Choose FullStory if
Mid-to-large product teams and UX researchers
Capabilities only listed for FullStory
Important considerations: Free excludes advanced dashboards, StoryAI, mobile capture, and configurable privacy; paid pricing is quote-based.
FullStory vs Umami comparison
Compare pricing, deployment, product fit, integrations, and capabilities side by side.
Which platform fits your needs?
Choose Umami if
Tech-savvy users and businesses prioritizing privacy and simplicity
Capabilities only listed for Umami
Important considerations: Cloud usage counts page hits, custom events, and stored event properties; self-hosting shifts upgrades, database operation, and backups to your team.
Shared capabilities
| Attribute | FullStory | Umami |
|---|---|---|
| Overview | A digital experience analytics platform combining session replay, heatmaps, funnels, event analytics, and AI insights for both web and mobile. | An open-source, self-hosted or managed-cloud analytics platform with cookieless traffic and event reporting plus newer funnels, revenue, Web Vitals, session replay, and heatmap capabilities. |
| Pricing | Fullstory Free includes 30,000 monthly sessions and 12 months of analytics retention; Business, Advanced, and Enterprise pricing is quote-based | Self-hosted open source; Umami Cloud plans are Hobby $0, Pro $20/month, Business $200/month, Enterprise custom |
| Deployment | Vendor-hosted cloud | Self-hosted and hosted options |
| Best for | Mid-to-large product teams and UX researchers | Tech-savvy users and businesses prioritizing privacy and simplicity |
| Operator | Fullstory, Inc. Independent private company | Umami Software, Inc. Independent private company |
| Company base | Atlanta, United States · United States | San Francisco, United States · United States |
| Organization scale | at least 200 employees · operator, as of 5 May 2020 | No comparable official organization-size figure was publicly disclosed. |
| Recent direction | AI-assisted analysis Recent official evidence shows a focus on AI-assisted analysis. | behavior analysis Recent official evidence shows a focus on behavior analysis. |
| Key features |
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| Important considerations | Free excludes advanced dashboards, StoryAI, mobile capture, and configurable privacy; paid pricing is quote-based. | Cloud usage counts page hits, custom events, and stored event properties; self-hosting shifts upgrades, database operation, and backups to your team. |
| Integrations | Segment, Salesforce, CRMs, Dev tools | WordPress, Vercel |
| Fact check | We checked this information against official vendor sources on 2026-08-08. | We checked this information against official vendor sources on 2026-08-08. |
Capability matrix
This matrix shows capabilities recorded in our catalog. Not listed means we have not confirmed the capability here. Check the linked vendor sources for plan, deployment, and usage limits.
| Attribute | FullStory | Umami |
|---|---|---|
| AI insights | Listed | Not listed |
| App analytics | Listed | Not listed |
| Audience insights | Listed | Listed |
| Behavior analytics | Listed | Listed |
| CCPA compliant | Listed | Listed |
| Cohort analysis | Listed | Not listed |
| Cookieless | Not listed | Listed |
| Cross-device tracking | Listed | Listed |
| Custom reports | Listed | Listed |
| Data export | Listed | Listed |
| E-commerce tracking | Listed | Listed |
| Error tracking | Listed | Not listed |
| Event tracking | Listed | Listed |
| Free plan | Listed | Listed |
| Funnels | Listed | Listed |
| GDPR compliant | Listed | Listed |
| Goals | Listed | Listed |
| Heatmaps | Listed | Listed |
| Integrations | Listed | Listed |
| Open source | Not listed | Listed |
| Privacy-first | Not listed | Listed |
| Real-time data | Listed | Listed |
| Retention analytics | Listed | Listed |
| Revenue tracking | Listed | Listed |
| Self-hosted | Not listed | Listed |
| Session recordings | Listed | Listed |
| User segments | Listed | Listed |