Umami

Umami is an open-source, privacy-first analytics platform covering the whole funnel: acquisition, behaviour, conversion, and revenue. Traffic reports show pageviews, visitors, referrers, locations, devices, and real-time activity, while UTM campaigns, trackable links, and pixels show which channels bring people in. Behaviour goes past pageviews with custom events, journeys, session replays, heatmaps, segments, cohorts, and retention, and conversion reporting adds goals, funnels, and attribution. Events can carry values, so the revenue report can tie income back to specific pages, campaigns, and visitor segments.

Analysis is organised around reusable views. Boards let you arrange focused dashboards of metrics and charts, annotations pin dated notes such as launches or campaign starts onto the timeline, and compare and performance reports break numbers down by page, channel, or device. Teams share a workspace with roles, websites can be shared publicly through a share URL, and two-factor authentication is available once an encryption key is configured. Data collection uses a small tracker script with no cookies, no cross-site tracking, and no automatic collection of personal data, so a consent banner is not usually required.

Everything the UI does is also reachable programmatically. Account API keys gate a REST API and a typed TypeScript client published as @umami/api-client, generated from OpenAPI contracts, with website-scoped endpoints for analytics queries, saved funnels and goals, performance, UTM metrics, and annotations. Since v3.4 the platform also ships an MCP server, wrapping traffic, events, sessions, funnels, goals, journeys, retention, attribution, revenue, performance, segments, and annotations as read-only tools for AI assistants, over a remote HTTP endpoint or locally through @umami/mcp.

Self-hosting runs on Node.js 18.18 or newer against a PostgreSQL 12.14 or newer database, with official Docker images and a Compose file that brings up the app and database together. Schema migrations run during the build, and the first build creates an admin user with the default password umami, which should be changed immediately. Umami Cloud is the managed alternative with backups, updates, and scaling handled for you, and the feature set is otherwise the same.