Microsoft Clarity vs Umami:Which is more popular?
In September 2026, Microsoft Clarity had more branded searches than Umami among website analytics platforms worldwide. Microsoft Clarity had about 165,000 branded searches, while Umami had 10,400. Microsoft Clarity made up 4.5% of all website analytics platform searches we track, and Umami accounted for 0.28%. When we asked ChatGPT and Google AI Overviews about website analytics platforms, Microsoft Clarity appeared in three of the five answers and Umami in none.
Who do people search for more?
Microsoft Clarity, about 16 searches for every 1 for Umami
Who does AI mention more?
Microsoft Clarity, mentioned in 3 of 5 answers, Umami in 0
Who does AI recommend more?
Microsoft Clarity, the only one of the two named
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Top website analytics platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Microsoft Clarity was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Umami did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Google Analytics1st
Plausible2nd
Matomo3rd- Microsoft Clarity4th
PostHog5th
Similarweb6th
Umami–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Google Analytics5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Matomo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Plausible4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- PostHog3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Microsoft Clarity3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Similarweb2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Umami0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about website analytics platforms
5 answers
Asked ChatGPT
“Which website analytics platform should I use?”
Asked ChatGPT
“What are the best website analytics platforms?”
Asked ChatGPT
“What's the best website analytics platform for website traffic?”
Searched Google, AI Overview
“website analytics platform”
Searched Google, AI Overview
“website traffic analytics”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Microsoft Clarity or Umami more popular in search?
This chart shows how often people search Google for Microsoft Clarity and Umami by name. Each line represents a brand's share of searches for all seven website analytics platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Microsoft Clarity, Umami. The figures are in the table below the chart.
View monthly share of searches table
| Month | Google Analytics | Similarweb | PostHog | Microsoft Clarity | Matomo | Umami | Plausible |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 75% | 14.2% | 4.3% | 4.3% | 1.8% | 0.22% | 0.32% |
| Nov 2025 | 75% | 14.2% | 4.3% | 4.3% | 1.7% | 0.22% | 0.32% |
| Dec 2025 | 77.1% | 12.1% | 4.4% | 4.4% | 1.5% | 0.28% | 0.27% |
| Jan 2026 | 73.5% | 13.9% | 5.1% | 5.1% | 1.7% | 0.26% | 0.31% |
| Feb 2026 | 77.2% | 12% | 3.6% | 5.4% | 1.3% | 0.28% | 0.33% |
| Mar 2026 | 74.8% | 14.2% | 5.2% | 4.3% | 1% | 0.27% | 0.32% |
| Apr 2026 | 78.2% | 12.1% | 3.6% | 4.4% | 1% | 0.28% | 0.33% |
| May 2026 | 81.6% | 8.5% | 3.8% | 4.7% | 0.75% | 0.24% | 0.35% |
| Jun 2026 | 76.4% | 9.7% | 6.5% | 5.3% | 1.4% | 0.27% | 0.39% |
| Jul 2026 | 77% | 9.6% | 6.4% | 5.3% | 1% | 0.33% | 0.32% |
| Aug 2026 | 78.5% | 8% | 6.6% | 5.4% | 1% | 0.28% | 0.27% |
| Sep 2026 | 79.1% | 8.2% | 6.7% | 4.5% | 1% | 0.28% | 0.22% |
How has the Microsoft Clarity and Umami comparison changed over the last 12 months?
3 findings
- Microsoft Clarity was ahead of Umami in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Microsoft Clarity’s share of searches among website analytics platforms worldwide moved from 4.3% to 4.5%, and its estimated monthly branded searches moved from 110K to 165K.
- Across the 12 months ending September 2026, Umami’s share of searches among website analytics platforms worldwide moved from 0.22% to 0.28%, and its estimated monthly branded searches moved from 5.7K to 10.4K.
How did search popularity change for website analytics platforms worldwide in September 2026?
2 changes
In September 2026, Microsoft Clarity lost share of searches among website analytics platforms worldwide, from 5.4% to 4.5%.
Estimated monthly branded searches for Umami worldwide rose 83.4% over 12 measured months, from 5.7K to 10.4K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Microsoft Clarity’s and Umami’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Microsoft Clarity
1 branded search term
- microsoft clarity
Umami
2 branded search terms
- umami analytics
- umami website
Other head-to-heads among website analytics platforms
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