Analytics Used by UK Sport & Leisure Companies: Market Share (2026)

Updated June 2026

Detected Analytics market share across 2,588 of 55,513 trading UK Sport & Leisure companies, with Google Analytics at 82.8% of detections.

Among 55,513 trading UK Sport & Leisure companies, 2,588 have a detectable Analytics system. The detected market is highly concentrated: Google Analytics accounts for 82.8% of detected companies, or 2,143 organisations.

Microsoft Clarity is the next-largest named system at 7.8% and 201 companies, followed by MonsterInsights at 6.1% and 158 companies. AppsFlyer appears in 68 companies, or 2.6% of the detected base.

Thirty-three Analytics systems appear in total. Beyond the named systems, 25 further systems cover 76 companies, so the long tail is present but relatively small.

2,588

Sport & Leisure with detected Analytics

Of 55,513 UK Sport & Leisure

4.7%

Detection rate

2026

Systems detected

In this category

82.8%

Leader share

Google Analytics

UK Sport & Leisure Analytics market share

Other (25 systems)

Share of the 2,588 UK Sport & Leisure with a detectable system. As of June 2026.

Analytics compared

System	UK Sport & Leisure	Share	Median headcount	London share	Typical profile
Google Analytics	2,143	82.8%	7	12.1%	7-headcount median, 82.8% share
Microsoft Clarity	201	7.8%	11	10.4%	11-headcount median, 7.8% share
MonsterInsights	158	6.1%	6	13.3%	6-headcount median, 6.1% share
AppsFlyer	68	2.6%	8	5.9%	8-headcount median, 2.6% share
Fathom Analytics	37	1.4%	—	—	View these companies in Firmbase →
TWIPLA	23	0.9%	—	—	View these companies in Firmbase →
Contentsquare	22	0.9%	—	—	View these companies in Firmbase →
Statcounter	15	0.6%	—	—	View these companies in Firmbase →
Plausible	14	0.5%	—	—	View these companies in Firmbase →
ExactMetrics	14	0.5%	—	—	View these companies in Firmbase →
PostHog	13	0.5%	—	—	View these companies in Firmbase →
Branch	12	0.5%	—	—	View these companies in Firmbase →
Lucky Orange	11	0.4%	—	—	View these companies in Firmbase →
Crazy Egg	10	0.4%	—	—	View these companies in Firmbase →
Mouseflow	7	0.3%	—	—	View these companies in Firmbase →
Gauges	7	0.3%	—	—	View these companies in Firmbase →
SiteWit	6	0.2%	—	—	View these companies in Firmbase →
FullStory	6	0.2%	—	—	View these companies in Firmbase →
CallRail	5	0.2%	—	—	View these companies in Firmbase →
Piwik PRO	5	0.2%	—	—	View these companies in Firmbase →
Amplitude	4	0.2%	—	—	View these companies in Firmbase →
CallTrackingMetrics	4	0.2%	—	—	View these companies in Firmbase →
Microsoft Power BI	4	0.2%	—	—	View these companies in Firmbase →
Mediahawk	3	0.1%	—	—	View these companies in Firmbase →
AdvertiserReports	3	0.1%	—	—	View these companies in Firmbase →
Heap	2	0.1%	—	—	View these companies in Firmbase →
Burst	2	0.1%	—	—	View these companies in Firmbase →
Adobe Analytics	2	0.1%	—	—	View these companies in Firmbase →
Matomo Analytics	2	0.1%	—	—	View these companies in Firmbase →
PagePulse	2	0.1%	—	—	View these companies in Firmbase →
Smartlook	2	0.1%	—	—	View these companies in Firmbase →
Pendo	1	0%	—	—	View these companies in Firmbase →
Clicky	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 Sport & Leisure with under 10 employees, Google Analytics leads at 83.8% of the 1,590 with a detectable system; among UK Sport & Leisure with 10–50 employees, Google Analytics leads at 81.5% of the 877 with a detectable system; and among UK Sport & Leisure with over 50 employees, Google Analytics leads at 78.5% of the 121 with a detectable system.

Under 10 employees

Google Analytics

83.8% of band

Under 10 employees is the largest detected band, with 1,590 companies. Google Analytics has the highest share here at 83.8%, leaving limited room for smaller systems.

10–50 employees

Google Analytics

81.5% of band

10–50 employees contains 877 detected companies. Google Analytics remains first at 81.5%, with Microsoft Clarity and MonsterInsights forming the main alternatives in the wider market.

Over 50 employees

Google Analytics

78.5% of band

Over 50 employees is a smaller detected band, with 121 companies. Google Analytics still has the highest share at 78.5%, though its share is lower than in the smaller bands.

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 Sport & Leisure by Analytics

Sport & Leisure Companies Using Google Analytics in the UK Sport & Leisure Companies Using Microsoft Clarity in the UK Sport & Leisure Companies Using MonsterInsights in the UK Sport & Leisure Companies Using AppsFlyer 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)Sport & Leisure in the UK

Frequently asked questions

What is the most-used Analytics among UK Sport & Leisure companies?

Google Analytics is the most-detected Analytics among UK Sport & Leisure companies, with 82.8% share (2,143 of 2,588 companies with a detectable system), ahead of Microsoft Clarity (7.8%) and MonsterInsights (6.1%).

How many UK Sport & Leisure companies have a detectable Analytics?

2,588 of 55,513 actively-trading UK Sport & Leisure companies (4.7%) 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 records and reports how people use a company’s digital channels. For UK Sport & Leisure companies, it is used to measure visits, referrals, engagement and conversion paths across web or app journeys.

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 Sport & Leisure companies, Google Analytics or Microsoft Clarity?

Google Analytics: 2,143 detected companies versus 201 for Microsoft Clarity, of the 2,588 UK Sport & Leisure companies with a detectable Analytics.

What is the best Analytics for UK Sport & Leisure companies?

Usage counts are published here rather than recommendations. Google Analytics has the highest detected share in every employee band: 83.8% of 1,590 detected companies under 10 employees, 81.5% of 877 companies with 10–50 employees, and 78.5% of 121 companies over 50 employees.

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