AppsFlyer vs Umami: Which is Better in 2026?
Choosing between AppsFlyer and Umami? Both are popular analytics tools. Below we compare them on pricing, free tiers, features, and pros & cons so you can pick the right fit for your stack.
AppsFlyer is for: Mobile app marketers who need to attribute installs and in-app actions to paid campaigns.
Umami is for: Developers who want open-source, cookie-free analytics they can self-host on Postgres or buy hosted.
Quick verdict
There’s no single winner; pick on your constraint. Choose AppsFlyer if you run paid campaigns for a mobile app and need to know which ones drive installs. Choose Umami if you want to self-host free, MIT-licensed analytics on Postgres.
AppsFlyer vs Umami — Side by Side
| AppsFlyer | Umami | |
|---|---|---|
| Category | Analytics | Analytics |
| What it is | Mobile attribution platform | Open-source web analytics |
| What it measures | Installs and conversions by campaign | Website traffic and events |
| Self-hosting | No (hosted) | Yes (MIT, PostgreSQL) |
| How you pay | Per conversion ($0.07 on Growth) | Free, or monthly plan plus per-event overage |
| Free access | 12,000 conversions in the first year | 100,000 events a month (Hobby) |
| Pricing | Free · then usage-based | Free · paid from $20/mo |
| Starting price | Free tier available | Free tier available |
| Free tier | ||
| Best for | Analytics — mobile attribution, paid campaigns, ROAS | Analytics — open source, self-hosted, free tier |
Pros & Cons
- Free Zero plan: 12,000 conversions in the first year
- Pay-as-you-go Growth at $0.07 per conversion
- Organic installs are not counted
- Zero plan excludes apps with paid activities
- Fraud protection is on Enterprise
- Measures attribution, not product funnels
- MIT licensed and self-hostable
- Free tier covers 100k monthly events
- Usage overage instead of forced upgrades
- Self-hosting means running a database
- Fewer advanced reports
Key Features Compared
AppsFlyer
- Zero (free): 12,000 free conversions in the first year; not for apps with paid activities
- Growth: pay-as-you-go at $0.07 per conversion after the 12,000 free
- Growth adds basic mobile attribution for paid campaigns
- Enterprise: custom pricing with cross-channel attribution, ROAS optimization and fraud protection
- Organic installs and actions are not counted and are free
Umami
- Hobby (free cloud): 100,000 events a month, 1 website, 6 months of data
- Pro $20 a month: 1M events, up to 20 websites, up to 10 team members, 2 years of data
- Pro overage: $0.00003 per extra event
- Business $200 a month: 10M events, unlimited websites and members, 5 years of data
- Open source under the MIT license; self-hosting needs PostgreSQL v12.14+
- Cloud adds email reports and a streaming API that self-hosting lacks
Choose AppsFlyer if…
- You run paid campaigns for a mobile app and need to know which ones drive installs.
- You want to start pay-as-you-go rather than sign an annual contract.
- You need mobile fraud detection on an enterprise plan.
Choose Umami if…
- You want to self-host free, MIT-licensed analytics on Postgres.
- You want a free hosted plan for one site.
- You want usage-based overage rather than jumping to a bigger plan.
Frequently Asked Questions
Is AppsFlyer better than Umami?⌄
There’s no single winner; pick on your constraint. Choose AppsFlyer if you run paid campaigns for a mobile app and need to know which ones drive installs. Choose Umami if you want to self-host free, MIT-licensed analytics on Postgres.
What is the difference between AppsFlyer and Umami?⌄
What it is — AppsFlyer: Mobile attribution platform. Umami: Open-source web analytics. What it measures — AppsFlyer: Installs and conversions by campaign. Umami: Website traffic and events. Self-hosting — AppsFlyer: No (hosted). Umami: Yes (MIT, PostgreSQL). How you pay — AppsFlyer: Per conversion ($0.07 on Growth). Umami: Free, or monthly plan plus per-event overage. Free access — AppsFlyer: 12,000 conversions in the first year. Umami: 100,000 events a month (Hobby).
AppsFlyer vs Umami: which is cheaper?⌄
AppsFlyer pricing: Free · then usage-based. Umami pricing: Free · paid from $20/mo. Confirm current pricing on each tool's official site, as plans change.
When should I skip both AppsFlyer and Umami?⌄
Skip AppsFlyer if you only need in-app usage analytics. Firebase Analytics is free. Skip Umami if you want funnels and ecommerce revenue on an entry plan. Plausible Business includes both.
Sources · tool facts checked November 2026
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