Analytics Used by UK wholesale: Market Share (2026)

Updated June 2026

Analytics is detectable at 7,192 of 76,295 trading UK wholesale companies, with Google Analytics the clear leader at 89.6% of detected companies.

Among 76,295 trading UK wholesale companies, 7,192 have an identifiable Analytics system. The category is concentrated around Google Analytics, which appears at 6,443 companies and 89.6% of identifiable use.

The next tier is much smaller: Site Kit appears at 644 companies (9.0%), Microsoft Clarity at 454 (6.3%) and MonsterInsights at 301 (4.2%). Lead Forensics, Statcounter, TWIPLA and PixelYourSite each sit at 1.4% or below, from 99 companies down to 54.

Scale does not change the pattern much. Google Analytics accounts for 89.8% of 4,855 companies under 10 employees, 89.6% of 2,100 companies with 10–50 employees, and 84.4% of 237 companies over 50 employees; the remainder sits within a set of 61 systems, including 53 further systems covering 312 companies.

7,192

wholesale with detected Analytics

Of 76,295 UK wholesale

9.4%

Detection rate

2026

Systems detected

In this category

89.6%

Leader share

Google Analytics

UK wholesale Analytics market share

Other (53 systems)

Share of the 7,192 UK wholesale with a detectable system. As of June 2026.

Analytics compared

System	UK wholesale	Share	Median headcount	London share	Typical profile
Google Analytics	6,443	89.6%	6	13.1%	Wholesalers around 6 employees, 89.6% share
Site Kit	644	9%	6	11.8%	Wholesalers around 6 employees, 9.0% share
Microsoft Clarity	454	6.3%	7	13%	Wholesalers around 7 employees, 6.3% share
MonsterInsights	301	4.2%	6	13%	Wholesalers around 6 employees, 4.2% share
Lead Forensics	99	1.4%	6	10.1%	Wholesalers around 6 employees, 1.4% share
Statcounter	69	1%	4	5.8%	Wholesalers around 4 employees, 1.0% share
TWIPLA	57	0.8%	8	14%	Wholesalers around 8 employees, 0.8% share
PixelYourSite	54	0.8%	5	14.8%	Wholesalers around 5 employees, 0.8% share
Leadfeeder	51	0.7%	5	7.8%	Wholesalers around 5 employees, 0.7% share
ExactMetrics	45	0.6%	—	—	View these companies in Firmbase →
Plausible	39	0.5%	—	—	View these companies in Firmbase →
Leadinfo	34	0.5%	—	—	View these companies in Firmbase →
Lucky Orange	34	0.5%	—	—	View these companies in Firmbase →
Metricool	33	0.5%	—	—	View these companies in Firmbase →
Mouseflow	33	0.5%	—	—	View these companies in Firmbase →
Crazy Egg	28	0.4%	—	—	View these companies in Firmbase →
Piwik PRO	28	0.4%	—	—	View these companies in Firmbase →
Fathom Analytics	26	0.4%	—	—	View these companies in Firmbase →
PagePulse	25	0.3%	—	—	View these companies in Firmbase →
Gauges	24	0.3%	—	—	View these companies in Firmbase →
Snowplow Analytics	22	0.3%	—	—	View these companies in Firmbase →
Snitcher	21	0.3%	—	—	View these companies in Firmbase →
Contentsquare	21	0.3%	—	—	View these companies in Firmbase →
Experian	19	0.3%	—	—	View these companies in Firmbase →
Smartlook	19	0.3%	—	—	View these companies in Firmbase →
Pingdom	18	0.3%	—	—	View these companies in Firmbase →
CANDDi	18	0.3%	—	—	View these companies in Firmbase →
Dynatrace	18	0.3%	—	—	View these companies in Firmbase →
Matomo Analytics	18	0.3%	—	—	View these companies in Firmbase →
AdvertiserReports	17	0.2%	—	—	View these companies in Firmbase →
CallRail	17	0.2%	—	—	View these companies in Firmbase →
GatorLeads	17	0.2%	—	—	View these companies in Firmbase →
SiteWit	13	0.2%	—	—	View these companies in Firmbase →
WebSuccess	13	0.2%	—	—	View these companies in Firmbase →
Microsoft Power BI	12	0.2%	—	—	View these companies in Firmbase →
Clicky	12	0.2%	—	—	View these companies in Firmbase →
Whoisvisiting	12	0.2%	—	—	View these companies in Firmbase →
IPTrack.io	11	0.2%	—	—	View these companies in Firmbase →
FullStory	10	0.1%	—	—	View these companies in Firmbase →
Pendo	10	0.1%	—	—	View these companies in Firmbase →
Quantcast	10	0.1%	—	—	View these companies in Firmbase →
Burst	9	0.1%	—	—	View these companies in Firmbase →
Mux	9	0.1%	—	—	View these companies in Firmbase →
CallTrackingMetrics	8	0.1%	—	—	View these companies in Firmbase →
PostHog	8	0.1%	—	—	View these companies in Firmbase →
ZoomInfo	7	0.1%	—	—	View these companies in Firmbase →
Quotemedia	7	0.1%	—	—	View these companies in Firmbase →
Azure Monitor	6	0.1%	—	—	View these companies in Firmbase →
Visitor Queue	6	0.1%	—	—	View these companies in Firmbase →
Amplitude	5	0.1%	—	—	View these companies in Firmbase →
Albacross	5	0.1%	—	—	View these companies in Firmbase →
ResponseTap	4	0.1%	—	—	View these companies in Firmbase →
Mediahawk	4	0.1%	—	—	View these companies in Firmbase →
Heap	3	0%	—	—	View these companies in Firmbase →
Adobe Analytics	3	0%	—	—	View these companies in Firmbase →
Zipkin	3	0%	—	—	View these companies in Firmbase →
Lotame	2	0%	—	—	View these companies in Firmbase →
Adjust	2	0%	—	—	View these companies in Firmbase →
Comscore	2	0%	—	—	View these companies in Firmbase →
AppsFlyer	2	0%	—	—	View these companies in Firmbase →
Tableau	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

Under 10 employees

Google Analytics

89.8% of band

The under-10-employee band contains 4,855 companies and looks much like the wider wholesale pattern, with Google Analytics at 89.8%. Smaller deployments then fragment across the remaining Analytics systems rather than forming a close second bloc.

10–50 employees

Google Analytics

89.6% of band

The 10–50 employee band has 2,100 companies, with Google Analytics again at 89.6%. Competitors are present, but the band is still a high-concentration market rather than a two-system split.

Over 50 employees

Google Analytics

84.4% of band

Over 50 employees is a much smaller identifiable band at 237 companies, and Google Analytics accounts for 84.4%. The lower share than in the two smaller bands suggests a more dispersed larger-company mix.

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 Using Google Analytics in the UK wholesale Using Site Kit in the UK wholesale Using Microsoft Clarity in the UK wholesale Using MonsterInsights in the UK wholesale Using Lead Forensics in the UK wholesale Using Statcounter in the UK wholesale Using TWIPLA in the UK wholesale Using PixelYourSite in the UK wholesale Using Leadfeeder in the UK

Related directories

Most-Used Analytics by UK Companies (2026)Analytics Used by UK B2B: Market Share (2026)Analytics Used by UK B2C: Market Share (2026)CMS Used by UK wholesale: Market Share (2026)Analytics Used by UK field services: 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 89.6% share (6,443 of 7,192 companies with a detectable system), ahead of Site Kit (9%) and Microsoft Clarity (6.3%).

How many UK wholesale companies have a detectable Analytics?

7,192 of 76,295 actively-trading UK wholesale companies (9.4%) 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?

An Analytics system measures how a wholesale company’s website is used, turning visits and on-site actions into reports for sales, marketing and e-commerce teams. For UK wholesale companies, it helps show which channels and pages are associated with enquiries, orders or account 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 Site Kit?

Google Analytics: 6,443 detected companies versus 644 for Site Kit, of the 7,192 UK wholesale companies with a detectable Analytics.

What is the best Analytics for UK wholesale companies?

The directory reports observed usage counts rather than recommendations, so there is no single “best” Analytics system in the editorial sense. Google Analytics has the largest share in every employee band: 89.8% of 4,855 companies under 10 employees, 89.6% of 2,100 companies with 10–50 employees, and 84.4% of 237 companies over 50 employees.

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