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

Updated June 2026

Detected Analytics usage across 2,569 of 39,965 trading UK SaaS companies, with Google Analytics at 78.8% of detections in 2024.

Among 39,965 trading UK SaaS companies, 2,569 have a detectable Analytics system. Google Analytics accounts for 78.8% of detected use, or 2,024 companies, across 36 systems detected.

The same pattern holds by headcount. Under 10 employees includes 1,647 detected companies, with Google Analytics at 78.8%; 10–50 employees includes 848, with Google Analytics at 78.5%; Over 50 employees includes 74, with Google Analytics at 81.1%.

Microsoft Clarity is the next largest system at 11.8%, or 302 companies. PostHog covers 4.5% (116), MonsterInsights 3.5% (89), Plausible 2.3% (58), Pendo 1.6% (42), Microsoft Power BI 1.5% (38), and Amplitude 1.5% (38), while 28 further systems cover 192 companies.

2,569

SaaS with detected Analytics

Of 39,965 UK SaaS

6.4%

Detection rate

2026

Systems detected

In this category

78.8%

Leader share

Google Analytics

UK SaaS Analytics market share

Pendo

Microsoft Power BI

Amplitude

Other (28 systems)

Share of the 2,569 UK SaaS with a detectable system. As of June 2026.

Analytics compared

System	UK SaaS	Share	Median headcount	London share	Typical profile
Google Analytics	2,024	78.8%	6	35.9%	Small SaaS, broad market default
Microsoft Clarity	302	11.8%	7	39.1%	Small SaaS, second-share analytics
PostHog	116	4.5%	6	51.7%	Small, London-weighted SaaS users
MonsterInsights	89	3.5%	7	28.1%	Small SaaS, lower London share
Plausible	58	2.3%	7	46.6%	Small, London-weighted SaaS niche
Pendo	42	1.6%	—	—	View these companies in Firmbase →
Microsoft Power BI	38	1.5%	—	—	View these companies in Firmbase →
Amplitude	38	1.5%	—	—	View these companies in Firmbase →
Fathom Analytics	38	1.5%	—	—	View these companies in Firmbase →
FullStory	36	1.4%	—	—	View these companies in Firmbase →
Heap	31	1.2%	—	—	View these companies in Firmbase →
Statcounter	29	1.1%	—	—	View these companies in Firmbase →
Matomo Analytics	29	1.1%	—	—	View these companies in Firmbase →
Mouseflow	28	1.1%	—	—	View these companies in Firmbase →
Contentsquare	28	1.1%	—	—	View these companies in Firmbase →
Tableau	27	1.1%	—	—	View these companies in Firmbase →
Crazy Egg	27	1.1%	—	—	View these companies in Firmbase →
Branch	18	0.7%	—	—	View these companies in Firmbase →
Smartlook	18	0.7%	—	—	View these companies in Firmbase →
Lucky Orange	15	0.6%	—	—	View these companies in Firmbase →
AppsFlyer	13	0.5%	—	—	View these companies in Firmbase →
Adjust	12	0.5%	—	—	View these companies in Firmbase →
Clicky	12	0.5%	—	—	View these companies in Firmbase →
TWIPLA	10	0.4%	—	—	View these companies in Firmbase →
Gauges	10	0.4%	—	—	View these companies in Firmbase →
WebSuccess	9	0.4%	—	—	View these companies in Firmbase →
CallRail	5	0.2%	—	—	View these companies in Firmbase →
Adobe Analytics	5	0.2%	—	—	View these companies in Firmbase →
Piwik PRO	4	0.2%	—	—	View these companies in Firmbase →
Mediahawk	3	0.1%	—	—	View these companies in Firmbase →
SiteWit	2	0.1%	—	—	View these companies in Firmbase →
Burst	2	0.1%	—	—	View these companies in Firmbase →
AdvertiserReports	1	0%	—	—	View these companies in Firmbase →
CallTrackingMetrics	1	0%	—	—	View these companies in Firmbase →
PagePulse	1	0%	—	—	View these companies in Firmbase →
ExactMetrics	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 SaaS with under 10 employees, Google Analytics leads at 78.8% of the 1,647 with a detectable system; among UK SaaS with 10–50 employees, Google Analytics leads at 78.5% of the 848 with a detectable system; and among UK SaaS with over 50 employees, Google Analytics leads at 81.1% of the 74 with a detectable system.

Under 10 employees

Google Analytics

78.8% of band

Sub-10 employee SaaS teams form the largest detected band, with 1,647 companies. Google Analytics leads at 78.8%, leaving Microsoft Clarity, PostHog, MonsterInsights, Plausible and the wider 36-system set to share the remainder.

10–50 employees

Google Analytics

78.5% of band

SaaS companies with 10–50 employees account for 848 detected deployments. Google Analytics leads with 78.5%, with the rest of the market split across Microsoft Clarity, PostHog, MonsterInsights, Plausible and other systems.

Over 50 employees

Google Analytics

81.1% of band

Over 50 employees is the smallest detected band, with 74 companies. Google Analytics has the highest band share at 81.1%, leaving a narrower field for Microsoft Clarity, PostHog, MonsterInsights, Plausible and the long tail.

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 SaaS by Analytics

SaaS Companies Using Google Analytics in the UK SaaS Companies Using Microsoft Clarity in the UK SaaS Companies Using PostHog in the UK SaaS Companies Using MonsterInsights in the UK SaaS Companies Using Plausible in the UK

Related directories

Most-Used Analytics by UK Companies (2026)Analytics Used by UK B2B Companies: Market Share (2026)Analytics Used by UK B2C Companies: Market Share (2026)Analytics Used by UK Field Services Companies: Market Share (2026)Analytics Used by UK Construction Companies: Market Share (2026)SaaS in the UK

Frequently asked questions

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

Google Analytics is the most-detected Analytics among UK SaaS companies, with 78.8% share (2,024 of 2,569 companies with a detectable system), ahead of Microsoft Clarity (11.8%) and PostHog (4.5%).

How many UK SaaS companies have a detectable Analytics?

2,569 of 39,965 actively-trading UK SaaS companies (6.4%) 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?

Analytics systems measure how visitors and users move through a SaaS company’s websites, product flows and conversion paths. For UK SaaS companies, the job is to connect acquisition, onboarding and usage signals so marketing, product and revenue teams can see which channels and journeys are working.

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 SaaS companies, Google Analytics or Microsoft Clarity?

Google Analytics: 2,024 detected companies versus 302 for Microsoft Clarity, of the 2,569 UK SaaS companies with a detectable Analytics.

What is the best Analytics for UK SaaS companies?

No single best Analytics system follows from market share alone; usage shares are reported here rather than recommendations. Google Analytics leads every employee band: 78.8% of the 1,647 detected companies under 10 employees, 78.5% of the 848 companies with 10–50 employees, and 81.1% of the 74 companies over 50 employees.

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