Analytics · 2026
Google Analytics·vs·Umami
Two solid choices in analytics. Here's how they stack up on pricing, fit, and trade-offs — so you can decide in a minute.
Reviewed by Switchpoint Editors ·
Take on Google Analytics
GA4 isn't a worse Universal Analytics — it's a different product that solves a different problem (ML-driven attribution at scale). For 90% of small sites, that complexity is a tax with no benefit. Plausible or Fathom gives you the 5 numbers you actually look at, with a privacy story you can put on your homepage.
Contender A
Google Analytics
Free web analytics from Google.
- Sites that need free, deep web analytics tied to Google Ads.
- Free.
Best for
Pricing
Pros
- Free
- Tight ad integration
- Scales to enterprise
Trade-offs
- GA4 is hard to learn
- Sampling on big datasets
- Privacy/GDPR friction
Contender B
Umami
Open-source analytics you can self-host.
- Devs who already manage their own infra.
- Free self-hosted. Cloud from $20/mo.
Best for
Pricing
Pros
- Open source
- Self-hostable
Trade-offs
- Fewer integrations
The matrix
Side-by-side
Best for
Google Analytics
Sites that need free, deep web analytics tied to Google Ads.
Umami
Devs who already manage their own infra.
Pricing
Google Analytics
Free.
Umami
Free self-hosted. Cloud from $20/mo.
Top strength
Google Analytics
Free
Umami
Open source
Biggest trade-off
Google Analytics
GA4 is hard to learn
Umami
Fewer integrations
The verdict
Which should you pick?
Sites that need free, deep web analytics tied to Google Ads.
Devs who already manage their own infra.
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