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AppsFlyer vs Umami: Which is Better in 2026?

Analytics

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

AppsFlyerUmami
CategoryAnalyticsAnalytics
What it isMobile attribution platformOpen-source web analytics
What it measuresInstalls and conversions by campaignWebsite traffic and events
Self-hostingNo (hosted)Yes (MIT, PostgreSQL)
How you payPer conversion ($0.07 on Growth)Free, or monthly plan plus per-event overage
Free access12,000 conversions in the first year100,000 events a month (Hobby)
PricingFree · then usage-basedFree · paid from $20/mo
Starting priceFree tier availableFree tier available
Free tier
Best forAnalytics — mobile attribution, paid campaigns, ROASAnalytics — 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

  1. 1.AppsFlyer pricingappsflyer.com
  2. 2.Umami pricingumami.is
  3. 3.Umami on GitHubgithub.com

See more options in our guide to the best analytics tools for startups.

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