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Analytics Used by UK B2B Companies: Market Share (2026)

Detected analytics usage across 36,579 UK B2B companies, with Google Analytics accounting for 85.2% of identified installations.

Among 112,345 trading UK B2B companies, 36,579 have a detectable Analytics system, and 36 systems appear in that cohort. Google Analytics is the clear default by usage, with 85.2% share (31,153 companies), followed at some distance by Microsoft Clarity at 6.9% (2,513) and MonsterInsights at 6.4% (2,348).

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Size does not change the order. Google Analytics has the largest share in each band: 86.3% of 24,460 companies under 10 employees, 83.2% of 10,754 companies with 10–50 employees and 80.9% of 1,365 companies over 50 employees.

After the first three systems, the market falls away quickly: Statcounter has 1.3% share (461), Plausible 1.0% (351), TWIPLA 0.9% (338), ExactMetrics 0.8% (290) and Fathom Analytics 0.7% (241). The long tail is sizeable but thinly spread, with 28 further systems covering 1,361 companies.

36,579

B2B with detected Analytics

Of 112,345 UK B2B

32.6%

Detection rate

2026

36

Systems detected

In this category

85.2%

Leader share

Google Analytics

UK B2B Analytics market share

Google Analytics
Microsoft Clarity
MonsterInsights
Statcounter
Plausible
TWIPLA
ExactMetrics
Fathom Analytics
Other (28 systems)

Share of the 36,579 UK B2B with a detectable system. As of June 2026.

Analytics compared

SystemUK B2BShareMedian headcountLondon shareTypical profile
Google Analytics31,15385.2%619.6%Mainstream micro B2B websites
Microsoft Clarity2,5136.9%820.9%Small general B2B websites
MonsterInsights2,3486.4%618.2%Micro B2B websites
Statcounter4611.3%613.7%Micro firms outside London
Plausible3511%729.3%Small London-skewed B2B websites
TWIPLA3380.9%820.1%Small general B2B websites
ExactMetrics2900.8%517.2%Very small B2B websites
Fathom Analytics2410.7%724.5%Small London-skewed B2B websites
Crazy Egg2380.7%725.2%Small London-skewed B2B websites
Contentsquare1860.5%626.3%Micro London-skewed B2B websites
PostHog1790.5%743.6%Small London-heavy B2B firms
Microsoft Power BI1700.5%626.5%Micro London-skewed reporting teams
CallRail1660.5%715.1%Small regional B2B firms
Gauges1590.4%711.3%Small regional B2B websites
PagePulse1590.4%616.4%Micro regional B2B websites
Mouseflow1430.4%820.3%Small general B2B websites
Matomo Analytics1320.4%831.8%Small London-skewed B2B firms
Lucky Orange1300.4%614.6%Micro regional B2B websites
AdvertiserReports890.2%66.7%Micro regional B2B firms
Clicky870.2%529.9%Very small London-skewed websites
Smartlook870.2%631%Micro London-skewed B2B websites
WebSuccess820.2%98.5%Small regional B2B firms
Pendo810.2%728.4%Small London-skewed B2B firms
Burst750.2%618.7%Micro B2B websites
Tableau730.2%743.8%Small London-heavy reporting teams
CallTrackingMetrics710.2%718.3%Small regional B2B firms
Piwik PRO700.2%714.3%Small regional B2B firms
Heap620.2%632.3%Micro London-skewed B2B websites
FullStory610.2%934.4%Small London-skewed B2B firms
Branch560.2%735.7%Small London-heavy B2B firms
Amplitude520.1%746.2%Small London-heavy B2B firms
SiteWit500.1%716%Small regional B2B websites
Mediahawk250.1%——Buy these companies as a spreadsheet →
Adobe Analytics200.1%——Buy these companies as a spreadsheet →
Adjust160%——Buy these companies as a spreadsheet →
AppsFlyer130%——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 B2B with under 10 employees, Google Analytics leads at 86.3% of the 24,460 with a detectable system; among UK B2B with 10–50 employees, Google Analytics leads at 83.2% of the 10,754 with a detectable system; and among UK B2B with over 50 employees, Google Analytics leads at 80.9% of the 1,365 with a detectable system.

Under 10 employees

Google Analytics

86.3% of band

Micro employers make up the largest size band, with 24,460 companies. Google Analytics has 86.3% share, while Microsoft Clarity, MonsterInsights and the smaller systems compete for the remaining visible usage.

10–50 employees

Google Analytics

83.2% of band

The 10–50 employee band contains 10,754 companies with a detectable Analytics system. Google Analytics has 83.2% share, with Microsoft Clarity and MonsterInsights forming the next layer in the overall market.

Over 50 employees

Google Analytics

80.9% of band

Only 1,365 companies sit in the over-50 band, making it the smallest of the three segments. Google Analytics has 80.9% share, lower than in the two smaller bands, leaving more room for the alternatives.

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.

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UK B2B by Analytics

B2B Companies Using Google Analytics in the UKB2B Companies Using Microsoft Clarity in the UKB2B Companies Using MonsterInsights in the UKB2B Companies Using Statcounter in the UKB2B Companies Using Plausible in the UKB2B Companies Using TWIPLA in the UKB2B Companies Using ExactMetrics in the UKB2B Companies Using Crazy Egg in the UKB2B Companies Using Fathom Analytics in the UKB2B Companies Using Contentsquare in the UKB2B Companies Using PostHog in the UKB2B Companies Using Microsoft Power BI in the UKB2B Companies Using CallRail in the UKB2B Companies Using Gauges in the UKB2B Companies Using PagePulse in the UKB2B Companies Using Mouseflow in the UKB2B Companies Using Matomo Analytics in the UKB2B Companies Using Lucky Orange in the UKB2B Companies Using AdvertiserReports in the UKB2B Companies Using Clicky in the UKB2B Companies Using WebSuccess in the UKB2B Companies Using Smartlook in the UKB2B Companies Using Pendo in the UKB2B Companies Using Burst in the UKB2B Companies Using Tableau in the UKB2B Companies Using Piwik PRO in the UKB2B Companies Using CallTrackingMetrics in the UKB2B Companies Using FullStory in the UKB2B Companies Using Heap in the UKB2B Companies Using Branch in the UKB2B Companies Using Amplitude in the UKB2B Companies Using SiteWit in the UK

Related directories

CMS Used by UK B2B Companies: Market Share (2026)Most-Used Analytics by UK Companies (2026)SEO Used by UK B2B Companies: Market Share (2026)Security Used by UK B2B Companies: Market Share (2026)Page builders Used by UK B2B Companies: Market Share (2026)B2B in the UK

Frequently asked questions

What is the most-used Analytics among UK B2B companies?
Google Analytics is the most-detected Analytics among UK B2B companies, with 85.2% share (31,153 of 36,579 companies with a detectable system), ahead of Microsoft Clarity (6.9%) and MonsterInsights (6.4%).
How many UK B2B companies have a detectable Analytics?
36,579 of 112,345 actively-trading UK B2B companies (32.6%) 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 measures how business visitors and prospects interact with a company’s digital channels, usually by collecting page views, events, campaigns and conversion signals. For UK B2B companies, the job is to show which audiences arrive, what they do, and which journeys appear to support sales or retention.
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 B2B companies, Google Analytics or Microsoft Clarity?
Google Analytics: 31,153 detected companies versus 2,513 for Microsoft Clarity, of the 36,579 UK B2B companies with a detectable Analytics.
What is the best Analytics for UK B2B companies?
The ranking reports observed usage rather than recommendations, so there is no single best Analytics system implied. Google Analytics has the largest share in every size band: 86.3% of 24,460 companies under 10 employees, 83.2% of 10,754 companies with 10–50 employees and 80.9% of 1,365 companies over 50 employees. Across 36,579 companies with a detectable Analytics system, Google Analytics has 85.2% share (31,153), ahead of Microsoft Clarity at 6.9% (2,513) and MonsterInsights at 6.4% (2,348).

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