Web Analytics · Comparison
Matomo vs. Umami
Matomo 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.
Matomo
Open-source, privacy-first web analytics platform available self-hosted or in the cloud.
Umami
Open-source, privacy-focused web analytics available self-hosted or as a managed cloud service.
Company facts
Headquarters
Wellington, New Zealand InnoCraft Ltd (Matomo's maker) is headquartered in Wellington, New Zealand. Team is distributed globally.
San Francisco, CA Umami Software, Inc. is incorporated and headquartered in San Francisco, California.
Employees
52 Approximately 52 employees as of late 2025, distributed across 5 continents.
6 Small team; PitchBook reports 6 employees; LinkedIn shows 2-10 range.
Pricing
Starting Monthly Price (USD)
$26 Matomo Cloud Business plan; USD list price (EUR list is €29/mo).
$20 Umami Cloud Pro plan at $20/month (1M events, 2-year retention). Entry paid tier.
Offers Free Tier
Matomo On-Premise is free to self-host under GPL-3.0 with no usage limits. Matomo Cloud has no perpetual free plan (21-day trial only).
Free Hobby cloud plan (100k events/mo, 1 site, 6-month retention) plus free MIT open-source self-hosted edition.
Free Trial Length (Days)
21 days Matomo Cloud offers a 21-day free trial with full feature access. No credit card required.
14 days 14-day free trial on paid plans (Pro and above).
Entry Plan Pageview Limit (Monthly)
50k Entry Cloud plan starts at 50,000 hits/month. Matomo meters 'hits' (pageviews + events), not pure pageviews.
1M Pro plan includes 1 million events/month. Umami meters all pageviews and custom events as 'events'.
Entry Plan Website Limit
30 sites Matomo Cloud plans (including entry) support up to 30 websites. On-Premise has no website limit.
20 sites Up to 20 websites on the Pro plan ($20/mo), the entry paid Umami Cloud tier.
Analytics capabilities
Real-Time Dashboard
Matomo provides a real-time visitor dashboard showing live activity, current visitor count, and pages visited.
Real-time view shows new visits and events the moment they happen, with no batch-processing delay.
Custom Event Tracking
Matomo supports custom event tracking via JavaScript API (trackEvent), data attributes, or Tag Manager.
Custom events tracked via umami.track() JS call or data-umami-event HTML attributes.
Goal / Conversion Tracking
Matomo supports goal/conversion tracking with configurable goals and conversion rate reporting.
Goals feature tracks pageviews or events and reports conversion rate against total visitors in a date range.
Funnels
Matomo includes multi-step funnel analysis with step-to-step drop-off reporting, included in Matomo Cloud.
Multi-step funnel analysis shows per-step user counts and step-to-step drop-off; supports URL, event, and wildcard steps.
Ecommerce / Revenue Tracking
Matomo tracks ecommerce orders and revenue with native integrations for WooCommerce, Shopify, Magento, and more.
Revenue tracking attaches monetary values (amount + currency) to events and reports ROI by page/source.
Heatmaps
Matomo includes heatmaps (click maps, scroll maps) via the Heatmap & Session Recording feature, included in Matomo Cloud.
Click and scroll heatmaps available since v3.1.0; must be enabled per-site in settings.
Privacy & compliance
Cookieless Tracking
Matomo supports a fully cookieless tracking mode. When configured cookieless, no cookies are set on visitors.
Umami does not use any cookies in the tracking code by design.
Consent Banner Required
When configured cookieless with privacy settings, Matomo does not require a consent banner. France's CNIL confirmed Matomo is consent-exempt under proper configuration.
Umami states no cookie consent banner is required because no cookies or personal data are collected.
GDPR Compliant
Matomo explicitly claims GDPR compliance and is CNIL-approved. Matomo Cloud data is stored in the EU with no transfer to the US; On-Premise stores data in your country of choice.
Vendor explicitly claims GDPR and CCPA compliance via cookieless, no-PII architecture.
EU Data Residency
Matomo Cloud stores 100% of analytics data and backups in the EU. On-Premise data residency is customer-controlled (your country of choice).
Umami Cloud offers EU server option; Cloud FAQ states servers are in both US and EU.
Data ownership & deployment
Open Source
Matomo On-Premise is open source under GPL-3.0. The Cloud version is built on the same open-source core.
Umami is fully open source under the MIT license with source on GitHub (37k+ stars).
License
GPL-3.0 Matomo core is GPL-3.0. Premium plugins use a separate proprietary license.
MIT Umami is released under the MIT license.
Self-Hostable
Matomo On-Premise is the flagship self-hosted edition, freely downloadable and installable on any PHP/MySQL server.
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
Matomo Cloud retains aggregated report data indefinitely with no time-based aging. On-Premise users own the DB with no limit.
Pro plan retains data for 2 years; self-hosted deployments have unlimited retention controlled by the operator.
Google Analytics Import
Matomo has an official Google Analytics importer supporting both Universal Analytics and GA4 data imports.
No official Google Analytics import tool exists; community workarounds only.
Raw Data Export
Matomo provides raw visit/action-level data export via the Reporting API and dedicated raw data endpoints. Self-hosted instances have direct DB access.
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
Matomo has a comprehensive Reporting HTTP API for programmatic data retrieval covering all reports and raw data.
Full documented REST API for retrieving analytics data; available on both cloud and self-hosted.
Tracking Script Size (KB)
61.1 KB Served uncompressed by Matomo Cloud.
2.3 KB Measured compressed transfer size.
Official WordPress Plugin
Matomo maintains an official WordPress plugin ('Matomo Analytics') published on wordpress.org by the Matomo team.
No official Umami-published WordPress plugin; only third-party community plugins exist.
Email Reports
Matomo supports scheduled email reports (daily, weekly, monthly) in PDF, HTML, or CSV format.
Scheduled email reports (top pages + referrers summary) available on Pro and higher cloud plans.
Public Dashboard Sharing
Matomo supports public dashboard access via anonymous user feature (no login required). Token-based share links also available.
Share URL generates a public, password-free read-only link to selected dashboard sections.
The verdict
Matomo Best for a full analytics suite and GA migration
Matomo is the heavier, more complete option. It keeps Cloud report data indefinitely (Umami's Pro plan caps at 24 months), ships an official Google Analytics importer for UA and GA4 (Umami has none), supports 30 entry-plan sites to Umami's 20, and maintains an official WordPress plugin Umami lacks. The tradeoff is a 61.1 KB tracking script.
Full profile Umami Best for a lightweight script and high event volume
Umami is the leaner pick. Its tracking script is 2.3 KB versus Matomo's 61.1 KB, its $20 entry plan undercuts Matomo's $26 and includes 1M events a month against Matomo's 50k, and it uses the permissive MIT license rather than GPL-3.0. The gaps: Pro-plan retention stops at 24 months, there's no GA importer, and no official WordPress plugin.
Full profileSources · 40 verified references
matomo.org linkedin.com leadiq.com umami.is docs.umami.is developer.matomo.org + 5 more
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