Companies Using Google Tag Manager in London: 9,441 Active Firms (2026)
Companies using tag management run public websites that coordinate scripts, consent events and advertising pixels across London.
Adoption usually sits with marketing operations, ecommerce, analytics and web teams rather than a single IT buyer. Companies running this tag-management technology tend to have paid acquisition, lead-generation or content-led journeys where campaign teams need to publish measurement tags without waiting for every website release. It also signals a governance layer: consent events, conversion tracking and third-party scripts need routing through a controlled container. Typical users are mid-market operators and enterprise divisions with agency involvement, compliance review, and several internal stakeholders touching the public website.
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London has 9,441 actively trading companies running this tag-management technology, making adoption visible across digital commerce, property, travel, services, construction and software-led operators. The centre of gravity is not only consumer ecommerce; many users appear to be B2B firms where the public website is a measurable sales channel. Reported employment across London users stands at 18,711 people, pointing to a cohort with many small operating teams alongside larger marketing-led organisations. The adoption pattern fits the capital’s mix of agencies, international sellers and regulated service businesses that need auditable website change control.
UK websites running tag-management, scripts, pixels or similar storage and access technologies are mainly governed by PECR and UK GDPR rather than a sector-specific licence. ICO guidance expects organisations to tell users which storage and access technologies are in use, explain their purpose, and obtain prior consent to the UK GDPR standard unless an exception applies. That scope covers cookies, tracking pixels, link decoration, device fingerprinting, web storage, scripts and tags. Third-party technologies embedded in an online service remain within the website operator’s compliance responsibilities.
Adoption appears likely to become more governance-led as marketing measurement, consent management and website performance move closer together. Buyers tend to want fewer unmanaged scripts, clearer ownership of change approval, and better evidence that tags fire only in permitted conditions. Smaller users may keep the stack because agencies understand it; larger users may place more controls around it through privacy, security and procurement teams. Consolidation pressure is likely to come less from tag management itself and more from analytics, consent and advertising platforms bundling adjacent workflow.
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 Tag Manager rises with company size across the trading companies in this cohort. 1.2% of the 532,485 companies with under 10 employees run Google Tag Manager (6,526 detected). 16.3% of the 15,364 companies with 10–50 employees run Google Tag Manager (2,508 detected). 25% of the 1,763 companies with over 50 employees run Google Tag Manager (441 detected). That is a 23.8% gap between the over 50 employees and under 10 employees bands.
9,441
Active firms
2026
734
Above £5M turnover
Trading firms
6
Median headcount
Filed accounts
20,339
Verified directors
Across this cohort
Top companies using Google Tag Manager 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 5 filingsProvides a programmatic advertising platform that enables agencies and brands to plan, buy, and optimise digital ad campaigns. Offers AI‑driven targeting, campaign management and analytics across…
Serves advertising agencies, brands and in-house digital marketing teams running programmatic campaigns, across sectors including B2B, political, retail, travel, healthcare, finance and regulated…
Financial Health
StrongStrong · Growing, Hiring · 52% CAGR over 4y
Location
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Computed from 4 filingsOperates online sports betting and iGaming businesses through brands such as Betway, providing sportsbook and casino platforms. Manages brand development, partnerships with sports teams and leagues,…
Serves adult consumers in regulated online sports betting and iGaming markets, plus commercial partners such as sports teams, leagues and entertainment brands.
Financial Health
HealthyHealthy · Hiring · 39% CAGR over 3y
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Computed from 2 filingsOperates a full-service hotel providing guest rooms and suites, on-site restaurants and bars, meeting and event facilities, and leisure amenities including a spa, swimming pool and fitness centre for…
Serves leisure travellers, families and city-break visitors to central London, plus corporate, government and agency bookers seeking accommodation and meetings/events space near Westminster and the…
Financial Health
StrongStrong · Hiring · 138% CAGR over 1y
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Computed from 3 filingsDevelops a digital analytics platform that collects and analyzes user behaviour data from websites and apps, providing product analytics, session replay, heatmaps, A/B testing, and experimentation…
Serves product, data, engineering, marketing and executive teams at startups and enterprises, including financial services, B2B, media, healthcare and ecommerce organisations.
Financial Health
StrongStrong · Hiring · 32% CAGR over 2y
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Computed from 5 filingsProvides commercial and operational support services to affiliated companies that operate online travel metasearch platforms, enabling users to search and compare prices and itineraries for flights,…
Serves a mix of B2C leisure travellers and business travellers worldwide, including corporate travel users, across flights, accommodation, car hire and package travel markets.
Financial Health
HealthyHealthy · Profitable · 1% CAGR over 4y
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Computed from 3 filingsDevelops and markets beauty products including cosmetics and skincare, as part of a wider consumer goods portfolio that also includes personal care, home care and food brands.
Sells primarily to consumers globally across beauty and wellbeing, personal care, home care and foods categories, spanning everyday household shoppers and buyers of premium indulgence brands.
Financial Health
StrongStrong · Profitable, Hiring · 22% CAGR over 2y
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Computed from 3 filingsDevelops and provides an online collaborative whiteboard and visual workspace platform that enables teams to plan projects, design products, run workshops, create diagrams, and manage workflows using…
Serves distributed business teams of any size, from startups and small businesses to enterprises, especially product, engineering, design, marketing, operations and IT teams in software, professional…
Financial Health
StrongStrong · Hiring · 33% CAGR over 2y
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Computed from 5 filingsOperates an online wholesale marketplace connecting independent retailers with brands and suppliers. The platform enables businesses to browse and order wholesale products including homeware, beauty…
Serves independent retailers buying wholesale stock for resale, and independent consumer goods brands seeking retailer customers, across homeware, gifts, fashion, beauty, food, pets and kids in the…
Financial Health
StrongStrong · Growing, Hiring · 92% CAGR over 4y
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Computed from 5 filingsProvides a platform for video game developers to operate online webstores and in‑game purchases. Processes player payments, manages checkout, subscriptions, taxes, fraud and chargebacks as merchant…
Targets B2B customers in the gaming sector: game studios, publishers and online game server operators with player communities, including teams pursuing direct-to-consumer commerce across global…
Financial Health
StrongStrong · Growing, Hiring · 57% CAGR over 6y
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Computed from 5 filingsMarkets and promotes a global network of independently owned boutique hotels and resorts, and operates an international reservation platform. Provides online booking, travel content, and a loyalty…
Serves affluent leisure travellers booking boutique luxury hotels worldwide, plus travel agents and independently managed luxury hotels seeking membership, distribution and reservation support.
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StrongStrong
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Computed from 4 filingsProvides online payment and financial services for businesses, freelancers, and marketplaces, including cross-border payment processing, multi‑currency accounts, mass payouts, invoicing, and tools to…
Serves freelancers, eCommerce sellers, digital marketplaces, agencies, startups, exporters and global businesses that need to pay or get paid across borders, including platforms managing mass payouts…
Financial Health
StrongStrong · Growing, Hiring · 37% CAGR over 3y
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Computed from 5 filingsProvides support services to an affiliated company that develops and operates a developer data platform. Activities include assisting with sales, marketing, and technical support for cloud database…
Serves software developers, startups, AI innovators and enterprise technology teams, with industry focus on financial services, telecoms, healthcare, retail, public sector and manufacturing.
Financial Health
StrongStrong · Hiring · 28% CAGR over 5y
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Computed from 5 filingsOperates a chain of hotels providing short‑stay accommodation in compact guest rooms. Offers en‑suite rooms with beds, Wi‑Fi, televisions and climate control, along with on‑site cafés serving…
Serves leisure and short-stay travellers seeking affordable, centrally located hotel accommodation in London, Bath, Glasgow and Liverpool, including couples and city visitors wanting walkable access…
Financial Health
StrongStrong
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Computed from 2 filingsProvides travel and lifestyle concierge services delivered through a technology platform and lifestyle managers. Arranges travel, dining, entertainment and other personal services for members,…
Serves private and retail banks, premium payment card providers, luxury brands and corporates targeting affluent or high-net-worth customers, plus affluent individuals seeking personal membership.
Financial Health
HealthyHealthy · Profitable · -2% CAGR over 1y
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Computed from 5 filingsProvides media planning and buying services for brands and charities, using audience insight and data analysis to plan, place and measure advertising across channels including TV, out‑of‑home and…
Serves B2B clients including charities, consumer brands and commercial organisations, with examples spanning visitor attractions, NGOs, food and drink, and fitness or wellness brands.
Financial Health
StrongStrong · Growing, Hiring · 16% CAGR over 4y
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Computed from 5 filingsProvides digital marketing and technology services for brands, including AI transformation, data and technology consulting, customer experience design, e‑commerce development, media and brand…
Serves enterprise and global brand marketing, digital and technology teams, especially in banking, financial services, insurance, consumer packaged goods, health, retail and commerce, and tech, media…
Financial Health
StrongStrong · Hiring · 15% CAGR over 5y
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Computed from 5 filingsDevelops cloud-based customer relationship management (CRM) software for sales and go-to-market teams. Platform provides customizable data models, workflow automation, AI-assisted search and…
Sells to B2B companies’ go-to-market, revenue, sales and business operations teams, especially teams managing customer data, outreach, pipelines and reporting.
Financial Health
StrongStrong · Growing, Hiring · 23% CAGR over 4y
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Computed from 5 filingsOnline retailer of diamond and gemstone jewellery, selling engagement rings, wedding rings, earrings, pendants and bracelets in metals such as platinum, gold and silver, including pieces with natural…
Serves UK consumers buying engagement and wedding jewellery, diamond accessories and gifts for partners, family and occasions, with ranges for women, men and different budgets.
Financial Health
StrongStrong · Profitable, Growing, Hiring · 40% CAGR over 4y
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Computed from 3 filingsProvides a mobile demand-side platform for programmatic advertising, enabling app and game marketers to run user acquisition and retargeting campaigns, manage bidding algorithms, and analyse data…
Serves B2B app and game marketers at performance brands, agencies and holding companies, including entertainment, gaming, finance, food delivery, retail/ecommerce, social media and travel businesses.
Financial Health
StrongStrong · Growing, Hiring · 19% CAGR over 2y
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Computed from 5 filingsProvides data and digital media consulting services, helping advertisers implement and manage advertising platform technologies, develop data strategies, run and measure digital marketing campaigns,…
Serves enterprise brands and marketing teams seeking data strategy, digital media transformation, campaign measurement and e-commerce advertising support, including organisations managing first-party…
Financial Health
StrongStrong · Hiring · 48% CAGR over 6y
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Computed from 5 filingsOperates and manages theatre venues including the Apollo, Lyric, Palace, Garrick, Duchess and Vaudeville theatres. Hosts stage productions such as plays, musicals and comedy shows, and sells tickets…
Serves B2C customers including individual theatregoers, families and tourists, plus group bookers and education audiences seeking West End musicals, plays, comedy, concerts and events in London.
Financial Health
StrongStrong · Hiring · 9% CAGR over 4y
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Computed from 5 filingsDesigns and sells men’s clothing and accessories, including shirts, overshirts, knitwear, jackets, trousers, denim and footwear. Products are sold through an online store as well as wholesale and…
Serves male consumers shopping for contemporary clothing and accessories online or in retail, with worldwide shipping, and also sells wholesale to fashion retailers and stockists.
Financial Health
HealthyHealthy · Hiring · 49% CAGR over 5y
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Computed from 5 filingsDesigns and distributes hairbrushes and hair care tools, including detangling brushes, styling and blow‑dry brushes, scalp massagers and combs, along with detangling sprays and grooming brushes for…
Serves B2C shoppers with varied hair types and hair concerns, including adults, parents buying for children, and pet owners seeking cat and dog grooming products.
Financial Health
HealthyHealthy · Hiring · 7% CAGR over 4y
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Computed from 5 filingsOperates an online platform for booking private door‑to‑door car transfers between cities, airports, and hotels in multiple countries. Connects travellers with vetted local drivers and allows…
Serves individual travelers, tourists, families and small groups seeking private door-to-door transfers between cities, hotels and airports, with international coverage across 120+ countries.
Financial Health
HealthyHealthy · Hiring · 89% CAGR over 4y
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Computed from 2 filingsProvides travel agency services specialising in tailor‑made package holidays. Arranges flights, hotels, cruises, tours, island‑hopping and multi‑centre trips to destinations in Europe, the Middle…
Serves UK holidaymakers—couples, families and groups—seeking luxury, tailor-made beach, cruise, tour and multi-centre trips, and also supports travel agents booking packages for their clients.
Financial Health
StrongStrong · Hiring · 17% CAGR over 1y
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Computed from 4 filingsOrganises industry conferences, summits, webinars and workshops that connect professionals, investors and experts in technology, healthcare, legal and consumer sectors, providing research-driven…
Serves B2B audiences: executives, founders, investors and professionals in health, technology, legal/compliance and consumer sectors, especially early adopters and growth-market leaders seeking…
Financial Health
HealthyHealthy · -81% CAGR over 3y
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Computed from 5 filingsProvides fertility diagnostics and treatments including IVF, IUI and egg freezing. Offers male and female fertility assessments, genetic testing, counselling, and services such as sperm and egg…
Serves private and NHS-referred fertility patients in the UK, including individuals, couples, LGBTQ+ and transgender patients, plus hospitals and health professionals referring fertility and…
Financial Health
HealthyHealthy · Profitable, Hiring · 18% CAGR over 4y
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Computed from 5 filingsOrganises gap year, adventure travel, volunteering and paid work abroad programmes for young adults. Offers group tours, round‑the‑world trips and short‑term travel experiences across multiple…
Sells to 18-30 consumers, especially first-time backpackers, solo travellers, gap year students, university students, young workers on short breaks, couples and groups of friends seeking overseas…
Financial Health
StrongStrong · Hiring · 12% CAGR over 4y
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Computed from 4 filingsProvides digital marketing and technology consulting services including digital advertising management, marketing data analytics, adtech implementation, and cloud and e‑commerce solutions. Helps…
Sells to businesses’ in-house marketing, analytics and IT teams, and collaborates with media agencies. Targets companies seeking digital growth through advertising, data, ecommerce and cloud,…
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HealthyHealthy
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Computed from 4 filingsProvides a cloud‑based platform for employee recognition, customer loyalty, and sales incentive programs. Offers customizable reward storefronts, global reward catalogues, travel incentives, and…
Serves businesses and channel partners across technology, automotive, financial services, retail, healthcare and communications, targeting HR, sales, marketing and loyalty teams managing employee,…
Financial Health
StrongStrong · Hiring · 55% CAGR over 4y
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Computed from 4 filingsOperates an online retail platform selling health and wellbeing products, including supplements, nutrition products, health technology devices, cookware, and sleep or fitness aids. Curates products…
Serves health-conscious consumers seeking personalised wellbeing support across nutrition, fitness, mental wellbeing and sleep, with UK shoppers explicitly targeted through delivery, student and NHS…
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StrongStrong
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Computed from 3 filingsDevelops and provides cloud-based digital asset management software used to store, organise, manage and distribute digital media files. The platform includes content workflow tools, analytics,…
Serves B2B marketing, brand, creative services and digital teams at small, midsize and enterprise organisations across consumer brands, technology, healthcare, finance, manufacturing, automotive,…
Financial Health
StrongStrong · Hiring · 35% CAGR over 2y
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Computed from 3 filingsArranges accommodation and travel services for international students, including residence bookings for academic and short stays, booking management, and related support services for students,…
Serves students and parents, including international students, plus education agents and partner organisations arranging academic or short stays in London, Brighton, Leeds and Dublin.
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StrongStrong · Profitable, Hiring · 46% CAGR over 2y
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Computed from 3 filingsProvides managed hosting platforms for WordPress websites and applications, including site management, security, performance optimisation, developer tools, and infrastructure for e‑commerce, media,…
Serves B2B customers including enterprise digital teams, creative agencies, developers, small businesses, ecommerce retailers and media/newsroom organisations using WordPress websites and…
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StrongStrong · Profitable, Growing · 4% CAGR over 2y
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Computed from 5 filingsOperates an online retail store selling men’s and women’s clothing, including chinos, trousers, shirts, jackets, dresses and accessories. Offers branded apparel collections and seasonal styles…
Sells directly to UK retail consumers shopping online for men’s and women’s casual, office and everyday clothing, especially chinos, khakis, trousers, tops, outerwear and accessories.
Financial Health
StrongStrong · Hiring · 15% CAGR over 5y
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Computed from 3 filingsActs as an insurance broker arranging car, van, home, landlord and travel insurance policies. Specialises in cover for drivers with motoring convictions, previous claims, or low no‑claims bonuses,…
Serves UK consumers and small business vehicle owners seeking car, van, home, landlord or travel cover, including drivers with motoring convictions, previous claims, low no-claims bonus or other…
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StrongStrong · Growing, Hiring · 14% CAGR over 2y
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Computed from 5 filingsDevelops AI-based software platform for banks and payment providers to detect and prevent fraud and financial crime. Provides transaction monitoring, identity verification, anti‑money‑laundering…
Serves B2B financial institutions and the public sector, including retail banks, corporate and commercial banks, merchant acquirers, payment service providers, core banking providers, and government…
Financial Health
StrongStrong · Hiring · 96% CAGR over 4y
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Computed from 5 filingsProvides a financial research platform that aggregates macroeconomic and financial market data from multiple sources and offers tools for analysis, charting, visualization, and report creation used…
Serves B2B financial and economic research users at hedge funds, investment banks, asset managers, research institutions, pension funds and corporations, including economists, strategists and traders.
Financial Health
StrongStrong · Growing, Hiring · 44% CAGR over 4y
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Computed from 3 filingsProvides business process and digital operations services including customer experience management, financial services operations, financial crime compliance, data and analytics, digital marketing,…
Serves large enterprises and Fortune 500 clients in banking, financial services and insurance, telecom, media, entertainment, fashion, luxury, high-tech, manufacturing, distribution, retail and…
Financial Health
StrongStrong · Growing, Hiring · 29% CAGR over 2y
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Computed from 5 filingsProvides social media and influencer marketing services for brands, including social media strategy, creative content production, campaign development, creator partnerships, community management, and…
Serves marketing teams at large consumer-facing brands in the UK and US, including food and drink, retail, restaurant, delivery, healthcare, travel, technology and entertainment companies.
Financial Health
StrongStrong · Hiring · 79% CAGR over 4y
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Computed from 5 filingsDevelops digital asset management and proposal management software for architecture, engineering and construction firms. The platform organizes project images and marketing assets, and provides AI…
Serves B2B marketing, proposal and submissions teams at architecture, engineering and construction firms, from small engineering practices to larger contractors and design consultancies.
Financial Health
StrongStrong · Hiring · 9% CAGR over 5y
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Computed from 4 filingsProvides cloud-based HR, payroll and recruitment software for businesses. Platform includes tools for payroll processing, pension submissions, employee onboarding, time and attendance tracking,…
Serves UK SMEs and SMB employers, especially HR, payroll and hiring teams. Also targets accounting firms, payroll bureaus and referral partners serving small-business clients.
Financial Health
StrongStrong · Hiring · 100% CAGR over 3y
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Computed from 5 filingsProvides affiliate and partnership marketing management for brands, including affiliate programme strategy, partner recruitment, publisher development, influencer campaigns, and performance tracking…
Targets marketing and growth leaders at established consumer and B2B brands, including Fortune 500 companies, across retail, ecommerce and other industries investing in affiliate, influencer and…
Financial Health
HealthyHealthy · Hiring · 26% CAGR over 5y
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Computed from 3 filingsProvides sales support, marketing, and research and development services to affiliated companies developing enterprise automation software. Supports promotion and adoption of a platform for robotic…
Serves enterprises and public sector organisations, targeting business and IT teams in banking, financial services, healthcare, insurance, manufacturing, supply chain, finance, HR, QA/testing and…
Financial Health
StableStable · Hiring · 10% CAGR over 2y
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Computed from 5 filingsProvides recruitment and staffing services supplying temporary labour, contract staff, and permanent placements across sectors including construction, engineering, healthcare, IT, and business…
Serves employers across Europe seeking temporary labour, permanent placements and managed workforce support, especially in construction, engineering, healthcare, financial services, administration,…
Financial Health
StrongStrong · Growing, Hiring · 172% CAGR over 4y
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Computed from 2 filingsProvides specialty insurance and risk management products, underwriting programmes for automotive, consumer goods and other sectors. Works with brokers and managing general agents to develop…
Serves MGAs, brokers, businesses and individuals seeking specialty insurance in automotive, consumer goods and other risk markets, with partners across Europe, the UK, Americas and Asia.
Financial Health
HealthyHealthy · Hiring · 33% CAGR over 1y
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Computed from 3 filingsProvides continuing professional development training for solicitors, accountants, financial services and HR professionals through online courses, live webinars, virtual classrooms and in-person…
Serves legal, accountancy, financial services, HR, property and construction professionals and their employers, from individual practitioners to large UK organisations.
Financial Health
HealthyHealthy · Profitable · 4% CAGR over 2y
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Computed from 5 filingsDevelops business management and field service software for industries such as pest control, lawn care, cleaning and security. Products include routing optimisation, workforce management, ERP,…
Serves B2B field service and mobile workforce businesses, including pest control, lawn care, landscaping, cleaning, janitorial, security guarding, delivery, logistics and medical transport operators.
Financial Health
StrongStrong · Growing, Hiring · 3% CAGR over 4y
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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
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Key facts
About 7% of the trading cohort reports turnover above £5M (734 of 9,441 firms) — the rest sits below that revenue band.
9% of the cohort was incorporated since 2022 (861 firms), so a sizeable share is in its first few filing cycles.
Tag-management use in London skews towards content-managed public sites: 57.9% of the cohort also run a content-management platform and 50.4% use a web performance or security layer.
Analytics and search tooling often sit alongside tag management, with 43.8% also running a web analytics tool and 35.6% pairing it with search-optimisation software.
Sector tags overlap, but SaaS accounts for 11.9% of the London cohort, followed by Real Estate & Property at 8.6% and Travel & Hospitality at 7.7%.
PECR and UK GDPR govern most UK websites using scripts, pixels or similar storage and access technologies, with ICO guidance requiring prior consent unless an exception applies.
UK digital ad spend reached £35.5 billion in 2024, up 13% year on year, with search accounting for 47% at £16.6 billion.
What else do Google Tag Manager users run?
Share of the 9,441 Google Tag Manager-running UK companies where each technology was also detected. As of June 2026.
Who runs Google Tag Manager 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.
6
Median headcount
£567.4K
Median UK turnover
7.8%
Above £5M turnover
861
Incorporated since 2022
Verified directors — included in the file
Director names and roles for these 19,261 companies, alongside financials and websites, in one Excel + CSV file.
How Google Tag Manager 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 Tag Manager is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
Google Tag Manager elsewhere
Frequently asked questions
How many companies in London use Google Tag Manager?
How is Google Tag Manager usage detected?
What kinds of companies use Google Tag Manager in London?
What do Google Tag Manager users in London also run?
How fresh is this data?
Can I get contact details for these companies?
Buy all 19,261 companies as a spreadsheet.
One Excel/CSV file with company details, websites and key data — yours to download and use.