only 24-month cloud retention, no GA import, and no official WordPress plugin.
Full profileSources · 36 verified references
usefathom.com linkedin.com umami.is docs.umami.is github.com cdn.usefathom.com + 2 more
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