Analytics Used by UK IT Services Companies: Market Share (2026)

Updated June 2026

This page shows detected Analytics market share across 2,268 UK IT services companies, with Google Analytics used by 1,817 detected companies (80.1%).

Among 121,886 trading UK IT services companies, 2,268 have a detectable Analytics system. Google Analytics accounts for 80.1% (1,817) of detected usage, ahead of Microsoft Clarity at 12.7% (287) and MonsterInsights at 6.8% (155).

Google Analytics ranks first in every employee band: 80.9% of 1,473 companies under 10 employees, 78.8% of 737 companies with 10–50 employees, and 75.9% of 58 companies over 50 employees. Its share narrows a little in larger firms, but the hierarchy does not change.

Behind the first three systems, usage fragments quickly. Statcounter and Plausible each sit at 1.8% (41 and 40 companies), Microsoft Power BI has 1.1% (26), Fathom Analytics has 1.1% (24), Tableau has 1.0% (23), and 25 further systems cover 95 companies.

2,268

IT services with detected Analytics

Of 121,886 UK IT services

1.9%

Detection rate

2026

Systems detected

In this category

80.1%

Leader share

Google Analytics

UK IT Services Analytics market share

Microsoft Power BI

Tableau

Other (25 systems)

Share of the 2,268 UK IT Services with a detectable system. As of June 2026.

Analytics compared

System	UK IT Services	Share	Median headcount	London share	Typical profile
Google Analytics	1,817	80.1%	6	24.3%	Six-person median, 80.1% share
Microsoft Clarity	287	12.7%	8	23%	Eight-person median, 12.7% share
MonsterInsights	155	6.8%	5	21.9%	Five-person median, 6.8% share
Statcounter	41	1.8%	—	—	View these companies in Firmbase →
Plausible	40	1.8%	—	—	View these companies in Firmbase →
Microsoft Power BI	26	1.1%	—	—	View these companies in Firmbase →
Fathom Analytics	24	1.1%	—	—	View these companies in Firmbase →
Tableau	23	1%	—	—	View these companies in Firmbase →
Contentsquare	20	0.9%	—	—	View these companies in Firmbase →
Crazy Egg	19	0.8%	—	—	View these companies in Firmbase →
TWIPLA	18	0.8%	—	—	View these companies in Firmbase →
Lucky Orange	16	0.7%	—	—	View these companies in Firmbase →
Matomo Analytics	15	0.7%	—	—	View these companies in Firmbase →
Mouseflow	13	0.6%	—	—	View these companies in Firmbase →
PostHog	13	0.6%	—	—	View these companies in Firmbase →
WebSuccess	10	0.4%	—	—	View these companies in Firmbase →
Gauges	10	0.4%	—	—	View these companies in Firmbase →
CallRail	8	0.4%	—	—	View these companies in Firmbase →
FullStory	8	0.4%	—	—	View these companies in Firmbase →
ExactMetrics	7	0.3%	—	—	View these companies in Firmbase →
Heap	6	0.3%	—	—	View these companies in Firmbase →
Clicky	6	0.3%	—	—	View these companies in Firmbase →
Piwik PRO	5	0.2%	—	—	View these companies in Firmbase →
Pendo	5	0.2%	—	—	View these companies in Firmbase →
Branch	4	0.2%	—	—	View these companies in Firmbase →
Amplitude	4	0.2%	—	—	View these companies in Firmbase →
Burst	4	0.2%	—	—	View these companies in Firmbase →
Smartlook	3	0.1%	—	—	View these companies in Firmbase →
PagePulse	2	0.1%	—	—	View these companies in Firmbase →
CallTrackingMetrics	2	0.1%	—	—	View these companies in Firmbase →
Adobe Analytics	2	0.1%	—	—	View these companies in Firmbase →
Adjust	1	0%	—	—	View these companies in Firmbase →
Mediahawk	1	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

The leading Analytics system shifts with company size: among UK IT Services with under 10 employees, Google Analytics leads at 80.9% of the 1,473 with a detectable system; among UK IT Services with 10–50 employees, Google Analytics leads at 78.8% of the 737 with a detectable system; and among UK IT Services with over 50 employees, Google Analytics leads at 75.9% of the 58 with a detectable system.

Under 10 employees

Google Analytics

80.9% of band

Companies under 10 employees make up 1,473 detected Analytics users, with Google Analytics at 80.9%. The remaining 19.1% is split across other systems rather than forming a close second camp.

10–50 employees

Google Analytics

78.8% of band

At 10–50 employees, 737 companies have a detected Analytics system, and Google Analytics accounts for 78.8%. Competition is spread across the rest of the field, including Microsoft Clarity and MonsterInsights in the wider top three.

Over 50 employees

Google Analytics

75.9% of band

Only 58 companies over 50 employees have a detected Analytics system, so shares are more sensitive to small counts. Google Analytics still ranks first at 75.9%, leaving 24.1% for other systems.

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 IT Services by Analytics

IT Services Companies Using Google Analytics in the UK IT Services Companies Using Microsoft Clarity in the UK IT Services Companies Using MonsterInsights in the UK

Related directories

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Frequently asked questions

What is the most-used Analytics among UK IT services companies?

Google Analytics is the most-detected Analytics among UK IT services companies, with 80.1% share (1,817 of 2,268 companies with a detectable system), ahead of Microsoft Clarity (12.7%) and MonsterInsights (6.8%).

How many UK IT services companies have a detectable Analytics?

2,268 of 121,886 actively-trading UK IT services companies (1.9%) 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 digital activity, usually website visits, events, traffic sources and on-site behaviour. For UK IT services companies, it helps teams understand which channels bring visitors to their sites and where visitors drop out before enquiry or purchase.

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 IT services companies, Google Analytics or Microsoft Clarity?

Google Analytics: 1,817 detected companies versus 287 for Microsoft Clarity, of the 2,268 UK IT services companies with a detectable Analytics.

What is the best Analytics for UK IT services companies?

There is no single recommended Analytics system here; the ranking reports observed usage across 2,268 UK IT services companies with a detectable system. Google Analytics is first overall at 80.1% (1,817) and first in every employee band: Under 10 employees at 80.9% of 1,473 companies, 10–50 employees at 78.8% of 737, and Over 50 employees at 75.9% of 58.

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