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

Updated June 2026

Detected analytics use across 1,071 UK bookkeeping companies, with Google Analytics appearing on 83.7% of detected company websites.

Among 16,981 trading UK bookkeeping companies, 1,071 have a detectable Analytics system. Google Analytics accounts for most observed usage at 83.7% (896), leaving a small second tier led by MonsterInsights at 6.8% (73) and Microsoft Clarity at 5.7% (61).

The pattern holds across employee bands. Google Analytics leads among Under 10 employees with 84.9% of 790 companies, among 10–50 employees with 81.6% of 266 companies, and among Over 50 employees with 53.3% of 15 companies.

The long tail is fragmented rather than absent. Crazy Egg appears at 3.5% (38), Statcounter at 3.3% (35), TWIPLA at 1.1% (12), while Piwik PRO and CallRail each sit at 0.7% (8); another 21 systems cover 34 companies between them.

1,071

bookkeeping with detected Analytics

Of 16,981 UK bookkeeping

6.3%

Detection rate

2026

Systems detected

In this category

83.7%

Leader share

Google Analytics

UK Bookkeeping Analytics market share

Piwik PRO

Other (21 systems)

Share of the 1,071 UK Bookkeeping with a detectable system. As of June 2026.

Analytics compared

System	UK Bookkeeping	Share	Median headcount	London share	Typical profile
Google Analytics	896	83.7%	6	20.8%	Six-person practices, mainstream usage
MonsterInsights	73	6.8%	5	12.3%	Five-person practices, small installed base
Microsoft Clarity	61	5.7%	8	27.9%	Eight-person practices, London-skewed adoption
Crazy Egg	38	3.5%	—	—	View these companies in Firmbase →
Statcounter	35	3.3%	—	—	View these companies in Firmbase →
TWIPLA	12	1.1%	—	—	View these companies in Firmbase →
Piwik PRO	8	0.7%	—	—	View these companies in Firmbase →
CallRail	8	0.7%	—	—	View these companies in Firmbase →
Plausible	8	0.7%	—	—	View these companies in Firmbase →
ExactMetrics	7	0.7%	—	—	View these companies in Firmbase →
AdvertiserReports	6	0.6%	—	—	View these companies in Firmbase →
PagePulse	4	0.4%	—	—	View these companies in Firmbase →
Contentsquare	4	0.4%	—	—	View these companies in Firmbase →
Gauges	4	0.4%	—	—	View these companies in Firmbase →
Smartlook	4	0.4%	—	—	View these companies in Firmbase →
Fathom Analytics	4	0.4%	—	—	View these companies in Firmbase →
Branch	3	0.3%	—	—	View these companies in Firmbase →
SiteWit	3	0.3%	—	—	View these companies in Firmbase →
Pendo	2	0.2%	—	—	View these companies in Firmbase →
Mediahawk	2	0.2%	—	—	View these companies in Firmbase →
Mouseflow	2	0.2%	—	—	View these companies in Firmbase →
Clicky	2	0.2%	—	—	View these companies in Firmbase →
CallTrackingMetrics	2	0.2%	—	—	View these companies in Firmbase →
Tableau	2	0.2%	—	—	View these companies in Firmbase →
Microsoft Power BI	1	0.1%	—	—	View these companies in Firmbase →
Heap	1	0.1%	—	—	View these companies in Firmbase →
FullStory	1	0.1%	—	—	View these companies in Firmbase →
Amplitude	1	0.1%	—	—	View these companies in Firmbase →
PostHog	1	0.1%	—	—	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

The leading Analytics system shifts with company size: among UK Bookkeeping with under 10 employees, Google Analytics leads at 84.9% of the 790 with a detectable system; among UK Bookkeeping with 10–50 employees, Google Analytics leads at 81.6% of the 266 with a detectable system; and among UK Bookkeeping with over 50 employees, Google Analytics leads at 53.3% of the 15 with a detectable system.

Under 10 employees

Google Analytics

84.9% of band

This is the largest detected band, with 790 companies and Google Analytics on 84.9%. Smaller bookkeeping practices appear to cluster around the default web-measurement stack, with only limited space for secondary tools.

10–50 employees

Google Analytics

81.6% of band

The 10–50 employees band contains 266 companies, and Google Analytics still leads with 81.6%. Competitors appear in the margins rather than as a separate mid-market standard.

Over 50 employees

Google Analytics

53.3% of band

Only 15 detected companies sit in the Over 50 employees band, so shares are more exposed to small-count effects. Google Analytics remains ahead at 53.3%, but the band is less concentrated than the smaller-company segments.

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 Bookkeeping by Analytics

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

Related directories

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Frequently asked questions

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

Google Analytics is the most-detected Analytics among UK bookkeeping companies, with 83.7% share (896 of 1,071 companies with a detectable system), ahead of MonsterInsights (6.8%) and Microsoft Clarity (5.7%).

How many UK bookkeeping companies have a detectable Analytics?

1,071 of 16,981 actively-trading UK bookkeeping companies (6.3%) 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 visits, traffic sources, and on-site behaviour for UK bookkeeping companies. Its job is usually to show how prospects find service pages, which channels generate enquiries, and where visitors drop out before contacting the firm. Across this market, 1,071 of 16,981 trading UK bookkeeping companies have a detectable Analytics system, spanning 29 systems.

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 bookkeeping companies, Google Analytics or MonsterInsights?

Google Analytics: 896 detected companies versus 73 for MonsterInsights, of the 1,071 UK bookkeeping companies with a detectable Analytics.

What is the best Analytics for UK bookkeeping companies?

This page reports observed usage rather than making a recommendation. Google Analytics leads every employee band: 84.9% of 790 companies under 10 employees, 81.6% of 266 companies with 10–50 employees, and 53.3% of 15 companies over 50 employees. Across all detected UK bookkeeping companies, Google Analytics accounts for 83.7% (896), followed by MonsterInsights at 6.8% (73) and Microsoft Clarity at 5.7% (61).

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