| Functionality | 4 <p>Google Analytics excels at website visitor tracking but struggles with product analytics. It offers solid traffic analysis and acquisition data but falls short on user behavior insights. Its real power comes from Google Ads integrations and benchmarking functionality.</p> | 5 <p>As simple web analytics tools go, we were pleasantly surprised by Umami's range of functionality. Not only does it offer the fundamentals of web analytics - page views, referral source tracking and visitor segmentation data - but it also offers some product analytics too such as cohort retention data and user journey mapping.</p> |
| Ease of Use | 3 <p>GA4 is surprisingly difficult to use despite its popularity. Finding basic metrics often requires hunting through multiple screens. The learning curve is steep, and the recent redesign has only made things worse by disrupting established workflows.</p> | 8 <p><span style="color: rgb(0, 0, 0);">Given its limited feature set and beautiful design, Umami is particularly easy to use. It would take an average SMB employee less than 20 minutes to master its use.</span></p> |
| Look and feel | 2 <p>GA4's interface is cluttered and confusing. Navigation is a labyrinth of menus and submenus that hide basic information. Reports load quickly but finding the right one is a chore. The design prioritizes Google's needs over users', making common tasks unnecessarily difficult.</p> | 8 <p><span style="color: rgb(0, 0, 0);">Umami is a very well design analytics tool. Its aesthetic is clean and modern. Additionally, when tested we found page load time to be snappy and responsive (<1s).</span></p> |
| Customisability | 6 <p>Google Analytics offers decent customization through custom dimensions and metrics, but implementing these requires technical knowledge. Custom reports are possible but clunky to configure.</p> | 4 <p><span style="color: rgb(0, 0, 0);">Beyond custom events and some product analytics report creation, Umami offers limited scope for customization. We would like to have seen more options to tweak the main dashboard itself and change how data is visualized.</span></p> |
| Ease of Setup | 7 <p>Drop in a tracking code and you're done. Setting up Google Analytics takes minutes, making it very simple to start with like most web analytics products. However, to make full use of the product there is a fair amount of customization that you can action after initial installation.</p> | 7 <p><span style="color: rgb(0, 0, 0);">Like most web analytics products, Umami was also very simple to implement - requiring only a simple script. Additionally, it offers a self-serve free trial. Given the lack of complex functionality, there's little to set up in terms of additional customization either.</span></p> |
| Customer Support | 3 <p>Support is practically non-existent for free users. Google offers documentation but it's often outdated or unclear. Users mostly rely on community forums for help, creating a significant gap compared to privacy-focused alternatives that provide stronger documentation.</p> | 6 <p>Umami offers fairly robust developer documentation that is simple and easy to digest. We appreciate the clarity of its layout. However, we would have appreciated better documentation search being implemented.</p> |
| Integratability | 8 <p>Google Analytics integrates seamlessly with Google's ecosystem (especially Google Ads) and offers connections to major marketing platforms. Its status as the industry standard means most tools support it, though privacy-focused competitors are quickly catching up.</p> | 3 <p><span style="color: rgb(0, 0, 0);">Umami offers a fairly robust API through which you can interact with data programatically. However, it offers little to no integrations beyond this.</span></p> |
| Ease of Migration | 5 <p>Data export options are adequate but outdated. Reports can be exported to spreadsheets or accessed via API, but the process feels clunky compared to modern alternatives.</p> | 6 <p><span style="color: rgb(0, 0, 0);">Umami offers self-serve export functionality for key datapoints via its web app. Additionally, its API is robust and allows business to access datapoints programatically.</span></p> |
