Analytics Used by UK B2C: Market Share (2026)
Detected Analytics use across 30,300 of 84,622 trading UK B2C companies, with Google Analytics ahead on 89.7% of detected companies.
Among 84,622 trading UK B2C companies, 30,300 have a detectable Analytics system. Google Analytics is present at 89.7% (27,164), followed by Site Kit at 9.0% (2,720), Microsoft Clarity at 6.0% (1,828) and MonsterInsights at 4.7% (1,410).
Read more
Usage is consistent across the three employee bands. Google Analytics leads under 10 employees at 89.9% of 19,225 companies, 10–50 employees at 89.6% of 9,825 companies, and over 50 employees at 86.4% of 1,250 companies.
The tail is wide but thin. PixelYourSite reaches 1.7% (515), TWIPLA 0.9% (274), Statcounter 0.9% (268) and Fathom Analytics 0.7% (206), while 52 further systems cover 1,259 companies.
30,300
B2C with detected Analytics
Of 84,622 UK B2C
35.8%
Detection rate
2026
60
Systems detected
In this category
89.7%
Leader share
Google Analytics
UK B2C Analytics market share
Share of the 30,300 UK B2C with a detectable system. As of June 2026.
Analytics compared
| System | UK B2C | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Google Analytics | 27,164 | 89.7% | 7 | 16.9% | 7-employee median, 89.7% share |
| Site Kit | 2,720 | 9% | 7 | 14.2% | 7-employee median, 9.0% share |
| Microsoft Clarity | 1,828 | 6% | 8 | 19.9% | 8-employee median, 6.0% share |
| MonsterInsights | 1,410 | 4.7% | 7 | 17.2% | 7-employee median, 4.7% share |
| PixelYourSite | 515 | 1.7% | 7 | 17.1% | 7-employee median, 1.7% share |
| TWIPLA | 274 | 0.9% | 7 | 17.9% | 7-employee median, 0.9% share |
| Statcounter | 268 | 0.9% | 6 | 11.2% | 6-employee median, 0.9% share |
| Fathom Analytics | 206 | 0.7% | 8 | 12.1% | 8-employee median, 0.7% share |
| Experian | 183 | 0.6% | 7 | 18% | 7-employee median, 0.6% share |
| Plausible | 163 | 0.5% | 8 | 17.8% | 8-employee median, 0.5% share |
| ExactMetrics | 159 | 0.5% | 8 | 11.9% | 8-employee median, 0.5% share |
| AdvertiserReports | 155 | 0.5% | 7 | 9% | 7-employee median, 0.5% share |
| Crazy Egg | 154 | 0.5% | 7 | 32.5% | 7-employee median, 0.5% share |
| Metricool | 150 | 0.5% | 10 | 18% | 10-employee median, 0.5% share |
| CallRail | 127 | 0.4% | 8 | 24.4% | 8-employee median, 0.4% share |
| Mouseflow | 116 | 0.4% | 8 | 23.3% | 8-employee median, 0.4% share |
| Contentsquare | 112 | 0.4% | 9 | 25% | 9-employee median, 0.4% share |
| Pingdom | 97 | 0.3% | 6 | 24.7% | 6-employee median, 0.3% share |
| AppsFlyer | 90 | 0.3% | 8 | 21.1% | 8-employee median, 0.3% share |
| Clicky | 83 | 0.3% | 6 | 21.7% | 6-employee median, 0.3% share |
| Lucky Orange | 81 | 0.3% | 7 | 14.8% | 7-employee median, 0.3% share |
| PagePulse | 80 | 0.3% | 6 | 20% | 6-employee median, 0.3% share |
| Comscore | 72 | 0.2% | 7 | 27.8% | 7-employee median, 0.2% share |
| Gauges | 72 | 0.2% | 9 | 13.9% | 9-employee median, 0.2% share |
| PostHog | 72 | 0.2% | 6 | 34.7% | 6-employee median, 0.2% share |
| Lotame | 72 | 0.2% | 7 | 15.3% | 7-employee median, 0.2% share |
| Dynatrace | 68 | 0.2% | 5 | 26.5% | 5-employee median, 0.2% share |
| CallTrackingMetrics | 63 | 0.2% | 6 | 19% | 6-employee median, 0.2% share |
| Quantcast | 60 | 0.2% | 8 | 18.3% | 8-employee median, 0.2% share |
| FullStory | 58 | 0.2% | 7 | 34.5% | 7-employee median, 0.2% share |
| Snowplow Analytics | 54 | 0.2% | 6 | 20.4% | 6-employee median, 0.2% share |
| Smartlook | 52 | 0.2% | 9 | 42.3% | 9-employee median, 0.2% share |
| SiteWit | 48 | 0.2% | — | — | View these companies in Firmbase → |
| Mediahawk | 45 | 0.1% | — | — | View these companies in Firmbase → |
| ResponseTap | 43 | 0.1% | — | — | View these companies in Firmbase → |
| Burst | 43 | 0.1% | — | — | View these companies in Firmbase → |
| Amplitude | 43 | 0.1% | — | — | View these companies in Firmbase → |
| Mux | 36 | 0.1% | — | — | View these companies in Firmbase → |
| Lead Forensics | 35 | 0.1% | — | — | View these companies in Firmbase → |
| Adjust | 35 | 0.1% | — | — | View these companies in Firmbase → |
| Pendo | 31 | 0.1% | — | — | View these companies in Firmbase → |
| Microsoft Power BI | 31 | 0.1% | — | — | View these companies in Firmbase → |
| Piwik PRO | 31 | 0.1% | — | — | View these companies in Firmbase → |
| Leadfeeder | 29 | 0.1% | — | — | View these companies in Firmbase → |
| Azure Monitor | 28 | 0.1% | — | — | View these companies in Firmbase → |
| Matomo Analytics | 26 | 0.1% | — | — | View these companies in Firmbase → |
| Adobe Analytics | 22 | 0.1% | — | — | View these companies in Firmbase → |
| Heap | 20 | 0.1% | — | — | View these companies in Firmbase → |
| Quotemedia | 16 | 0.1% | — | — | View these companies in Firmbase → |
| ZoomInfo | 14 | 0% | — | — | View these companies in Firmbase → |
| GatorLeads | 13 | 0% | — | — | View these companies in Firmbase → |
| Snitcher | 9 | 0% | — | — | View these companies in Firmbase → |
| CANDDi | 8 | 0% | — | — | View these companies in Firmbase → |
| Tableau | 8 | 0% | — | — | View these companies in Firmbase → |
| Zipkin | 8 | 0% | — | — | View these companies in Firmbase → |
| WebSuccess | 7 | 0% | — | — | View these companies in Firmbase → |
| Visitor Queue | 5 | 0% | — | — | View these companies in Firmbase → |
| Whoisvisiting | 5 | 0% | — | — | View these companies in Firmbase → |
| Leadinfo | 4 | 0% | — | — | View these companies in Firmbase → |
| IPTrack.io | 2 | 0% | — | — | 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
89.9% of band
Under 10 employees covers 19,225 companies, with Google Analytics leading at 89.9%. The competing set is mostly secondary usage around Site Kit, Microsoft Clarity, MonsterInsights and smaller analytics tools.
10–50 employees
89.6% of band
The 10–50 employee band covers 9,825 companies and remains highly concentrated, with Google Analytics at 89.6%. Competition sits around website plugins, behaviour analytics and reporting tools rather than a single close challenger.
Over 50 employees
86.4% of band
Over 50 employees covers 1,250 companies and has the lowest Google Analytics leader share of the three bands at 86.4%. The market still centres on Google Analytics, with more room for specialist analytics, behaviour tracking and monitoring systems.
How Analytics usage is detected
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 B2C by Analytics
Related directories
Frequently asked questions
What is the most-used Analytics among UK B2C companies?
How many UK B2C companies have a detectable Analytics?
What is a Analytics?
How is Analytics usage detected?
Which has more UK B2C companies, Google Analytics or Site Kit?
What is the best Analytics for UK B2C companies?
Push these 30,300 companies into your pipeline.
Find the right decision-makers, see verified company data, and export your list in seconds.