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Analytics Used by UK B2B: Market Share (2026)

Detected Analytics usage spans 45,567 of 112,445 trading UK B2B companies, with Google Analytics present at 89.4% of detected companies.

Across 112,445 trading UK B2B companies in 2026, 45,567 have a detectable Analytics system. Google Analytics is the default across that visible market, appearing at 40,735 companies and 89.4% of detected usage; Site Kit follows at 4,673 companies and 10.3%, with Microsoft Clarity at 2,513 companies and 5.5% and MonsterInsights at 2,355 companies and 5.2%.

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Headcount splits do not change the first-ranked system. Google Analytics accounts for 89.9% of 30,005 companies under 10 employees, 88.9% of 13,742 companies with 10–50 employees, and 85.2% of 1,820 companies over 50 employees.

After the first four systems, usage fragments into a long tail. Leadfeeder covers 664 companies and 1.5%, Lead Forensics 649 and 1.4%, Statcounter 465 and 1.0%, and Plausible 353 and 0.8%; 53 further systems cover 2,286 companies between them.

45,609

B2B with detected Analytics

Of 112,514 UK B2B

40.5%

Detection rate

2026

61

Systems detected

In this category

89.4%

Leader share

Google Analytics

UK B2B Analytics market share

Google Analytics
Site Kit
Microsoft Clarity
MonsterInsights
Leadfeeder
Lead Forensics
Statcounter
Plausible
Other (53 systems)

Share of the 45,609 UK B2B with a detectable system. As of June 2026.

Analytics compared

SystemUK B2BShareMedian headcountLondon shareTypical profile
Google Analytics40,78889.4%619.3%6-person median, 89.4% share
Site Kit4,67310.2%617.5%6-person median, 10.3% share
Microsoft Clarity2,5175.5%821%8-person median, 5.5% share
MonsterInsights2,3575.2%618.4%6-person median, 5.2% share
Leadfeeder6631.5%726.8%7-person median, 1.5% share
Lead Forensics6501.4%618%6-person median, 1.4% share
Statcounter4641%613.6%6-person median, 1.0% share
Plausible3510.8%729.9%7-person median, 0.8% share
TWIPLA3370.7%820.2%8-person median, 0.7% share
ExactMetrics2880.6%517.4%5-person median, 0.6% share
PixelYourSite2600.6%618.1%6-person median, 0.6% share
Crazy Egg2430.5%725.1%7-person median, 0.5% share
Fathom Analytics2410.5%724.9%7-person median, 0.5% share
Metricool2210.5%914.5%9-person median, 0.5% share
Snitcher2180.5%921.1%9-person median, 0.5% share
Contentsquare1840.4%626.1%6-person median, 0.4% share
ZoomInfo1810.4%732.6%6-person median, 0.4% share
PostHog1790.4%744.1%7-person median, 0.4% share
Experian1760.4%618.2%6-person median, 0.4% share
Pingdom1710.4%619.9%6-person median, 0.4% share
Microsoft Power BI1700.4%626.5%6-person median, 0.4% share
CallRail1660.4%815.7%8-person median, 0.4% share
PagePulse1600.4%616.3%6-person median, 0.4% share
Gauges1590.3%711.9%7-person median, 0.3% share
Mux1560.3%839.7%7-person median, 0.3% share
Leadinfo1560.3%718.6%7-person median, 0.3% share
Mouseflow1430.3%820.3%8-person median, 0.3% share
IPTrack.io1340.3%99%9-person median, 0.3% share
Matomo Analytics1310.3%832.1%8-person median, 0.3% share
Lucky Orange1280.3%614.8%6-person median, 0.3% share
CANDDi1040.2%1112.5%11-person median, 0.2% share
AdvertiserReports900.2%66.7%6-person median, 0.2% share
Clicky870.2%529.9%4-person median, 0.2% share
Smartlook870.2%631%6-person median, 0.2% share
Albacross860.2%1133.7%11-person median, 0.2% share
Quantcast840.2%813.1%8-person median, 0.2% share
WebSuccess830.2%88.4%8-person median, 0.2% share
Pendo820.2%730.5%7-person median, 0.2% share
Burst760.2%618.4%6-person median, 0.2% share
Visitor Queue750.2%818.7%8-person median, 0.2% share
GatorLeads740.2%625.7%7-person median, 0.2% share
Tableau730.2%743.8%7-person median, 0.2% share
Piwik PRO700.2%714.3%7-person median, 0.2% share
CallTrackingMetrics700.2%718.6%7-person median, 0.2% share
Snowplow Analytics690.2%611.6%6-person median, 0.2% share
Whoisvisiting680.1%516.2%5-person median, 0.1% share
FullStory630.1%934.9%9-person median, 0.1% share
Heap620.1%733.9%7-person median, 0.1% share
Azure Monitor590.1%233.9%2-person median, 0.1% share
Comscore580.1%739.7%7-person median, 0.1% share
Dynatrace530.1%330.2%3-person median, 0.1% share
Amplitude520.1%744.2%7-person median, 0.1% share
SiteWit500.1%716%—
Quotemedia400.1%——View these companies in Firmbase →
ResponseTap280.1%——View these companies in Firmbase →
Lotame260.1%——View these companies in Firmbase →
Mediahawk240.1%——View these companies in Firmbase →
Adobe Analytics190%——View these companies in Firmbase →
Adjust180%——View these companies in Firmbase →
AppsFlyer140%——View these companies in Firmbase →
Zipkin30%——View these companies in Firmbase →

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

Market leader by size

Under 10 employees

Google Analytics

89.9% of band

The under-10 band covers 30,005 companies in 2026, mostly micro and small employers by headcount. Google Analytics accounts for 89.9%, leaving the remainder spread across other Analytics systems.

10–50 employees

Google Analytics

89% of band

The 10–50 employee band covers 13,742 companies in 2026 and looks close to the under-10 market in system choice. Google Analytics accounts for 88.9%, with alternative systems sharing the rest.

Over 50 employees

Google Analytics

85.1% of band

The over-50 employee band is smaller at 1,820 companies in 2026, but the first-ranked system is unchanged. Google Analytics accounts for 85.2%, below its share in the two 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.

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

UK B2B by Analytics

B2B Using Google Analytics in the UKB2B Using Site Kit in the UKB2B Using Microsoft Clarity in the UKB2B Using MonsterInsights in the UKB2B Using Leadfeeder in the UKB2B Using Lead Forensics in the UKB2B Using Statcounter in the UKB2B Using Plausible in the UKB2B Using TWIPLA in the UKB2B Using ExactMetrics in the UKB2B Using PixelYourSite in the UKB2B Using Crazy Egg in the UKB2B Using Fathom Analytics in the UKB2B Using Metricool in the UKB2B Using Snitcher in the UKB2B Using Contentsquare in the UKB2B Using ZoomInfo in the UKB2B Using PostHog in the UKB2B Using Experian in the UKB2B Using Microsoft Power BI in the UKB2B Using Pingdom in the UKB2B Using CallRail in the UKB2B Using Gauges in the UKB2B Using PagePulse in the UKB2B Using Leadinfo in the UKB2B Using Mux in the UKB2B Using Mouseflow in the UKB2B Using IPTrack.io in the UKB2B Using Matomo Analytics in the UKB2B Using Lucky Orange in the UKB2B Using CANDDi in the UKB2B Using AdvertiserReports in the UKB2B Using Clicky in the UKB2B Using Albacross in the UKB2B Using WebSuccess in the UKB2B Using Quantcast in the UKB2B Using Smartlook in the UKB2B Using Pendo in the UKB2B Using Burst in the UKB2B Using Visitor Queue in the UKB2B Using Tableau in the UKB2B Using GatorLeads in the UKB2B Using CallTrackingMetrics in the UKB2B Using Piwik PRO in the UKB2B Using Whoisvisiting in the UKB2B Using FullStory in the UKB2B Using Heap in the UKB2B Using Comscore in the UKB2B Using Azure Monitor in the UKB2B Using Amplitude in the UKB2B Using Dynatrace in the UK

Related directories

CMS Used by UK B2B: Market Share (2026)Most-Used Analytics by UK Companies (2026)SEO Used by UK B2B: Market Share (2026)Security Used by UK B2B: Market Share (2026)Page builders Used by UK B2B: 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 89.4% share (40,788 of 45,609 companies with a detectable system), ahead of Site Kit (10.2%) and Microsoft Clarity (5.5%).
How many UK B2B companies have a detectable Analytics?
45,609 of 112,514 actively-trading UK B2B companies (40.5%) 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 website and digital-journey activity for UK B2B companies, turning visits, referrals, events and conversions into reporting for marketing, sales and product teams. It helps firms see which channels bring prospects, where visitors drop out, and which content or campaigns are associated with enquiries.
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 Site Kit?
Google Analytics: 40,788 detected companies versus 4,673 for Site Kit, of the 45,609 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 it does not identify a single best Analytics system. In 2026, Google Analytics accounts for the largest share in every headcount band: 89.9% of 30,005 companies under 10 employees, 88.9% of 13,742 companies with 10–50 employees, and 85.2% of 1,820 companies over 50 employees.

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