Analytics Used by UK Marketing Agency Companies: Market Share (2026)

Updated June 2026

Among 2,386 UK marketing agency companies with a detectable analytics system, Google Analytics leads with 82.4% market share.

Around 56,295 UK marketing agency companies are trading, with 2,386 showing a detectable Analytics system. Google Analytics accounts for 82.4% of detected use, or 1,966 companies, leaving the rest of the market split across 34 other systems.

Microsoft Clarity is the nearest alternative at 10.1% and 241 companies, followed by MonsterInsights at 6.1% and 145 companies. Smaller shares sit with Plausible at 1.9%, Statcounter at 1.5%, Crazy Egg at 1.4%, Fathom Analytics at 1.3%, and Contentsquare at 1.0%.

Google Analytics leads every employee band: 85.4% among Under 10 employees, 76.5% among 10–50 employees, and 73.8% among Over 50 employees. The long tail is wide rather than deep, with 27 further systems covering 92 companies.

2,386

marketing agency with detected Analytics

Of 56,295 UK marketing agency

4.2%

Detection rate

2026

Systems detected

In this category

82.4%

Leader share

Google Analytics

UK Marketing Agency Analytics market share

Other (27 systems)

Share of the 2,386 UK Marketing Agency with a detectable system. As of June 2026.

Analytics compared

System	UK Marketing Agency	Share	Median headcount	London share	Typical profile
Google Analytics	1,966	82.4%	6	30.5%	Small agencies, broad default use
Microsoft Clarity	241	10.1%	9	28.6%	Slightly larger agency teams
MonsterInsights	145	6.1%	6	26.2%	Small agencies, publisher-style reporting
Plausible	46	1.9%	—	—	View these companies in Firmbase →
Statcounter	36	1.5%	—	—	View these companies in Firmbase →
Crazy Egg	34	1.4%	—	—	View these companies in Firmbase →
Fathom Analytics	31	1.3%	—	—	View these companies in Firmbase →
Contentsquare	24	1%	—	—	View these companies in Firmbase →
Gauges	19	0.8%	—	—	View these companies in Firmbase →
PostHog	16	0.7%	—	—	View these companies in Firmbase →
ExactMetrics	16	0.7%	—	—	View these companies in Firmbase →
TWIPLA	15	0.6%	—	—	View these companies in Firmbase →
Matomo Analytics	12	0.5%	—	—	View these companies in Firmbase →
Mouseflow	11	0.5%	—	—	View these companies in Firmbase →
Smartlook	10	0.4%	—	—	View these companies in Firmbase →
Lucky Orange	10	0.4%	—	—	View these companies in Firmbase →
CallRail	9	0.4%	—	—	View these companies in Firmbase →
Tableau	8	0.3%	—	—	View these companies in Firmbase →
Heap	8	0.3%	—	—	View these companies in Firmbase →
WebSuccess	7	0.3%	—	—	View these companies in Firmbase →
Amplitude	7	0.3%	—	—	View these companies in Firmbase →
FullStory	7	0.3%	—	—	View these companies in Firmbase →
Microsoft Power BI	7	0.3%	—	—	View these companies in Firmbase →
Pendo	7	0.3%	—	—	View these companies in Firmbase →
CallTrackingMetrics	6	0.3%	—	—	View these companies in Firmbase →
Branch	6	0.3%	—	—	View these companies in Firmbase →
Piwik PRO	6	0.3%	—	—	View these companies in Firmbase →
Clicky	5	0.2%	—	—	View these companies in Firmbase →
Mediahawk	2	0.1%	—	—	View these companies in Firmbase →
AdvertiserReports	2	0.1%	—	—	View these companies in Firmbase →
Adjust	2	0.1%	—	—	View these companies in Firmbase →
SiteWit	1	0%	—	—	View these companies in Firmbase →
PagePulse	1	0%	—	—	View these companies in Firmbase →
AppsFlyer	1	0%	—	—	View these companies in Firmbase →
Adobe Analytics	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 Marketing Agency with under 10 employees, Google Analytics leads at 85.4% of the 1,602 with a detectable system; among UK Marketing Agency with 10–50 employees, Google Analytics leads at 76.5% of the 719 with a detectable system; and among UK Marketing Agency with over 50 employees, Google Analytics leads at 73.8% of the 65 with a detectable system.

Under 10 employees

Google Analytics

85.4% of band

Smaller agencies make up 1,602 detected companies in this market. Google Analytics leads with 85.4%, while alternatives compete for relatively narrow specialist or secondary-use positions.

10–50 employees

Google Analytics

76.5% of band

The 10–50 employees band contains 719 detected companies, with Google Analytics still ahead at 76.5%. Microsoft Clarity and MonsterInsights are more visible here than most smaller systems, but the market remains concentrated.

Over 50 employees

Google Analytics

73.8% of band

Larger agencies account for 65 detected companies, and Google Analytics leads at 73.8%. The smaller band size leaves less room for a broad challenger set, though mixed analytics stacks are more plausible at this end of the market.

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 Marketing Agency by Analytics

Marketing Agency Companies Using Google Analytics in the UK Marketing Agency Companies Using Microsoft Clarity in the UK Marketing Agency Companies Using MonsterInsights in the UK

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Frequently asked questions

What is the most-used Analytics among UK marketing agency companies?

Google Analytics is the most-detected Analytics among UK marketing agency companies, with 82.4% share (1,966 of 2,386 companies with a detectable system), ahead of Microsoft Clarity (10.1%) and MonsterInsights (6.1%).

How many UK marketing agency companies have a detectable Analytics?

2,386 of 56,295 actively-trading UK marketing agency companies (4.2%) 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 how users find, navigate and convert on a company’s website or digital properties. For UK marketing agency companies, it typically supports campaign reporting, client performance analysis and decisions about content, acquisition channels and conversion paths.

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 marketing agency companies, Google Analytics or Microsoft Clarity?

Google Analytics: 1,966 detected companies versus 241 for Microsoft Clarity, of the 2,386 UK marketing agency companies with a detectable Analytics.

What is the best Analytics for UK marketing agency companies?

This page reports observed usage, not product recommendations. Google Analytics leads every employee band shown: 85.4% of 1,602 companies under 10 employees, 76.5% of 719 companies with 10–50 employees, and 73.8% of 65 companies over 50 employees.

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