The Tool Desk
Outbyte Driver Updater FREEScan for outdated or missing drivers - takes under a minuteDriver Scan →Outbyte PC Repair FREERepair Windows errors before they cause bigger problemsFix Now →Umami Analytics tracks more than pageviews: its standard tracker can record page and session context, campaign parameters, and—when configured—custom events and Core Web Vitals. It says it does not use cookies, track people across websites, or store the IP address used to derive location. Those default behaviors do not prevent a site owner from sending identifying details such as a user ID or email through custom tracking.
What Umami tracks by default
Umami’s v3 documentation describes data used to report visits, referrals, devices, and location. The precise payload depends on the tracker configuration and the site’s own code.
| Category | Data Umami can report | What to keep in mind |
|---|---|---|
| Page context | Website ID, hostname, URL, query parameters, referrer, and page title | Query strings can contain sensitive values if a site puts them in a URL. The tracker can be configured to exclude search parameters and fragments. |
| Session and device context | Browser, operating system, device class, screen dimensions, and browser language | These describe a browser or device; they are not a person’s name by themselves. |
| Location | Country, region, and city | Umami says it uses the request IP for location lookup but does not store the IP. Location can come from infrastructure headers, such as Cloudflare or Vercel, or from MaxMind GeoLite. |
| Campaign attribution | UTM source, medium, campaign, content, and term; common click IDs including gclid, fbclid, msclkid, ttclid, li_fat_id, and twclid | These are extracted from query parameters when present. |
| Performance, if enabled | LCP, INP, CLS, FCP, and TTFB | Automatic Core Web Vitals collection requires performance tracking to be enabled. |
The official metric reference lists these fields and explains location lookup in more detail: Umami metrics documentation.
What Umami does not automatically do
Umami says its tracking code does not use cookies and does not track users across websites. Its product overview also says personal data is not collected automatically. These statements describe the standard tracker, not every possible implementation: a site can choose to attach user identifiers or other properties.
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Without cookies, Umami can still derive visit and session metrics from request and browser context. “No cookies” therefore does not mean “no analytics data.” The FAQ states: “Umami collects page views, referrer URLs, browsers, operating systems, device types, and country of origin.” It also says: “No, Umami does not use any cookies in the tracking code.” See the Umami FAQ.
What custom tracking can add
Site operators can send named events and attach properties—for example, a purchase event with product context or a button action. They can also send session properties. HTML data attributes store values as strings, while tracker functions support richer JSON types. The resulting data depends on what the site deliberately sends.
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Umami also supports Distinct IDs. When a site supplies one, it can associate activity across sessions or devices. The logged-in-user guide demonstrates sending user IDs and email addresses. Avoid putting email addresses or other direct identifiers in event or session fields unless the purpose and applicable privacy obligations justify it. Details are in the custom events guide, tracker functions documentation, identify documentation, and logged-in users guide.
How configuration changes collection
In automatic mode, the tracker includes pageviews, click tracking, path-change detection, and optional performance tracking. An administrator can change what happens before data is sent:
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- Disable automatic pageviews while retaining other tracker features.
- Disable tracker initialization.
- Exclude URL search parameters or fragments.
- Respect Do Not Track.
- Intercept a payload to inspect, edit, or cancel it.
These options are documented in tracker configuration. The live documentation covers Umami v3; individual features have version labels, including pageview opt-out in v3.2.0 and performance collection in v3.1.0. Check the documentation for the version actually deployed.
How long Umami keeps the data
For self-hosted Umami, the FAQ says data remains indefinitely until an administrator manually deletes it. The FAQ directs Cloud users to separate, current Cloud terms, so the self-hosted retention statement should not be applied to Umami Cloud. See the FAQ for the distinction.
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What to check on an Umami-powered site
- Whether the site sends custom events, session properties, or a Distinct ID.
- Whether URLs or query parameters might include sensitive values.
- Whether performance collection is enabled.
- Whether the tracker excludes search parameters or fragments and respects Do Not Track.
- Whether the deployment is self-hosted or Cloud, since the cited retention guidance applies specifically to self-hosting.
Umami is not only a pageview counter: depending on configuration, its reports can cover referral and campaign attribution, device context, coarse location, custom behavior, and performance. The privacy implications come from both its standard fields and any extra values the site owner chooses to send.
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