Boost conversions with Umbraco Engage

Umbraco Engage brings analytics, A/B testing and personalization together in Umbraco CMS. Here's what the tool can do in 2026, what a license costs and how to use it, step by step, to turn more visitors into leads and customers.

A marketer changes the button text on the homepage because the old copy just didn't feel right. Two weeks later, inquiries are down, and a big chunk of visitors is missing from Google Analytics because they declined cookies. Is it the new copy, the season or a campaign that ended? Nobody knows. Meanwhile, every week of guessing costs inquiries that a better page would have brought in.

What is Umbraco Engage?

Umbraco Engage is an optimization suite for websites built on Umbraco CMS, formerly known as uMarketingSuite. It shows you what visitors do, lets you test which content performs better and helps you show each visitor content that fits them. All of it happens in the backoffice, the same environment where you edit your pages.

The suite has six components:

• Server-side analytics: insight into visitor behavior, traffic sources, devices, forms, videos and search terms.
• A/B testing: test headlines, layouts, calls to action and content variants against each other.
• Personalization: tailor content to visitor segments on a single page, across multiple pages or for an entire document type.
• 360° profiling: visitor profiles based on interactions, behavior and preferences.
• Reporting in the CMS: goals, conversions and dashboards right where you already work.
• Data ownership: visitor data stays in your own environment, with settings for retention, anonymization and deletion.

Analytics: reliable data in your own environment

Many marketing teams make decisions based on numbers from an external analytics tool. When a visitor declines cookies or uses an ad blocker, that visitor simply disappears from your reports. On top of that, your data lives on third-party servers, which raises questions for your privacy officer.

Umbraco Engage uses server-side tracking: the web server records each visit, in addition to a script in the browser. All data goes into your own database, and no visitor data is sent to Umbraco. You decide how long to keep data, when to anonymize it and when to delete it. Check with your privacy officer how this fits your cookie policy.

Because the reports live in the CMS, you can see how a page performs while you're editing it. No more switching between separate systems.

A/B testing: decisions based on results

It's a familiar scene in many marketing teams: an entire afternoon spent debating the headline of a campaign page. Everyone has an opinion, the manager ends up picking their favorite, and three months later nobody knows whether that choice brought in more inquiries. Without a test, every change is a guess.

With Umbraco Engage, you test variants of headlines, layouts, calls to action and content straight from the CMS. Some of your visitors see the original version, the rest see the variant. Engage measures which version drives the most conversions, and then you roll out the winner to everyone. You set up the test in the same editor you use for your pages.

Personalization and profiling: relevant content for every visitor

Someone who has never heard of your organization sees the same homepage as a customer who has already checked your pricing three times. That makes the message less relevant for both of them and lowers the chance of an inquiry.

Umbraco Engage builds a profile for each visitor based on the pages they view, their interactions and their preferences. You use those profiles to create segments, such as new visitors, returning visitors or visitors from a specific campaign. For each segment, you show different content: on a single page, across several pages at once or on every page of a document type. That way, every group gets the message that matches where they are in their journey.

How much does Umbraco Engage cost?

One tool for analytics, another for A/B testing and a third for personalization means three licenses, three integrations and three places where your data lives. Engage bundles all of this into a single license.

Umbraco offers two types of licenses. These are the annual prices listed on umbraco.com in October 2026:

• Analytics: €800 per year, including server-side analytics, data ownership and reporting in the CMS.
• Full license: from €5,100 per year (Standard), adding profiling, personalization and A/B testing. Professional costs €9,250 and Enterprise €18,800 per year. A custom license is available for larger environments.

Among other things, the licenses differ in the number of pageviews per month. Check the current terms on the Umbraco Engage website.

How to get started with Umbraco Engage

Installing Engage is just one step. It only pays off when you know which conversions you want to measure and which pages you want to improve first. That's why we start with your goals and your most important customer journey, and only then set up Engage on your Umbraco website.

As an Umbraco Gold Partner, we know the platform inside and out. We help you install it, set up goals and segments and launch your first tests. After that, we review the results together and decide on the next step.