Most-Used Analytics by UK Companies (2026)
Detected Analytics usage across 61,959 UK companies, with Google Analytics ahead on 85.4% of detections (52,909 companies).
Among 2,066,481 trading UK companies, 61,959 have a detectable Analytics system. Google Analytics accounts for 85.4% of detections, with 52,909 companies, leaving the rest of the market split across 35 other systems.
Read more
Microsoft Clarity is the next largest named system at 6.9% and 4,257 companies, followed by MonsterInsights at 6.1% and 3,783. Statcounter, TWIPLA, Plausible, Fathom Analytics and ExactMetrics each sit between 0.8% and 1.1%.
Long-tail usage is visible but thin: 28 further systems cover 2,299 companies. The employee bands show the same pattern, with Google Analytics leading under 10 employees at 86.6%, 10–50 employees at 83.3%, and over 50 employees at 80.2%.
61,959
Companies with detected Analytics
Of 2,066,481 UK companies
3%
Detection rate
2026
36
Systems detected
In this category
85.4%
Leader share
Google Analytics
UK companies Analytics market share
Share of the 61,959 UK companies with a detectable system. As of June 2026.
Analytics compared
| System | UK companies | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Google Analytics | 61,959 | 100% | 6 | 19.2% | Small employers, category default |
| Microsoft Clarity | 4,272 | 6.9% | 8 | 21.4% | Small employers, second-place usage |
| MonsterInsights | 3,783 | 6.1% | 6 | 18.3% | Small employers, third-place usage |
| Statcounter | 702 | 1.1% | 6 | 13.1% | Small employers, long-tail usage |
| TWIPLA | 618 | 1% | 8 | 19.6% | Small employers, long-tail usage |
| Plausible | 539 | 0.9% | 7 | 25.6% | Small employers, London-skewed usage |
| Fathom Analytics | 501 | 0.8% | 6 | 20.4% | Small employers, long-tail usage |
| ExactMetrics | 463 | 0.7% | 6 | 17.4% | Small employers, long-tail usage |
| Crazy Egg | 390 | 0.6% | 7 | 27.6% | Small employers, London-skewed usage |
| Contentsquare | 303 | 0.5% | 6 | 25.6% | Small employers, London-skewed usage |
| PostHog | 270 | 0.4% | 6 | 40.5% | Small employers, London-skewed usage |
| CallRail | 258 | 0.4% | 8 | 19.2% | Small employers, niche usage |
| Mouseflow | 259 | 0.4% | 8 | 23.8% | Small employers, niche usage |
| Gauges | 244 | 0.4% | — | — | Buy these companies as a spreadsheet → |
| PagePulse | 237 | 0.4% | — | — | Buy these companies as a spreadsheet → |
| AdvertiserReports | 219 | 0.4% | — | — | Buy these companies as a spreadsheet → |
| Lucky Orange | 214 | 0.3% | — | — | Buy these companies as a spreadsheet → |
| Microsoft Power BI | 211 | 0.3% | — | — | Buy these companies as a spreadsheet → |
| Clicky | 174 | 0.3% | — | — | Buy these companies as a spreadsheet → |
| Matomo Analytics | 159 | 0.3% | — | — | Buy these companies as a spreadsheet → |
| Branch | 152 | 0.2% | — | — | Buy these companies as a spreadsheet → |
| Smartlook | 145 | 0.2% | — | — | Buy these companies as a spreadsheet → |
| Pendo | 131 | 0.2% | — | — | Buy these companies as a spreadsheet → |
| FullStory | 127 | 0.2% | — | — | Buy these companies as a spreadsheet → |
| CallTrackingMetrics | 127 | 0.2% | — | — | Buy these companies as a spreadsheet → |
| Burst | 118 | 0.2% | — | — | Buy these companies as a spreadsheet → |
| Amplitude | 116 | 0.2% | — | — | Buy these companies as a spreadsheet → |
| AppsFlyer | 111 | 0.2% | — | — | Buy these companies as a spreadsheet → |
| Piwik PRO | 106 | 0.2% | — | — | Buy these companies as a spreadsheet → |
| SiteWit | 96 | 0.2% | — | — | Buy these companies as a spreadsheet → |
| WebSuccess | 89 | 0.1% | — | — | Buy these companies as a spreadsheet → |
| Heap | 89 | 0.1% | — | — | Buy these companies as a spreadsheet → |
| Tableau | 86 | 0.1% | — | — | Buy these companies as a spreadsheet → |
| Mediahawk | 63 | 0.1% | — | — | Buy these companies as a spreadsheet → |
| Adjust | 50 | 0.1% | — | — | Buy these companies as a spreadsheet → |
| Adobe Analytics | 47 | 0.1% | — | — | 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 companies with under 10 employees, Google Analytics leads at 86.6% of the 41,565 with a detectable system; among UK companies with 10–50 employees, Google Analytics leads at 83.3% of the 17,965 with a detectable system; and among UK companies with over 50 employees, Google Analytics leads at 80.2% of the 2,429 with a detectable system.
Under 10 employees
86.6% of band
Under 10 employees covers 41,565 companies with a detectable Analytics system, and Google Analytics leads at 86.6%. Across the wider market, Microsoft Clarity at 6.9% and MonsterInsights at 6.1% are the nearest named alternatives.
10–50 employees
83.3% of band
10–50 employees includes 17,965 companies, with Google Analytics still leading at 83.3%. Microsoft Clarity and MonsterInsights remain the main named alternatives across the category, while 28 further systems together cover 2,299 companies.
Over 50 employees
80.2% of band
Over 50 employees is the smallest band at 2,429 companies, with Google Analytics on 80.2%. Microsoft Clarity sits at 6.9% across the category, and MonsterInsights at 6.1%, leaving the rest split across smaller systems.
How Analytics 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.
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
Frequently asked questions
What is the most-used Analytics among UK companies?
How many UK companies have a detectable Analytics?
What is a Analytics?
How is Analytics usage detected?
Which has more UK companies, Google Analytics or Microsoft Clarity?
What is the best Analytics for UK companies?
Buy all 61,959 companies as a spreadsheet.
One Excel/CSV file with company details, websites and key data — yours to download and use.