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

Updated June 2026

This directory shows detected Analytics usage across 1,398 of 2,968 trading UK data analytics companies, with Google Analytics accounting for 78.0% of detected companies.

Among 2,968 trading UK data analytics companies, 1,398 have a visible Analytics system. Google Analytics accounts for 1,091 companies, or 78.0% of visible usage, across a 34-system field.

Size does not change the first-choice pattern. Google Analytics has the largest share in every employment band: 77.5% of 880 companies under 10 employees, 79.1% of 483 companies with 10–50 employees, and 77.1% of 35 companies over 50 employees.

The next tier is much smaller. Microsoft Clarity appears at 11.7% (163 companies), followed by MonsterInsights at 3.9% (55), PostHog at 3.3% (46), Plausible at 2.6% (37), Microsoft Power BI at 2.3% (32), Tableau at 2.1% (29), FullStory at 1.6% (22), with 26 further systems covering 85 companies.

1,398

data analytics with detected Analytics

Of 2,968 UK data analytics

47.1%

Detection rate

2026

Systems detected

In this category

78%

Leader share

Google Analytics

UK Data Analytics Analytics market share

Microsoft Power BI

Tableau

FullStory

Other (26 systems)

Share of the 1,398 UK Data Analytics with a detectable system. As of June 2026.

Analytics compared

System	UK Data Analytics	Share	Median headcount	London share	Typical profile
Google Analytics	1,091	78%	6	40%	Six-person median, broad usage
Microsoft Clarity	163	11.7%	7	46%	Seven-person median, London-skewing usage
MonsterInsights	55	3.9%	7	29.1%	Seven-person median, lower London share
PostHog	46	3.3%	—	—	View these companies in Firmbase →
Plausible	37	2.6%	—	—	View these companies in Firmbase →
Microsoft Power BI	32	2.3%	—	—	View these companies in Firmbase →
Tableau	29	2.1%	—	—	View these companies in Firmbase →
FullStory	22	1.6%	—	—	View these companies in Firmbase →
Fathom Analytics	20	1.4%	—	—	View these companies in Firmbase →
Contentsquare	19	1.4%	—	—	View these companies in Firmbase →
Amplitude	18	1.3%	—	—	View these companies in Firmbase →
Crazy Egg	18	1.3%	—	—	View these companies in Firmbase →
Pendo	17	1.2%	—	—	View these companies in Firmbase →
Matomo Analytics	16	1.1%	—	—	View these companies in Firmbase →
Mouseflow	16	1.1%	—	—	View these companies in Firmbase →
Heap	15	1.1%	—	—	View these companies in Firmbase →
Statcounter	13	0.9%	—	—	View these companies in Firmbase →
Smartlook	12	0.9%	—	—	View these companies in Firmbase →
Branch	9	0.6%	—	—	View these companies in Firmbase →
Lucky Orange	9	0.6%	—	—	View these companies in Firmbase →
Adjust	8	0.6%	—	—	View these companies in Firmbase →
Adobe Analytics	6	0.4%	—	—	View these companies in Firmbase →
AppsFlyer	6	0.4%	—	—	View these companies in Firmbase →
TWIPLA	5	0.4%	—	—	View these companies in Firmbase →
Clicky	4	0.3%	—	—	View these companies in Firmbase →
WebSuccess	3	0.2%	—	—	View these companies in Firmbase →
Gauges	3	0.2%	—	—	View these companies in Firmbase →
Burst	2	0.1%	—	—	View these companies in Firmbase →
CallRail	2	0.1%	—	—	View these companies in Firmbase →
SiteWit	1	0.1%	—	—	View these companies in Firmbase →
AdvertiserReports	1	0.1%	—	—	View these companies in Firmbase →
Mediahawk	1	0.1%	—	—	View these companies in Firmbase →
Piwik PRO	1	0.1%	—	—	View these companies in Firmbase →
CallTrackingMetrics	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 Data Analytics with under 10 employees, Google Analytics leads at 77.5% of the 880 with a detectable system; among UK Data Analytics with 10–50 employees, Google Analytics leads at 79.1% of the 483 with a detectable system; and among UK Data Analytics with over 50 employees, Google Analytics leads at 77.1% of the 35 with a detectable system.

Under 10 employees

Google Analytics

77.5% of band

Small teams form the bulk of visible usage, with 880 companies in the band and Google Analytics at 77.5%. Other systems compete for the remaining share across a 34-system field, including 26 further systems covering 85 companies overall.

10–50 employees

Google Analytics

79.1% of band

Mid-sized data analytics companies account for 483 visible Analytics users, and Google Analytics takes 79.1%. The band sits close to the overall 78.0% share, while Microsoft Clarity at 11.7% overall and MonsterInsights at 3.9% overall remain minority options.

Over 50 employees

Google Analytics

77.1% of band

Larger employers are a small part of the visible base, with 35 companies over 50 employees and Google Analytics at 77.1%. The limited band size leaves little room for a separate enterprise pattern; the wider cohort shows Microsoft Clarity at 11.7%, Microsoft Power BI at 2.3% and Tableau at 2.1%.

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 Data Analytics by Analytics

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

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Frequently asked questions

What is the most-used Analytics among UK data analytics companies?

Google Analytics is the most-detected Analytics among UK data analytics companies, with 78% share (1,091 of 1,398 companies with a detectable system), ahead of Microsoft Clarity (11.7%) and MonsterInsights (3.9%).

How many UK data analytics companies have a detectable Analytics?

1,398 of 2,968 actively-trading UK data analytics companies (47.1%) 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 collects and reports activity signals, such as visits, interactions and conversion paths, so UK data analytics companies can understand how users behave. For this scope, it is the measurement layer attached to websites, products or reporting workflows rather than the company’s own analytics service.

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 data analytics companies, Google Analytics or Microsoft Clarity?

Google Analytics: 1,091 detected companies versus 163 for Microsoft Clarity, of the 1,398 UK data analytics companies with a detectable Analytics.

What is the best Analytics for UK data analytics companies?

The ranking publishes usage figures rather than recommendations, so “best” depends on the job, budget and measurement model. Google Analytics has the largest visible share in each band: 77.5% of 880 companies under 10 employees, 79.1% of 483 companies with 10–50 employees, and 77.1% of 35 companies over 50 employees.

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