Analytics Used by UK Accounting Companies: Market Share (2026)

Updated June 2026

Detected Analytics usage across 1,351 of 35,921 trading UK accounting companies, with Google Analytics accounting for 83.7% of detected installations.

Among 35,921 trading UK accounting companies, 1,351 have a detectable Analytics system, spread across 33 systems. Google Analytics accounts for 83.7% (1,131), with MonsterInsights at 6.9% (93) and Microsoft Clarity at 6.0% (81).

Usage is most concentrated in smaller firms: Under 10 employees contains 977 companies and Google Analytics holds 85.5%; 10–50 employees contains 350 companies and Google Analytics holds 80.9%. The Over 50 employees band is much smaller at 24 companies, where Google Analytics still has 54.2%.

The long tail is thin: Crazy Egg has 3.3% (44), Statcounter 3.1% (42), TWIPLA 1.3% (17), ExactMetrics 0.8% (11), and CallRail 0.7% (10). A further 25 systems cover 43 companies, leaving most named alternatives at low single-figure shares.

1,351

accounting with detected Analytics

Of 35,921 UK accounting

3.8%

Detection rate

2026

Systems detected

In this category

83.7%

Leader share

Google Analytics

UK Accounting Analytics market share

Other (25 systems)

Share of the 1,351 UK Accounting with a detectable system. As of June 2026.

Analytics compared

System	UK Accounting	Share	Median headcount	London share	Typical profile
Google Analytics	1,131	83.7%	6	23.1%	6-employee practices, 83.7% share
MonsterInsights	93	6.9%	5	19.4%	5-employee practices, 6.9% share
Microsoft Clarity	81	6%	8	27.2%	8-employee firms, 6.0% share
Crazy Egg	44	3.3%	—	—	Buy these companies as a spreadsheet →
Statcounter	42	3.1%	—	—	Buy these companies as a spreadsheet →
TWIPLA	17	1.3%	—	—	Buy these companies as a spreadsheet →
ExactMetrics	11	0.8%	—	—	Buy these companies as a spreadsheet →
CallRail	10	0.7%	—	—	Buy these companies as a spreadsheet →
Piwik PRO	9	0.7%	—	—	Buy these companies as a spreadsheet →
Plausible	9	0.7%	—	—	Buy these companies as a spreadsheet →
AdvertiserReports	6	0.4%	—	—	Buy these companies as a spreadsheet →
Fathom Analytics	6	0.4%	—	—	Buy these companies as a spreadsheet →
Contentsquare	5	0.4%	—	—	Buy these companies as a spreadsheet →
Gauges	5	0.4%	—	—	Buy these companies as a spreadsheet →
PagePulse	5	0.4%	—	—	Buy these companies as a spreadsheet →
Branch	4	0.3%	—	—	Buy these companies as a spreadsheet →
Smartlook	4	0.3%	—	—	Buy these companies as a spreadsheet →
Clicky	3	0.2%	—	—	Buy these companies as a spreadsheet →
SiteWit	3	0.2%	—	—	Buy these companies as a spreadsheet →
Microsoft Power BI	3	0.2%	—	—	Buy these companies as a spreadsheet →
CallTrackingMetrics	3	0.2%	—	—	Buy these companies as a spreadsheet →
Mouseflow	3	0.2%	—	—	Buy these companies as a spreadsheet →
Tableau	3	0.2%	—	—	Buy these companies as a spreadsheet →
Pendo	3	0.2%	—	—	Buy these companies as a spreadsheet →
Adobe Analytics	3	0.2%	—	—	Buy these companies as a spreadsheet →
Lucky Orange	2	0.1%	—	—	Buy these companies as a spreadsheet →
Heap	2	0.1%	—	—	Buy these companies as a spreadsheet →
Mediahawk	2	0.1%	—	—	Buy these companies as a spreadsheet →
PostHog	1	0.1%	—	—	Buy these companies as a spreadsheet →
FullStory	1	0.1%	—	—	Buy these companies as a spreadsheet →
Burst	1	0.1%	—	—	Buy these companies as a spreadsheet →
Amplitude	1	0.1%	—	—	Buy these companies as a spreadsheet →
WebSuccess	1	0.1%	—	—	Buy these companies as a spreadsheet →

Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.

Market leader by size

The leading Analytics system shifts with company size: among UK Accounting with under 10 employees, Google Analytics leads at 85.5% of the 977 with a detectable system; among UK Accounting with 10–50 employees, Google Analytics leads at 80.9% of the 350 with a detectable system; and among UK Accounting with over 50 employees, Google Analytics leads at 54.2% of the 24 with a detectable system.

Under 10 employees

Google Analytics

85.5% of band

This band accounts for 977 detected companies and is the most concentrated part of the market, with Google Analytics at 85.5%. The remainder is split across smaller analytics tools rather than a second system with comparable share.

10–50 employees

Google Analytics

80.9% of band

Mid-sized accountancy practices here number 350, and Google Analytics has 80.9%. This segment leaves more room for secondary systems than Under 10 employees, but the split still centres on one default.

Over 50 employees

Google Analytics

54.2% of band

Only 24 detected companies sit in this band, and Google Analytics has 54.2%. A larger minority sits with alternatives than in the smaller bands.

How Analytics usage is detected

Methodology

Company data

Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.

Detection

Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.

Freshness

Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.

Sources

All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.

UK Accounting by Analytics

Accounting Companies Using Google Analytics in the UK Accounting Companies Using MonsterInsights in the UK Accounting Companies Using Microsoft Clarity in the UK

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Frequently asked questions

What is the most-used Analytics among UK accounting companies?

Google Analytics is the most-detected Analytics among UK accounting companies, with 83.7% share (1,131 of 1,351 companies with a detectable system), ahead of MonsterInsights (6.9%) and Microsoft Clarity (6%).

How many UK accounting companies have a detectable Analytics?

1,351 of 35,921 actively-trading UK accounting companies (3.8%) have a Analytics detectable from their public website. The remainder either run systems with no public web footprint or none at all, so detected share figures are a conservative floor.

What is a Analytics?

An Analytics system records and reports how visitors use an accounting company’s website. For UK accounting companies, it helps track traffic sources, page engagement, enquiry paths, and campaign performance across practice websites.

How is Analytics usage detected?

Firmbase crawls the public website of every actively-trading company in this scope and fingerprints the technologies present — scripts, widgets, booking and checkout flows. A company is attributed to a system when that system's signatures are found; systems with no public web footprint are not attributable, which is why every share figure on this page means share of companies with a detectable system.

Which has more UK accounting companies, Google Analytics or MonsterInsights?

Google Analytics: 1,131 detected companies versus 93 for MonsterInsights, of the 1,351 UK accounting companies with a detectable Analytics.

What is the best Analytics for UK accounting companies?

No single Analytics system is identified as best here; the directory reports observed usage rather than recommendations. Among 1,351 UK accounting companies with a detectable Analytics system, Google Analytics has 83.7% (1,131), ahead of MonsterInsights at 6.9% (93), Microsoft Clarity at 6.0% (81), Crazy Egg at 3.3% (44), and Statcounter at 3.1% (42). Google Analytics also has the largest share in every size band: Under 10 employees at 85.5% of 977 companies, 10–50 employees at 80.9% of 350, and Over 50 employees at 54.2% of 24.

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