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Analytics Used by UK B2C Companies: Market Share (2026)

Detected Analytics usage across 24,325 UK B2C companies, with Google Analytics accounting for 85.0% of identified systems.

Among 84,728 trading UK B2C companies, 24,325 have a detectable Analytics system. Google Analytics has the largest detected share at 85.0% (20,679 companies), followed by Microsoft Clarity at 7.5% (1,830) and MonsterInsights at 5.8% (1,423).

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Company size does not change the ordering. Google Analytics has 86.1% of detected companies in Under 10 employees, 83.5% in 10–50 employees and 79.0% in Over 50 employees, so its share falls with headcount but remains the largest in every band.

Beyond the first three systems, adoption spreads across smaller footprints. TWIPLA and Statcounter each sit at 1.1% (277 and 270 companies), Fathom Analytics reaches 0.9% (207), Plausible 0.7% (164) and ExactMetrics 0.6% (158), while 28 further systems cover 897 companies across 36 detected systems.

24,325

B2C with detected Analytics

Of 84,728 UK B2C

28.7%

Detection rate

2026

36

Systems detected

In this category

85%

Leader share

Google Analytics

UK B2C Analytics market share

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

Share of the 24,325 UK B2C with a detectable system. As of June 2026.

Analytics compared

SystemUK B2CShareMedian headcountLondon shareTypical profile
Google Analytics20,67985%717.2%Median 7-headcount adopters; 85.0% share
Microsoft Clarity1,8307.5%820.1%Median 8-headcount adopters; 7.5% share
MonsterInsights1,4235.8%717.3%Median 7-headcount adopters; 5.8% share
TWIPLA2771.1%718.4%Median 7-headcount adopters; 1.1% share
Statcounter2701.1%611.1%Median 6-headcount adopters; 1.1% share
Fathom Analytics2070.9%812.1%Median 8-headcount adopters; 0.9% share
Plausible1640.7%718.3%Median 7-headcount adopters; 0.7% share
ExactMetrics1580.6%812%Median 8-headcount adopters; 0.6% share
Crazy Egg1550.6%733.5%Median 7-headcount adopters; 0.6% share
AdvertiserReports1540.6%79.1%Median 7-headcount adopters; 0.6% share
CallRail1240.5%725%Median 7-headcount adopters; 0.5% share
Contentsquare1150.5%824.3%Median 8-headcount adopters; 0.5% share
Mouseflow1150.5%823.5%Median 8-headcount adopters; 0.5% share
AppsFlyer890.4%821.3%Median 8-headcount adopters; 0.4% share
Clicky840.3%621.4%Median 6-headcount adopters; 0.3% share
Lucky Orange830.3%715.7%Median 7-headcount adopters; 0.3% share
Branch820.3%928%Median 9-headcount adopters; 0.3% share
PagePulse820.3%620.7%Median 6-headcount adopters; 0.3% share
Gauges740.3%913.5%Median 9-headcount adopters; 0.3% share
PostHog710.3%636.6%Median 6-headcount adopters; 0.3% share
CallTrackingMetrics630.3%719%Median 7-headcount adopters; 0.3% share
FullStory560.2%733.9%Median 7-headcount adopters; 0.2% share
Smartlook540.2%942.6%Median 9-headcount adopters; 0.2% share
SiteWit480.2%——Buy these companies as a spreadsheet →
Mediahawk450.2%——Buy these companies as a spreadsheet →
Amplitude440.2%——Buy these companies as a spreadsheet →
Burst430.2%——Buy these companies as a spreadsheet →
Adjust310.1%——Buy these companies as a spreadsheet →
Microsoft Power BI310.1%——Buy these companies as a spreadsheet →
Pendo310.1%——Buy these companies as a spreadsheet →
Piwik PRO310.1%——Buy these companies as a spreadsheet →
Matomo Analytics280.1%——Buy these companies as a spreadsheet →
Adobe Analytics220.1%——Buy these companies as a spreadsheet →
Heap200.1%——Buy these companies as a spreadsheet →
Tableau80%——Buy these companies as a spreadsheet →
WebSuccess70%——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 B2C with under 10 employees, Google Analytics leads at 86.1% of the 15,652 with a detectable system; among UK B2C with 10–50 employees, Google Analytics leads at 83.5% of the 7,686 with a detectable system; and among UK B2C with over 50 employees, Google Analytics leads at 79% of the 987 with a detectable system.

Under 10 employees

Google Analytics

86.1% of band

Under 10 employees contains 15,652 companies, with Google Analytics at 86.1%. Smaller B2C firms in this band leave a fragmented remainder for other Analytics systems.

10–50 employees

Google Analytics

83.5% of band

10–50 employees covers 7,686 companies, with Google Analytics at 83.5%. Mid-sized B2C operators still leave room for secondary Analytics tools, though no other system displaces the largest one.

Over 50 employees

Google Analytics

79% of band

Over 50 employees has 987 companies, and Google Analytics remains largest at 79.0%. Larger B2C companies appear less concentrated on the largest system than 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.

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UK B2C by Analytics

B2C Companies Using Google Analytics in the UKB2C Companies Using Microsoft Clarity in the UKB2C Companies Using MonsterInsights in the UKB2C Companies Using TWIPLA in the UKB2C Companies Using Statcounter in the UKB2C Companies Using Fathom Analytics in the UKB2C Companies Using Plausible in the UKB2C Companies Using ExactMetrics in the UKB2C Companies Using Crazy Egg in the UKB2C Companies Using AdvertiserReports in the UKB2C Companies Using CallRail in the UKB2C Companies Using Mouseflow in the UKB2C Companies Using Contentsquare in the UKB2C Companies Using AppsFlyer in the UKB2C Companies Using Clicky in the UKB2C Companies Using Branch in the UKB2C Companies Using Lucky Orange in the UKB2C Companies Using PagePulse in the UKB2C Companies Using Gauges in the UKB2C Companies Using PostHog in the UKB2C Companies Using CallTrackingMetrics in the UKB2C Companies Using FullStory in the UKB2C Companies Using Smartlook in the UK

Related directories

Most-Used Analytics by UK Companies (2026)CMS Used by UK B2C Companies: Market Share (2026)Analytics Used by UK B2B Companies: Market Share (2026)CDN Used by UK B2C Companies: Market Share (2026)Security Used by UK B2C Companies: Market Share (2026)B2C in the UK

Frequently asked questions

What is the most-used Analytics among UK B2C companies?
Google Analytics is the most-detected Analytics among UK B2C companies, with 85% share (20,679 of 24,325 companies with a detectable system), ahead of Microsoft Clarity (7.5%) and MonsterInsights (5.8%).
How many UK B2C companies have a detectable Analytics?
24,325 of 84,728 actively-trading UK B2C companies (28.7%) 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 helps UK B2C companies measure visits, behaviour and conversion paths across digital properties. Its job is to turn customer interactions into reporting that marketing, ecommerce and product teams can use for channel measurement, site changes and trading decisions.
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 B2C companies, Google Analytics or Microsoft Clarity?
Google Analytics: 20,679 detected companies versus 1,830 for Microsoft Clarity, of the 24,325 UK B2C companies with a detectable Analytics.
What is the best Analytics for UK B2C companies?
The page is a usage count, not a recommendation. Google Analytics has the largest share in every size band: 86.1% among 15,652 companies in Under 10 employees, 83.5% among 7,686 companies in 10–50 employees and 79.0% among 987 companies in Over 50 employees. Across all 24,325 detected companies, Google Analytics appears at 85.0% (20,679), followed by Microsoft Clarity at 7.5% (1,830) and MonsterInsights at 5.8% (1,423).

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