Umami vs VWO comparison

Compare pricing, deployment, product fit, integrations, and capabilities side by side.

Catalog capabilities may require a paid plan, add-on or hosted edition. “Not listed” means unverified here, not unavailable. Confirm the exact edition, usage limits and privacy settings.

Starting prices use different billing periods and usage units. Compare the same traffic, events, retention and seats.

Which platform fits your needs?

Choose Umami if

Tech-savvy users and businesses prioritizing privacy and simplicity

Capabilities listed only for Umami in this selection

Privacy-first Self-hosted Open source Cookieless Free plan Retention analytics Cross-device tracking

Important considerations: Cloud counts pageviews, custom events and each stored event property toward usage. Session replay and heatmaps require Cloud Business or Enterprise; Business includes 5,000 replays, then $0.005 each. Cloud has features beyond self-hosting; check edition parity and operating costs.

Choose VWO if

CRO teams, UX researchers, agencies optimizing user experiences

Capabilities listed only for VWO in this selection

App analytics User feedback Surveys Polls A/B testing AI insights Personalization Enterprise

Important considerations: VWO is a multi-product suite; capabilities and MTU allowances depend on the selected products and sales-assisted tier.

Shared capabilities

GDPR compliant CCPA compliant Real-time data E-commerce tracking Event tracking Behavior analytics Funnels Revenue tracking Audience insights User segments Session recordings Heatmaps Goals Data export Integrations Custom reports

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Attribute	Umami	VWO
Overview	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.	A conversion optimization and digital experience platform offering A/B testing, heatmaps, surveys, feature flagging, and personalization across web and mobile.
Pricing	Free self-hosting. Cloud Hobby: $0 for 100K events/month and one website; Pro: $20/month with 1M events; Business: $200/month with 10M events; Enterprise: custom. Paid overages are metered.	Growth, Pro, and Enterprise packages use sales-assisted, usage-based pricing; VWO also offers free product exploration
Deployment	Self-hosted and hosted options	Vendor-hosted cloud
Best for	Tech-savvy users and businesses prioritizing privacy and simplicity	CRO teams, UX researchers, agencies optimizing user experiences
Operator	Umami Software, Inc. Independent private company	Wingify Software Private Limited Subsidiary of Everstone Capital
Company base	San Francisco, United States · United States	Delhi, India · Other region
Organization scale	No comparable official organization-size figure was publicly disclosed.	at least 450 employees · operator, as of 13 Aug 2026
Recent direction	behavior analysis Recent official evidence shows a focus on behavior analysis.	suite consolidation Recent official evidence shows a focus on suite consolidation.
Key features	Cookieless web analytics Self-hosted and cloud editions Real-time traffic Custom events Funnels and goals Revenue reports Web Vitals Session replay and heatmaps Data export	A/B and multivariate testing Feature rollouts Session replay Heatmaps Funnels Surveys and polls Personalization Mobile experimentation AI-assisted optimization
Important considerations	Cloud counts pageviews, custom events and each stored event property toward usage. Session replay and heatmaps require Cloud Business or Enterprise; Business includes 5,000 replays, then $0.005 each. Cloud has features beyond self-hosting; check edition parity and operating costs.	VWO is a multi-product suite; capabilities and MTU allowances depend on the selected products and sales-assisted tier.
Integrations	WordPress, Vercel	Google Analytics, Adobe Analytics, Segment
Fact check	We checked this information against official vendor sources on 2026-09-30.	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.

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Attribute	Umami	VWO
A/B testing	Not listed	Listed
AI insights	Not listed	Listed
App analytics	Not listed	Listed
Audience insights	Listed	Listed
Behavior analytics	Listed	Listed
CCPA compliant	Listed	Listed
Cookieless	Listed	Not listed
Cross-device tracking	Listed	Not listed
Custom reports	Listed	Listed
Data export	Listed	Listed
E-commerce tracking	Listed	Listed
Enterprise	Not listed	Listed
Event tracking	Listed	Listed
Free plan	Listed	Not listed
Funnels	Listed	Listed
GDPR compliant	Listed	Listed
Goals	Listed	Listed
Heatmaps	Listed	Listed
Integrations	Listed	Listed
Open source	Listed	Not listed
Personalization	Not listed	Listed
Polls	Not listed	Listed
Privacy-first	Listed	Not listed
Real-time data	Listed	Listed
Retention analytics	Listed	Not listed
Revenue tracking	Listed	Listed
Self-hosted	Listed	Not listed
Session recordings	Listed	Listed
Surveys	Not listed	Listed
User feedback	Not listed	Listed
User segments	Listed	Listed

Full details: Umami Full details: VWO