Companies Using Google Cloud Trace in London: 124 Active Firms (2026)
London companies running cloud tracing on public websites operate digital services that need production observability across the capital.
Adoption usually sits with platform, site reliability and product-engineering teams rather than brand or content owners. The job is production observability: tracing requests through customer portals, transactional services and other live digital workflows so engineers can diagnose latency, failed calls and service dependencies. That profile tends to signal a company with in-house engineering capacity, paid cloud operations, and a product or revenue model where downtime has commercial consequences. Buyers are usually established small and mid-market digital businesses serving UK and overseas users from London, not early brochure-site operators or firms outsourcing all technical ownership.
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London has 124 companies running managed cloud tracing on public websites, making this a narrow but identifiable adoption cohort rather than a general cloud-computing population. Reported employment across these companies is 1,067 people, which points to a user base weighted towards smaller operating teams rather than large enterprise estates. The broader technology mix also fits that reading: cloud infrastructure, edge networking, analytics and tag-management tools often appear alongside tracing, while sector tags cluster around software, online media, AI-related services and education platforms. The median firm remains modest by revenue, despite the operational maturity implied by production tracing.
Telemetry procurement tends to sit close to cloud, security and privacy reviews because traces can capture URLs, user identifiers, device context, error payloads and other operational metadata. London adopters serving regulated clients or overseas users need policies for retention, access control, incident response and data residency, with GDPR usually the baseline rather than the only concern. Contracts also tend to be shaped by the wider vendor ecosystem: tracing is rarely bought in isolation, so lock-in risk, exportability and integration with incident tooling matter to engineering teams. For customer-facing platforms, observability is an assurance topic as much as an internal engineering utility.
Adoption appears tied to engineering maturity more than sector fashion. Companies with live customer workflows tend to keep tracing once it is embedded, since incident diagnosis becomes harder to move back into logs and uptime checks alone. The likely pressure is not a rush of new adopters, but consolidation around broader observability suites, cloud bundles and security review processes. Smaller firms may keep using managed defaults until service complexity forces more deliberate instrumentation. Mid-market teams with internal platform ownership are better placed to treat tracing as operational infrastructure, although cost control may push some towards sampling, retention limits and fewer duplicated monitoring tools.
What’s in the file
One row per company, 50+ columns — everything below plus each company’s verified directors, from Companies House filings.
Company data
Verified directors — included
Adoption by company size
Adoption of Google Cloud Trace rises with company size across the trading companies in this cohort. 0% of the 532,485 companies with under 10 employees run Google Cloud Trace (76 detected). 0.3% of the 15,364 companies with 10–50 employees run Google Cloud Trace (39 detected). 0.5% of the 1,763 companies with over 50 employees run Google Cloud Trace (9 detected). That is a 0.5% gap between the over 50 employees and under 10 employees bands.
124
Active firms
2026
12
Above £5M turnover
Trading firms
7
Median headcount
Filed accounts
235
Verified directors
Across this cohort
Top companies using Google Cloud Trace in London
Ranked by sales-readiness score: an AI model assesses what each company does, its sector and size, and scores its overall fit. Best-fit prospects appear first.
Financial sub-scores
Computed from 4 filingsProvides a managed platform for running client‑specific market data workloads, executing and orchestrating data ingestion, processing and distribution. Operates runtime infrastructure that manages…
Serves B2B clients that rely on market data, particularly financial services and capital markets teams needing managed operation of client-specific data flows.
Financial Health
StrongStrong
Location
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Computed from 4 filingsProvides a customer data platform that collects, unifies and processes customer data from multiple digital sources, enabling businesses to build customer profiles, analyse behaviour, and activate…
Serves B2C multi-channel consumer brands, including ecommerce, media, fintech and subscription businesses, targeting marketing, product, CRM and data teams managing large-scale customer engagement.
Financial Health
StrongStrong · Hiring · 41% CAGR over 3y
Location
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Computed from 5 filingsDevelops a digital trading network for institutional investors that enables discovery, assessment and execution of large equity block trades. Provides tools for pre‑trade liquidity discovery, price…
Serves asset managers, institutional investors, and buy-side equity trading teams, including traders and portfolio managers at large financial institutions navigating fragmented equity markets.
Financial Health
StableStable · Hiring · 11% CAGR over 4y
Location
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Computed from 5 filingsProvides an online platform for self‑employed professionals in hair, beauty and wellness to manage bookings, create websites, accept payments, run marketing activities, and access training resources…
Sells to self-employed and independent business owners in the hair, beauty and wellness sectors, including solo practitioners and small salons or spas managing their own client base.
Financial Health
StrongStrong · Growing, Hiring · 8% CAGR over 5y
Location
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Computed from 5 filingsProvides a technology platform for employers to manage worker financial benefits, including earned wage access, insurance products and reward programmes. Integrates with workforce shift data and…
Sells to businesses managing flexible, shift-based or on-demand workforces, with workers as end users. Targets employers of contractors, gig workers and hourly staff.
Financial Health
StrongStrong · Hiring · 82% CAGR over 5y
Location
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Computed from 5 filingsProvides cloud-based talent acquisition software used by organisations to manage recruitment processes, including job posting, applicant tracking, candidate screening, interview scheduling, offer…
Serves mid-size and enterprise employers, targeting HR, talent acquisition, hiring, IT and finance teams with corporate, high-volume and professional hiring needs across sectors including healthcare,…
Financial Health
StrongStrong · Hiring · 43% CAGR over 4y
Location
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Computed from 5 filingsProvides online political monitoring tools that track parliamentary publications, debates, media coverage and politicians’ social media posts. Offers searchable databases, alerts and reporting…
Sells to B2B public affairs and communications teams in organisations of all sizes and sectors, especially professionals tracking political and parliamentary issues in the UK and internationally.
Financial Health
HealthyHealthy · Hiring · 50% CAGR over 4y
Location
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Develops software platforms and provides advisory services for open banking and open finance ecosystems, including identity and regulatory validation, certificate chain management, and infrastructure…
Serves governments, regulators, banks, payment providers and fintech infrastructure teams involved in open finance, PSD2 and secure financial data-sharing ecosystems globally.
Financial Health
N/AN/A
Location
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Computed from 2 filingsProvides digital multi-currency accounts that allow users to hold and transfer USD, EUR and GBP, receive payments, send international remittances, access virtual Mastercard cards, and invest in US…
Serves individual professionals, freelancers and global remote workers who earn internationally in USD, especially people with ties to Egypt, Bangladesh, Pakistan, Nigeria and similar remittance…
Financial Health
HealthyHealthy · Hiring · 199% CAGR over 1y
Location
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Develops cloud-based legal data management and analytics software used for e‑discovery, investigations, legal hold, contract review, and data breach response. Provides AI tools to process, search,…
Sells primarily to B2B and public sector legal teams, including corporations, law firms, federal agencies, state and local agencies, litigators, and academic law and forensics programmes, especially…
Financial Health
N/AN/A
Location
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Computed from 5 filingsDevelops an AI-driven marketing data platform that connects publishers and advertisers. Provides tools for audience targeting, customer discovery and incremental campaign measurement across web,…
Sells to businesses in digital advertising, specifically publishers seeking to monetise audiences and advertisers/marketing teams aiming to reach, analyse and measure incremental audiences across…
Financial Health
StableStable · Hiring · 27% CAGR over 4y
Location
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Computed from 5 filingsProvides B2B data products including intent data, identity resolution, audience segmentation and campaign measurement. Aggregates data from a network of publishers and data providers to help…
Serves B2B sales, marketing and advertising teams, agencies, publishers and data/technology partners running account-based marketing, digital campaigns and campaign measurement.
Financial Health
StableStable · Hiring · 5% CAGR over 5y
Location
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Computed from 4 filingsDevelops a cloud-based customer relationship management (CRM) and sales engagement platform. The software integrates pipeline management, customer communication, team collaboration, AI assistants,…
Serves B2B sales organisations, revenue teams and account managers, especially high-touch sales teams in companies that manage complex pipelines, customer engagement, retention and upsell activity…
Financial Health
StableStable
Location
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Computed from 5 filingsDevelops ecommerce software that enables visual product discovery, including AI-driven category pages, product recommendations and bundles, room design tools, and modular furniture configurators with…
Serves ecommerce retailers, especially home, furniture and interiors brands, targeting digital commerce teams seeking to improve online product discovery and merchandising.
Financial Health
DistressedDistressed · -2% CAGR over 5y
Location
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Computed from 5 filingsDevelops cloud-based dispatch and management software for private hire and taxi operators, including driver and passenger mobile apps. Provides booking management, automated job allocation, fleet…
Sells to private hire and taxi operators, including dispatch offices and ground transport companies, with tools used by business owners, controllers and drivers. Targets transport businesses needing…
Financial Health
HealthyHealthy · Hiring · 41% CAGR over 4y
Location
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Computed from 5 filingsProvides a data collection and market intelligence platform that gathers geospatial, retail, and survey data through a global network of contributors. Delivers location intelligence, audience…
Serves B2B and public-sector decision-makers needing local market, geospatial, audience and situation insights, including international development organisations, location-driven businesses, public…
Financial Health
StrongStrong · Hiring · 71% CAGR over 4y
Location
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Computed from 5 filingsProvides restaurant management software including point‑of‑sale systems, commission‑free online ordering, driver tracking, and integrations with third‑party platforms. Platform enables restaurants to…
Sells B2B to restaurant, takeaway and food-service operators seeking systems for in-house service, online ordering, delivery and customer engagement.
Financial Health
HealthyHealthy · 0% CAGR over 4y
Location
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Computed from 5 filingsDevelops cloud-based software for property letting and management. Platform automates tenant applications, digital leases, rent collection, billing and arrears recovery, owner reporting, compliance…
Serves B2B property managers, letting agents, build-to-rent operators and larger property businesses managing rental portfolios, with plans aimed at mid-market and enterprise organisations.
Financial Health
HealthyHealthy · Hiring · 7% CAGR over 4y
Location
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Computed from 2 filingsProvides online form-building software to create forms, surveys, quizzes, and polls, collect registrations, feedback, payments, and data, and integrate responses with other applications and automated…
Targets B2B and individual users, including entrepreneurs, educators, event organisers, marketers, HR, sales and IT teams, plus enterprises needing online data collection from audiences, customers,…
Financial Health
DistressedDistressed
Location
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Computed from 5 filingsOperates an online platform that enables creators and brands to design, launch and sell custom merchandise. Provides tools to create products, run online merch stores, manage orders, and handle…
Serves creators, YouTubers, social media personalities and artists selling merchandise, plus enterprise brands and companies running branded swag stores.
Financial Health
StableStable · Hiring · 50% CAGR over 4y
Location
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Computed from 5 filingsDevelops extended reality (XR) software platform enabling users and organisations to create and host interactive 3D virtual spaces, events and media experiences, including virtual venues, streaming…
Targets content creators, musicians, podcasters, event organisers, venues, brands and media companies, with a consumer audience accessing social XR events across web, mobile, headsets and smart TVs.
Financial Health
WeakWeak · -16% CAGR over 4y
Location
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Computed from 3 filingsOperates a digital advertising platform focused on golf audiences. Provides programmatic media buying, audience data, ad hosting, and campaign management tools that enable brands and agencies to…
Serves brands, advertisers and media agencies seeking to reach European golf audiences, including club members, tour fans, travel enthusiasts and other high-value consumer segments.
Financial Health
WeakWeak · -18% CAGR over 2y
Location
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Computed from 5 filingsDevelops e-commerce software platforms that enable retailers, manufacturers and distributors to run online marketplaces and dropshipping programs. Provides tools for supplier catalog onboarding,…
Targets large retailers, B2B manufacturers and distributors, and marketplace sellers or brands operating digital commerce channels, including organisations with multi-supplier catalogues,…
Financial Health
HealthyHealthy · Hiring · 6% CAGR over 4y
Location
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Develops cybersecurity software for exposure and vulnerability management. Provides tools to identify, assess and prioritise security risks across IT, cloud, identity and OT/IoT environments,…
Serves enterprise and public-sector cybersecurity teams in education, energy, financial services, healthcare, retail, critical infrastructure and government, alongside managed security service…
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Computed from 5 filingsProvides online fundraising software for charities, including registration forms, supporter management and automated email journeys. Platform integrates with peer‑to‑peer fundraising sites and offers…
Serves charitable organisations and nonprofit fundraising teams running peer-to-peer, flagship, DIY/supporter-led and third-party event campaigns, including teams using JustGiving, GoFundMe and…
Financial Health
WeakWeak · 0% CAGR over 4y
Location
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Computed from 5 filingsProvides online software platform for sourcing and analysing land and property development opportunities. Aggregates planning, ownership and market data, with tools for site appraisal, mapping…
Serves UK property and land professionals: developers, land sourcers, land and new homes agents, planners, architects, consultants, energy and utility providers, and commercial real estate or retail…
Financial Health
StrongStrong · Growing, Hiring · 88% CAGR over 4y
Location
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Computed from 4 filingsProvides enterprise asset management software that helps organisations track equipment, schedule preventive maintenance, manage work orders, parts inventory and inspections, and monitor asset…
Serves B2B and public-sector organizations managing facilities, assets and workplaces, including education, energy and transport, government, healthcare, manufacturing, software and business services…
Financial Health
StrongStrong
Location
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Computed from 3 filingsDesigns and sells men’s footwear including shoes, boots, trainers, sandals and slippers, alongside clothing such as jackets, knitwear, shirts, trousers and jeans, and accessories including bags,…
Sells direct to male consumers shopping online for footwear, clothing and accessories, with delivery and returns highlighted for customers in the UK, US, EU, Canada and Australia.
Financial Health
StrongStrong · 0% CAGR over 1y
Location
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Computed from 5 filingsOperates a pharmacy and online clinic providing prescription dispensing, pharmacist consultations and private healthcare services. Offers treatments for conditions such as UTIs, erectile dysfunction…
Serves individual patients, local residents and travellers seeking community pharmacy services, private healthcare appointments, travel health support, and men’s or women’s online clinic treatments.
Financial Health
HealthyHealthy · Growing, Hiring · 4% CAGR over 4y
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Computed from 5 filingsProvides a mobile app offering short‑term cash advances and income top‑ups, typically up to £500, repaid in instalments through a subscription model. Also offers features intended to help users build…
Serves UK consumers with low credit scores, bad credit histories or fluctuating pay who need short-term cash access, income top-ups and credit-building support via a mobile app.
Financial Health
StableStable · 0% CAGR over 4y
Location
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Computed from 5 filingsDevelops and operates a software platform providing marketing and sales automation tools, including sales funnel builders, website and landing page creation, email and SMS marketing, CRM management,…
Sells to small businesses, online entrepreneurs and creators that need marketing, sales funnel, CRM, course, membership, booking and customer communication tools to launch or grow an online business.
Financial Health
StableStable · 0% CAGR over 4y
Location
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Computed from 2 filingsProvides an online platform for charities and organisations to run 50/50 raffle and prize draw fundraisers. Enables creation of campaign pages, online ticket sales, payment processing, promotion via…
Serves charities, non-profits, associations and businesses seeking to run online 50/50 or prize draw fundraisers and engage supporters in community fundraising.
Financial Health
StrongStrong · Growing · 0% CAGR over 1y
Location
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Computed from 5 filingsProvides audience intelligence and social media analytics platforms that analyse digital activity and social signals to segment audiences, identify influencers, track hashtags, manage communities,…
Serves B2B marketing teams, agencies, brands and analysts in sectors including media and entertainment, financial services and retail that need consumer and audience insight for campaigns, content,…
Financial Health
DistressedDistressed · -14% CAGR over 4y
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Develops and operates digital communication and media products including the Snapchat visual messaging platform, augmented reality tools such as Lens Studio, wearable camera glasses (Spectacles), and…
Serves global consumers using social messaging and AR products, developers creating AR/AI experiences, and businesses, brands, agencies, and political advertisers buying digital advertising.
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Computed from 5 filingsDevelops AI software for financial advice firms that automates client onboarding, annual reviews and retirement planning. The platform analyses client data and meeting transcripts, generates…
Sells to financial advice firms and FCA-regulated advisers, including wealth management and retirement planning providers, seeking to scale advice delivery and reduce adviser admin through automation.
Financial Health
StableStable · -4% CAGR over 4y
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Computed from 3 filingsProvides remote work and customer communication tools, including team collaboration software, virtual receptionist and call answering services, online appointment scheduling, and meeting space…
Serves businesses and distributed teams adopting remote or flexible work, including customer-facing brands, legal practices, service providers and organisations managing bookings, reception and…
Financial Health
WeakWeak · -25% CAGR over 2y
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Computed from 5 filingsProvides a platform that connects businesses with nature‑based climate projects. Offers carbon and biodiversity credits, tree planting and project investment through a marketplace, subscriptions and…
Serves businesses worldwide seeking nature-based climate and biodiversity investments, including companies of varying sizes and industries with carbon reduction, sustainability, employee, customer…
Financial Health
StrongStrong · Hiring · 73% CAGR over 4y
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Computed from 5 filingsDevelops AI software that maps a firm’s roles, workflows, communications and documents to generate customised AI assistants, prompts and automated workflows for employees. Provides configuration,…
Sells to firms adopting AI across investment banking, specialty insurance, executive search, venture capital, consultant relations, law, advisory, defense tech and charities, targeting teams from…
Financial Health
StrongStrong · Hiring · 17% CAGR over 5y
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Computed from 2 filingsDevelops software platform that connects residential energy devices such as EV chargers, heat pumps and home batteries to electricity flexibility markets, enabling suppliers and device makers to…
Serves energy suppliers, OEMs and home battery or EV charger portfolio owners managing customers’ residential energy assets for UK and European flexibility markets.
Financial Health
StrongStrong · Hiring · 150% CAGR over 1y
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Computed from 4 filingsOperates an online marketplace for carbon removal credits, enabling corporate buyers to source, compare and purchase verified carbon removal from projects such as biochar and direct air capture,…
Sells to corporate buyers procuring carbon removal for net zero commitments, including sustainability and procurement teams at businesses seeking spot purchases, multi-year offtake agreements, and…
Financial Health
HealthyHealthy · Hiring · 77% CAGR over 3y
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Computed from 2 filingsDevelops an AI platform that analyses commercial property portfolios to assess energy efficiency, regulatory compliance risks, and retrofit opportunities. Generates building-level energy models,…
Serves commercial property owners, landlords, asset managers and real estate investors managing portfolios of offices and other commercial buildings, particularly those facing UK MEES, retrofit and…
Financial Health
StableStable · Hiring · 50% CAGR over 1y
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Computed from 3 filingsOperates an online B2B platform for the fresh produce industry that connects growers, importers, wholesalers and retailers. Enables businesses to find trading partners, communicate, share supply and…
Serves B2B fresh produce supply chain businesses, including fruit and vegetable growers, importers, wholesalers and retailers seeking trading partners, suppliers and buyers.
Financial Health
StableStable · 4% CAGR over 2y
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Develops email productivity software that converts incoming email requests into scheduled tasks and meetings based on user availability and calendars, helping teams track work assignments and…
Targets B2B teams and managers in office-based organisations that handle email-driven requests, task assignment and meeting scheduling across shared availability.
Financial Health
N/AN/A
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Computed from 5 filingsProvides operations management software for property managers, enabling scheduling and automation of property inspections, tracking and restocking of supplies, and coordination and management of…
Serves property managers and their operations teams, likely B2B customers responsible for inspections, supplies, and crew coordination in managed properties.
Financial Health
StableStable · Hiring · 57% CAGR over 4y
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Computed from 4 filingsProvides a cloud-based analytics platform that measures employee health and workplace wellbeing. Collects and analyses workforce data to assess impacts on productivity, presenteeism and absence,…
Serves businesses and employers seeking to understand employee wellbeing, absence and presenteeism, including HR, wellbeing and leadership teams responsible for workplace health and productivity.
Financial Health
WeakWeak · -6% CAGR over 3y
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Computed from 3 filingsProvides one-to-one online tutoring in maths and English for children aged 5–16, delivering personalised lessons with qualified teachers, learning assessments, progress tracking, and a parent portal…
Serves parents and guardians of children aged 5-16 seeking Maths and English tutoring support, primarily for UK school-age learners through online one-to-one sessions.
Financial Health
StableStable · -24% CAGR over 2y
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Computed from 3 filingsProvides automation and AI software and consultancy for healthcare and life sciences organisations. Offers RPA, workflow orchestration, data integration, OCR and chatbot tools to automate…
Serves B2B healthcare and life sciences organisations, including NHS trusts, hospitals, health service providers and clinical or back-office teams seeking automation, data and AI support.
Financial Health
DistressedDistressed · -29% CAGR over 2y
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Computed from 5 filingsDevelops and operates an online educational platform for children focused on reading and writing skills. Provides interactive lessons, creative writing activities, worksheets, and teaching resources,…
Serves parents, homeschool families and primary/elementary teachers seeking reading and writing support for children, with materials for classrooms, summer learning and home use.
Financial Health
StableStable · Hiring · 26% CAGR over 4y
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Computed from 5 filingsDevelops software platform for apparel and sportswear brands that enables on‑demand and customised clothing production. Tools connect product design, customer ordering and manufacturing workflows,…
Serves fashion, sportswear and teamwear brands seeking customised or made-to-order apparel programmes, including D2C consumer customisation and custom teamwear operations for major apparel brands.
Financial Health
WeakWeak · -12% CAGR over 4y
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Computed from 3 filingsProvides competitor price monitoring and tracking software for retailers and brands. Uses web scraping and AI product matching to compare product prices across websites, generate reports and alerts,…
Serves B2B retailers and brands that need to monitor competitor pricing, reseller activity and marketplace prices across product ranges, including ecommerce, pricing and commercial teams.
Financial Health
HealthyHealthy · 0% CAGR over 2y
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Key facts
About 9% of the trading cohort reports turnover above £5M (12 of 124 firms) — the rest sits below that revenue band.
12% of the cohort was incorporated since 2022 (15 firms), so a sizeable share is in its first few filing cycles.
70.2% of the tracing cohort also run the associated cloud platform, pointing to websites tied to wider managed-cloud workloads rather than a standalone monitoring tag.
50.8% also use a content-delivery and edge-security layer, so many adopters pair observability with traffic-management infrastructure.
Client-side analytics and tag-management tools each appear on 34.7% of the cohort, indicating that tracing often sits alongside product and marketing measurement.
SaaS is the largest tagged sector at 23.4%, followed by startup-labelled firms at 16.1% and equal 12.9% shares for media and AI-related businesses.
Financial-health classifications are spread across operating bands: 25.8% are stable, 12.1% are weak and 10.5% are distressed.
What else do Google Cloud Trace users run?
Share of the 124 Google Cloud Trace-running UK companies where each technology was also detected. As of June 2026.
Who runs Google Cloud Trace in the UK?
By sector
Sectors overlap, so shares need not sum to 100%.
By financial health
From filed accounts; firms with fewer than two filings show as insufficient history.
7
Median headcount
£553.7K
Median UK turnover
9.7%
Above £5M turnover
15
Incorporated since 2022
Verified directors — included in the file
Director names and roles for these 207 companies, alongside financials and websites, in one Excel + CSV file.
How Google Cloud Trace usage is detected
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.
Google Cloud Trace is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
Google Cloud Trace elsewhere
Frequently asked questions
How many companies in London use Google Cloud Trace?
How is Google Cloud Trace usage detected?
What kinds of companies use Google Cloud Trace in London?
What do Google Cloud Trace users in London also run?
How fresh is this data?
Can I get contact details for these companies?
Buy all 207 companies as a spreadsheet.
One Excel/CSV file with company details, websites and key data — yours to download and use.