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

Updated June 2026

Detected analytics use across 1,020 of 2,576 trading UK startup companies, with Google Analytics used by 820 companies (80.4% of detections).

Among 2,576 trading UK startup companies, 1,020 show a detectable Analytics system. Google Analytics dominates observed usage at 80.4% (820), with Microsoft Clarity at 8.9% (91) and PostHog at 6.8% (69).

The same pattern holds across employee bands. Google Analytics is largest among Under 10 employees at 80.0% of 779 companies, among 10–50 employees at 81.6% of 239 companies, and among Over 50 employees at 100.0% of 2 companies.

Usage outside the first few systems is fragmented. Plausible accounts for 3.9% (40), MonsterInsights 2.6% (27), Fathom Analytics 2.0% (20), Amplitude 2.0% (20) and Contentsquare 1.6% (16), while 23 further systems cover 49 companies across a total of 31 detected systems.

1,020

startup with detected Analytics

Of 2,576 UK startup

39.6%

Detection rate

2026

Systems detected

In this category

80.4%

Leader share

Google Analytics

UK Startup Analytics market share

Amplitude

Other (23 systems)

Share of the 1,020 UK Startup with a detectable system. As of June 2026.

Analytics compared

System	UK Startup	Share	Median headcount	London share	Typical profile
Google Analytics	820	80.4%	5	41.3%	Five-person startup default
Microsoft Clarity	91	8.9%	6	56%	Six-person London-skewed startup teams
PostHog	69	6.8%	6	59.4%	Six-person London-skewed product teams
Plausible	40	3.9%	—	—	View these companies in Firmbase →
MonsterInsights	27	2.6%	—	—	View these companies in Firmbase →
Fathom Analytics	20	2%	—	—	View these companies in Firmbase →
Amplitude	20	2%	—	—	View these companies in Firmbase →
Contentsquare	16	1.6%	—	—	View these companies in Firmbase →
Branch	10	1%	—	—	View these companies in Firmbase →
Microsoft Power BI	10	1%	—	—	View these companies in Firmbase →
Pendo	9	0.9%	—	—	View these companies in Firmbase →
Heap	8	0.8%	—	—	View these companies in Firmbase →
FullStory	7	0.7%	—	—	View these companies in Firmbase →
AppsFlyer	7	0.7%	—	—	View these companies in Firmbase →
Mouseflow	7	0.7%	—	—	View these companies in Firmbase →
Smartlook	6	0.6%	—	—	View these companies in Firmbase →
Crazy Egg	5	0.5%	—	—	View these companies in Firmbase →
Statcounter	4	0.4%	—	—	View these companies in Firmbase →
Matomo Analytics	4	0.4%	—	—	View these companies in Firmbase →
Gauges	4	0.4%	—	—	View these companies in Firmbase →
Clicky	4	0.4%	—	—	View these companies in Firmbase →
TWIPLA	3	0.3%	—	—	View these companies in Firmbase →
Lucky Orange	3	0.3%	—	—	View these companies in Firmbase →
Tableau	3	0.3%	—	—	View these companies in Firmbase →
Adjust	3	0.3%	—	—	View these companies in Firmbase →
Piwik PRO	2	0.2%	—	—	View these companies in Firmbase →
CallRail	1	0.1%	—	—	View these companies in Firmbase →
SiteWit	1	0.1%	—	—	View these companies in Firmbase →
Burst	1	0.1%	—	—	View these companies in Firmbase →
Adobe Analytics	1	0.1%	—	—	View these companies in Firmbase →
ExactMetrics	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 Startup with under 10 employees, Google Analytics leads at 80% of the 779 with a detectable system; among UK Startup with 10–50 employees, Google Analytics leads at 81.6% of the 239 with a detectable system; and among UK Startup with over 50 employees, Google Analytics leads at 100% of the 2 with a detectable system.

Under 10 employees

Google Analytics

80% of band

This is the main startup band in the market, with 779 companies and Google Analytics at 80.0%. The remaining share is spread across smaller analytics stacks rather than a single close challenger.

10–50 employees

Google Analytics

81.6% of band

This band contains 239 companies and still centres on Google Analytics, which accounts for 81.6%. Microsoft Clarity and PostHog are part of the wider challenger set, but no other system approaches the largest share shown here.

Over 50 employees

Google Analytics

100% of band

Only 2 companies sit in this detected band, so the 100.0% Google Analytics share should be read as a small-count result. It shows presence, not a broad enterprise pattern.

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 Startup by Analytics

Startup Companies Using Google Analytics in the UK Startup Companies Using Microsoft Clarity in the UK Startup Companies Using PostHog 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)Startup in the UK

Frequently asked questions

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

Google Analytics is the most-detected Analytics among UK startup companies, with 80.4% share (820 of 1,020 companies with a detectable system), ahead of Microsoft Clarity (8.9%) and PostHog (6.8%).

How many UK startup companies have a detectable Analytics?

1,020 of 2,576 actively-trading UK startup companies (39.6%) 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 tracks visits, events and customer journeys across a startup’s website or digital service. For UK startup companies, it helps teams understand acquisition, conversion and usage patterns, often while headcount remains in single digits.

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 startup companies, Google Analytics or Microsoft Clarity?

Google Analytics: 820 detected companies versus 91 for Microsoft Clarity, of the 1,020 UK startup companies with a detectable Analytics.

What is the best Analytics for UK startup companies?

This page publishes observed usage, not recommendations, so it does not name a single best Analytics system. Google Analytics is largest in every employee band: 80.0% of 779 companies under 10 employees, 81.6% of 239 companies with 10–50 employees, and 100.0% of 2 companies over 50 employees. Across all detected companies, Google Analytics accounts for 80.4% (820), followed by Microsoft Clarity at 8.9% (91) and PostHog at 6.8% (69).

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