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

Updated June 2026

Detected Analytics use across 5,756 UK wholesale companies, with Google Analytics leading at 85.3% (4,912 companies) among 36 systems.

Across 77,014 trading UK wholesale companies, 5,756 have an identifiable Analytics system. Google Analytics dominates observed usage at 85.3% (4,912), followed by Microsoft Clarity at 7.9% (453) and MonsterInsights at 5.2% (299).

Employee bands show little variation. Google Analytics is first among Under 10 employees at 85.8% of 3,900 companies, 10–50 employees at 84.5% of 1,673, and Over 50 employees at 82.0% of 183.

Long-tail use is visible but small: Statcounter has 1.2% (68), TWIPLA 1.0% (58), ExactMetrics 0.8% (46), Plausible 0.7% (39) and Lucky Orange 0.6% (34). A further 28 systems cover 211 companies, taking the category to 36 systems in total.

5,756

wholesale with detected Analytics

Of 77,014 UK wholesale

7.5%

Detection rate

2026

Systems detected

In this category

85.3%

Leader share

Google Analytics

UK Wholesale Analytics market share

Lucky Orange

Other (28 systems)

Share of the 5,756 UK Wholesale with a detectable system. As of June 2026.

Analytics compared

System	UK Wholesale	Share	Median headcount	London share	Typical profile
Google Analytics	4,912	85.3%	6	13.4%	Median headcount of 6, 85.3% share
Microsoft Clarity	453	7.9%	7	13%	Median headcount of 7, 7.9% share
MonsterInsights	299	5.2%	6	13%	Median headcount of 6, 5.2% share
Statcounter	68	1.2%	4	5.9%	Median headcount of 4, 1.2% share
TWIPLA	58	1%	8	13.8%	Median headcount of 8, 1.0% share
ExactMetrics	46	0.8%	—	—	Buy these companies as a spreadsheet →
Plausible	39	0.7%	—	—	Buy these companies as a spreadsheet →
Lucky Orange	34	0.6%	—	—	Buy these companies as a spreadsheet →
Mouseflow	33	0.6%	—	—	Buy these companies as a spreadsheet →
Piwik PRO	28	0.5%	—	—	Buy these companies as a spreadsheet →
Crazy Egg	27	0.5%	—	—	Buy these companies as a spreadsheet →
Fathom Analytics	26	0.5%	—	—	Buy these companies as a spreadsheet →
PagePulse	25	0.4%	—	—	Buy these companies as a spreadsheet →
Gauges	24	0.4%	—	—	Buy these companies as a spreadsheet →
Contentsquare	21	0.4%	—	—	Buy these companies as a spreadsheet →
Smartlook	19	0.3%	—	—	Buy these companies as a spreadsheet →
Matomo Analytics	18	0.3%	—	—	Buy these companies as a spreadsheet →
CallRail	17	0.3%	—	—	Buy these companies as a spreadsheet →
AdvertiserReports	17	0.3%	—	—	Buy these companies as a spreadsheet →
WebSuccess	13	0.2%	—	—	Buy these companies as a spreadsheet →
Clicky	13	0.2%	—	—	Buy these companies as a spreadsheet →
SiteWit	13	0.2%	—	—	Buy these companies as a spreadsheet →
Microsoft Power BI	11	0.2%	—	—	Buy these companies as a spreadsheet →
Pendo	10	0.2%	—	—	Buy these companies as a spreadsheet →
FullStory	10	0.2%	—	—	Buy these companies as a spreadsheet →
Burst	9	0.2%	—	—	Buy these companies as a spreadsheet →
PostHog	8	0.1%	—	—	Buy these companies as a spreadsheet →
CallTrackingMetrics	8	0.1%	—	—	Buy these companies as a spreadsheet →
Branch	6	0.1%	—	—	Buy these companies as a spreadsheet →
Amplitude	5	0.1%	—	—	Buy these companies as a spreadsheet →
Mediahawk	4	0.1%	—	—	Buy these companies as a spreadsheet →
Heap	3	0.1%	—	—	Buy these companies as a spreadsheet →
Adobe Analytics	3	0.1%	—	—	Buy these companies as a spreadsheet →
Adjust	2	0%	—	—	Buy these companies as a spreadsheet →
AppsFlyer	2	0%	—	—	Buy these companies as a spreadsheet →
Tableau	1	0%	—	—	Buy these companies as a spreadsheet →

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 Wholesale with under 10 employees, Google Analytics leads at 85.8% of the 3,900 with a detectable system; among UK Wholesale with 10–50 employees, Google Analytics leads at 84.5% of the 1,673 with a detectable system; and among UK Wholesale with over 50 employees, Google Analytics leads at 82% of the 183 with a detectable system.

Under 10 employees

Google Analytics

85.8% of band

Under 10 employees contains 3,900 wholesale companies with an identifiable Analytics system. Google Analytics is first at 85.8%, while Microsoft Clarity and MonsterInsights are the nearest named alternatives across the wider category at 7.9% (453) and 5.2% (299).

10–50 employees

Google Analytics

84.5% of band

10–50 employees has 1,673 companies, making it the second-largest band shown here. Google Analytics is first at 84.5%, with competition otherwise concentrated among smaller systems in the 36-system category.

Over 50 employees

Google Analytics

82% of band

Over 50 employees is a smaller band, with 183 companies using an identifiable Analytics system. Google Analytics remains first at 82.0%, while the wider market includes a 28-system tail covering 211 companies.

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 Wholesale by Analytics

Wholesale Companies Using Google Analytics in the UK Wholesale Companies Using Microsoft Clarity in the UK Wholesale Companies Using MonsterInsights in the UK Wholesale Companies Using Statcounter in the UK Wholesale Companies Using TWIPLA 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)CMS Used by UK Wholesale Companies: Market Share (2026)Analytics Used by UK Field Services Companies: Market Share (2026)Wholesale in the UK

Frequently asked questions

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

Google Analytics is the most-detected Analytics among UK wholesale companies, with 85.3% share (4,912 of 5,756 companies with a detectable system), ahead of Microsoft Clarity (7.9%) and MonsterInsights (5.2%).

How many UK wholesale companies have a detectable Analytics?

5,756 of 77,014 actively-trading UK wholesale companies (7.5%) 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 digital interactions, usually across a company’s website, campaigns and online trading journeys. For UK wholesale companies, the job is to show which channels and pages create buyer interest, enquiries or orders, so teams can adjust marketing, merchandising and sales activity.

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 wholesale companies, Google Analytics or Microsoft Clarity?

Google Analytics: 4,912 detected companies versus 453 for Microsoft Clarity, of the 5,756 UK wholesale companies with a detectable Analytics.

What is the best Analytics for UK wholesale companies?

Usage share is not the same as a recommendation, so there is no single “best” Analytics system named here. Google Analytics is first in every employee band: 85.8% of 3,900 companies in Under 10 employees, 84.5% of 1,673 in 10–50 employees, and 82.0% of 183 in Over 50 employees. Across all 5,756 companies with an identifiable system, Google Analytics has 85.3% (4,912), followed by Microsoft Clarity at 7.9% (453) and MonsterInsights at 5.2% (299).

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