Most-Used Analytics by UK Companies (2026)

Updated June 2026

Detected Analytics usage across 77,080 of 2,038,606 trading UK companies, with Google Analytics appearing on 89.4% of detected companies.

Among 2,038,606 trading UK companies, 77,080 have a detectable Analytics system. Google Analytics is the clear centre of gravity, appearing at 89.4% (68,920), while Site Kit is the next most common at 9.7% (7,499).

Usage varies little by employee band. Google Analytics has the largest detected share among Under 10 employees at 89.9% of 50,835 companies, 88.9% of 23,086 companies in 10–50 employees, and 86.1% of 3,159 companies in Over 50 employees.

The long tail is broad: 61 systems are detected in total, with 53 further systems covering 4,297 companies. Behind Site Kit, the next named systems are Microsoft Clarity at 5.5% (4,258), MonsterInsights at 4.9% (3,783), PixelYourSite at 1.0% (793), Leadfeeder at 0.9% (710), Statcounter at 0.9% (700) and Lead Forensics at 0.9% (685).

77,080

Companies with detected Analytics

Of 2,038,606 UK companies

3.8%

Detection rate

2026

Systems detected

In this category

89.4%

Leader share

Google Analytics

UK companies Analytics market share

Other (53 systems)

Share of the 77,080 UK companies with a detectable system. As of June 2026.

Analytics compared

System	UK companies	Share	Median headcount	London share	Typical profile
Google Analytics	68,920	89.4%	6	18.9%	6-person median, 89.4% share
Site Kit	7,499	9.7%	6	16.7%	6-person median, 9.7% share
Microsoft Clarity	4,258	5.5%	8	21.3%	8-person median, 21.3% London
MonsterInsights	3,783	4.9%	6	18.4%	6-person median, 4.9% share
PixelYourSite	793	1%	6	17.8%	6-person median, 1.0% share
Leadfeeder	710	0.9%	7	27.2%	7-person median, 27.2% London
Statcounter	700	0.9%	6	12.7%	6-person median, 12.7% London
Lead Forensics	685	0.9%	6	17.8%	6-person median, 0.9% share
TWIPLA	611	0.8%	8	19%	8-person median, 0.8% share
Plausible	536	0.7%	7	26.7%	7-person median, 26.7% London
Fathom Analytics	496	0.6%	6	20.8%	6-person median, 0.6% share
ExactMetrics	464	0.6%	6	17.2%	6-person median, 0.6% share
Metricool	390	0.5%	9	16.2%	9-person median, 0.5% share
Crazy Egg	390	0.5%	7	27.2%	7-person median, 27.2% London
Experian	374	0.5%	6	19.8%	6-person median, 0.5% share
Contentsquare	303	0.4%	7	26.1%	7-person median, 26.1% London
PostHog	269	0.3%	7	41.3%	7-person median, 41.3% London
CallRail	261	0.3%	8	19.5%	8-person median, 0.3% share
Mouseflow	257	0.3%	8	23.7%	8-person median, 23.7% London
Gauges	243	0.3%	—	—	View these companies in Firmbase →
PagePulse	235	0.3%	—	—	View these companies in Firmbase →
Snitcher	231	0.3%	—	—	View these companies in Firmbase →
Pingdom	230	0.3%	—	—	View these companies in Firmbase →
AdvertiserReports	222	0.3%	—	—	View these companies in Firmbase →
Lucky Orange	212	0.3%	—	—	View these companies in Firmbase →
Microsoft Power BI	212	0.3%	—	—	View these companies in Firmbase →
Mux	207	0.3%	—	—	View these companies in Firmbase →
ZoomInfo	197	0.3%	—	—	View these companies in Firmbase →
Clicky	172	0.2%	—	—	View these companies in Firmbase →
Leadinfo	163	0.2%	—	—	View these companies in Firmbase →
Dynatrace	160	0.2%	—	—	View these companies in Firmbase →
Matomo Analytics	156	0.2%	—	—	View these companies in Firmbase →
Smartlook	142	0.2%	—	—	View these companies in Firmbase →
Snowplow Analytics	138	0.2%	—	—	View these companies in Firmbase →
Comscore	137	0.2%	—	—	View these companies in Firmbase →
IPTrack.io	137	0.2%	—	—	View these companies in Firmbase →
Pendo	132	0.2%	—	—	View these companies in Firmbase →
FullStory	132	0.2%	—	—	View these companies in Firmbase →
Quantcast	132	0.2%	—	—	View these companies in Firmbase →
CallTrackingMetrics	125	0.2%	—	—	View these companies in Firmbase →
Zipkin	121	0.2%	—	—	View these companies in Firmbase →
Burst	120	0.2%	—	—	View these companies in Firmbase →
Amplitude	115	0.1%	—	—	View these companies in Firmbase →
AppsFlyer	113	0.1%	—	—	View these companies in Firmbase →
CANDDi	107	0.1%	—	—	View these companies in Firmbase →
Piwik PRO	106	0.1%	—	—	View these companies in Firmbase →
Lotame	106	0.1%	—	—	View these companies in Firmbase →
Azure Monitor	103	0.1%	—	—	View these companies in Firmbase →
SiteWit	95	0.1%	—	—	View these companies in Firmbase →
WebSuccess	92	0.1%	—	—	View these companies in Firmbase →
Heap	89	0.1%	—	—	View these companies in Firmbase →
Albacross	88	0.1%	—	—	View these companies in Firmbase →
Tableau	87	0.1%	—	—	View these companies in Firmbase →
GatorLeads	84	0.1%	—	—	View these companies in Firmbase →
Visitor Queue	79	0.1%	—	—	View these companies in Firmbase →
Whoisvisiting	72	0.1%	—	—	View these companies in Firmbase →
ResponseTap	68	0.1%	—	—	View these companies in Firmbase →
Quotemedia	63	0.1%	—	—	View these companies in Firmbase →
Mediahawk	62	0.1%	—	—	View these companies in Firmbase →
Adjust	57	0.1%	—	—	View these companies in Firmbase →
Adobe Analytics	45	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

Under 10 employees

Google Analytics

89.9% of band

Under 10 employees is the main detected base, with 50,835 companies. Google Analytics accounts for 89.9%, while the wider competitor set includes Site Kit, Microsoft Clarity, MonsterInsights and the 53 further systems in the long tail.

10–50 employees

Google Analytics

88.9% of band

10–50 employees contains 23,086 companies and looks only slightly less concentrated, with Google Analytics at 88.9%. Site Kit, Microsoft Clarity and MonsterInsights form the named second tier in the wider market, with smaller systems also present.

Over 50 employees

Google Analytics

86.1% of band

Over 50 employees is smaller at 3,159 companies and less concentrated, though Google Analytics still accounts for 86.1%. Competitors remain fragmented across Site Kit, Microsoft Clarity, MonsterInsights and 53 further systems covering 4,297 companies overall.

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 companies by Analytics

Related directories

Analytics Used by UK B2B: Market Share (2026)Analytics Used by UK B2C: Market Share (2026)Analytics Used by UK field services: Market Share (2026)Analytics Used by UK construction: Market Share (2026)Analytics Used by UK wholesale: Market Share (2026)

Frequently asked questions

What is the most-used Analytics among UK companies?

Google Analytics is the most-detected Analytics among UK companies, with 89.4% share (68,920 of 77,080 companies with a detectable system), ahead of Site Kit (9.7%) and Microsoft Clarity (5.5%).

How many UK companies have a detectable Analytics?

77,080 of 2,038,606 actively-trading UK companies (3.8%) 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 visits, traffic sources and on-site actions for a company website or digital service. For UK companies, it turns those signals into reports used to understand acquisition, content performance and conversion paths.

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 companies, Google Analytics or Site Kit?

Google Analytics: 68,920 detected companies versus 7,499 for Site Kit, of the 77,080 UK companies with a detectable Analytics.

What is the best Analytics for UK companies?

This page reports observed usage rather than recommendations, so there is no single “best” Analytics system here. Google Analytics has the largest detected share overall, at 89.4% (68,920 of 77,080 companies with a detectable Analytics system), and it is also largest in each employee band: Under 10 employees at 89.9% of 50,835 companies, 10–50 employees at 88.9% of 23,086 companies, and Over 50 employees at 86.1% of 3,159 companies.

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