Umami

Umami is an open-source web and product analytics platform designed to deliver clear audience and visitor performance metrics without relying on tracking cookies. It combines web analytics, user behavior analysis, conversion tracking, retention reporting, and revenue measurement into a single platform. Teams can self-host the open-source software on their own infrastructure or use managed hosting through Umami Cloud.

The platform operates without personal data collection, enabling organizations to eliminate cookie consent banners while maintaining compliance with frameworks like GDPR, CCPA, and PECR. Users can measure campaign traffic, track custom visitor events, monitor user journeys, analyze funnel drop-offs, and record session replays. Umami also provides an official Model Context Protocol (MCP) server that connects AI assistants directly to analytics data.

Key features

• Acquisition and campaign tracking: Measures traffic, pageviews, visitors, referrers, locations, and UTM parameters to evaluate marketing channels.
• Behavior and event monitoring: Tracks custom user actions such as clicks, signups, downloads, and form submissions alongside heatmaps and session replays.
• Funnels and journey reports: Maps user pathways across web pages and identifies drop-off points in multi-step conversion funnels.
• Retention and cohort analysis: Groups visitors by arrival date and tracks returning user rates over custom timeframes.
• Revenue attribution: Connects monetary values to user events and tracks revenue generated across marketing channels and pages.
• Model Context Protocol server: Enables read-only queries from AI assistants like Claude, ChatGPT, and Cursor to analyze traffic, funnels, and performance metrics.