Startup Companies Using Google Tag Manager in the UK: 843 Active Firms (2026)
Startups running tag-management software build early-stage products and services while measuring website acquisition and conversion in the UK.
Adoption usually sits with growth, product and analytics teams rather than central IT, because the tool controls how marketing pixels, analytics events and conversion tests are deployed. In startup settings it tends to signal a direct-channel acquisition model: paid search, content, partner referrals or product-led sign-up paths need attribution that can be changed without engineering tickets. Engagements are usually modest licences plus set-up by an in-house marketer, a fractional analytics specialist or a small agency; only later do implementation controls move into formal data governance. The buyer is therefore often a founder-led growth function before a dedicated revenue-operations team exists.
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UK adoption is concentrated but not only London-based: 843 actively trading startups run this tag-management stack, and London accounts for 49.7% of the cohort. The South East follows at 10.8%, with the South West and North West each at 7.0%, and the East of England at 5.6%. This tag-management stack sits first in the category ranking at 100.0% of the cohort; an alternative enterprise tag manager appears at 0.2%, so overlap rather than exclusivity is likely. The employment footprint is modest, with companies reporting 1,244 employees between them.
Startup status does not create a separate permissioning regime. These companies still meet Companies House filing duties, including confirmation statements, and filers may need to verify identity through GOV.UK One Login before filing. The practical regulatory question is activity-specific: financial services, energy supply, aviation, healthcare or privacy-sensitive processing brings permissions or oversight from the FCA, OFGEM, CAA, MHRA or ICO. For companies running tag-management software, privacy and consent controls sit close to procurement because advertising tags, analytics scripts and conversion pixels can move personal information across several service providers.
Adoption appears likely to persist where startups rely on paid acquisition, content funnels and self-serve onboarding, but the implementation pattern may become less casual. Growth teams tend to add tags quickly in early commercial life, then pull control back as finance, security and product analytics functions ask for clearer ownership. Bundling by analytics, consent and advertising platforms may reduce the number of stand-alone choices, while agency-managed setups remain common for companies without a permanent revenue-operations function. The cohort therefore looks less like a settled software estate than a set of firms moving from founder-led experimentation towards governed measurement.
Adoption by company size
Adoption of Google Tag Manager rises with company size across the trading UK startup companies in this cohort. 29.7% of the 1,979 companies with under 10 employees run Google Tag Manager (588 detected). 35% of the 586 companies with 10–50 employees run Google Tag Manager (205 detected). 45.5% of the 11 companies with over 50 employees run Google Tag Manager (5 detected). That is a 15.8% gap between the over 50 employees and under 10 employees bands.
843
Active firms
2026
100%
Of detected Tag managers share
UK startup
6
Median headcount
Filed accounts
2,070
Verified contacts
Across this cohort
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Key facts
About 1% of the trading cohort reports turnover above £5M (3 of 843 firms) — the rest sits below that revenue band.
23% of the cohort was incorporated since 2022 (199 firms), so a sizeable share is in its first few filing cycles.
One tag-management system accounts for 100.0% (843) of detectable systems in this startup cohort; another detectable tag manager appears in 0.2% (2).
Edge-delivery tooling co-occurs on 61.2% (516) of these sites, while web-analytics tooling appears on 46.1% (389).
London accounts for 49.7% (419) of detected startup users, ahead of the South East at 10.8% (91).
The cohort overlaps with adjacent technology tags: SaaS appears on 64.7% (545), AI & Machine Learning on 25.3% (213), and Fintech on 13.5% (114).
Startup status does not create a separate UK permissioning regime; Companies House filings still apply, and FCA, OFGEM, CAA or MHRA permissions are needed where the underlying activity is regulated.
Tag manager market share among UK Startup
What else do Google Tag Manager-running Startup run?
Share of the 843 Google Tag Manager-running UK companies where each technology was also detected. As of June 2026.
Where Google Tag Manager Startup are, and how healthy they look
By region
By registered-office region; companies without a regional match count toward Rest of UK.
By financial health
From filed accounts; firms with fewer than two filings show as insufficient history.
6
Median headcount
£410.6K
Median UK turnover
0.4%
Above £5M turnover
199
Incorporated since 2022
2,070 verified decision-maker contacts
across these 843 companies, with emails available in Firmbase. Filter by role, seniority and stack.
Top UK Startup using Google Tag Manager
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.
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Computed from 5 filingsProvides software that enables brands to embed “where to buy” and purchase links in digital content such as websites, social media, video and email, connecting consumers to online retailers and store…
Serves B2B consumer brands and their marketing, ecommerce and media teams seeking to connect digital content to retail purchase paths across websites, social, video, display, email and search.
Financial Health
StableStable · 0% CAGR over 4y
Location
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Computed from 5 filingsDevelops workforce management software for shift‑based organisations, providing tools for employee scheduling, time and attendance tracking, mobile clock‑in, payroll data export, incident reporting,…
Serves shift-based organisations with hourly workforces, including live events venues, security firms, temporary staffing agencies and fire departments, targeting shift, operations, finance and HR…
Financial Health
StrongStrong · Hiring · 7% CAGR over 4y
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Computed from 4 filingsProvides a software platform that generates white‑label SEO and website audits for sales teams, agencies and resellers. Tools analyse local search performance, competitors, technical SEO and online…
Serves B2B providers selling local digital marketing to SMBs, including agencies, media groups, local directories, web hosts, domain registrars, telecoms and vertical SaaS firms, especially sales…
Financial Health
StrongStrong · Growing, Hiring · 65% CAGR over 3y
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Computed from 2 filingsProvides software platform and analytics tools that measure website and application performance, identify user experience issues, and quantify revenue loss from slow pages or errors, helping product…
Sells to product, ecommerce, digital experience and site reliability teams at enterprise brands that rely on websites or apps for conversions and revenue.
Financial Health
StrongStrong · Growing, Hiring · 20% CAGR over 1y
Location
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Computed from 5 filingsProvides digital identity and age verification services using Open Banking data. Offers APIs for customer onboarding, KYC checks, e‑signing authentication, direct debit setup, and pre‑employment or…
Serves UK businesses needing online identity or age checks, including financial services KYC teams, eCommerce and gaming operators, employers, landlords, e-signing providers and platforms subject to…
Financial Health
StrongStrong · Hiring · 7% CAGR over 5y
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Computed from 3 filingsProvides an online platform for creating and managing investment vehicles such as SPVs and venture funds. Offers fund structuring, capital calls, investor onboarding, legal and tax documentation,…
Serves B2B private market participants: founders raising capital, angel syndicate leads, and fund managers/VC firms that pool investments and manage investors, including users collecting capital…
Financial Health
StrongStrong · Hiring · 47% CAGR over 2y
Location
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Computed from 5 filingsOperates an online platform that enables creators to receive tips from supporters, sell digital or physical products, offer paid memberships, accept commissions, and manage fan support, with payments…
Serves independent creators and online communities, including artists, streamers, writers, crafters, podcasters, video creators, cosplayers, musicians and developers seeking income from fans and…
Financial Health
StrongStrong · Hiring · 34% CAGR over 4y
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Computed from 5 filingsDevelops a personal finance mobile app that aggregates bank accounts, tracks spending and subscriptions, sets budgets and bill reminders, and provides analytics on net worth. Also offers payments,…
Serves consumers seeking personal finance management, including everyday budgeters, renters, savers, beginner investors, and users managing personal, joint or small business accounts; also addresses…
Financial Health
StrongStrong · Growing, Hiring · 24% CAGR over 4y
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Computed from 5 filingsProvides an all‑in‑one software platform for experience and event businesses to build branded websites, sell tickets and packages, process payments, manage bookings, run CRM and marketing campaigns,…
Serves B2B experience operators and creators, including music event organisers, entertainment and competitive socialising venues, and adventure businesses.
Financial Health
StrongStrong
Location
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Computed from 3 filingsProvides a real-time credit data platform and API for lenders to search, report, and manage credit information. Offers tools for affordability assessment, fraud detection, identity and risk analysis,…
Sells to B2B lenders and financial services firms, especially credit risk, underwriting, fraud and compliance teams. Targets organisations using real-time credit, affordability and identity data for…
Financial Health
StrongStrong · Hiring · 134% CAGR over 2y
Location
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Computed from 5 filingsProvides an open‑banking payment platform offering one‑click account‑to‑account checkout for online merchants. Includes customer verification and onboarding tools, payment links, and a dashboard to…
Serves B2B online merchants, ecommerce businesses, fintechs and money remittance companies that need payment checkout, payment links, transaction monitoring or customer onboarding.
Financial Health
StrongStrong
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Computed from 5 filingsDevelops and operates an AI-powered platform that generates business websites and provides tools for marketing, customer relationship management, invoicing, and lead capture, enabling small…
Sells to small business owners and solo service providers, including home services, health and wellness, professional services, food and events, pet and auto, and creative or digital businesses.
Financial Health
StrongStrong · Growing · 0% CAGR over 4y
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Computed from 5 filingsProvides a digital platform for hospitality businesses to manage customer loyalty programmes, CRM and marketing communications, and to offer online ordering for delivery and click‑and‑collect through…
Serves UK hospitality businesses, especially coffee shops, bakeries, restaurants and multi-site food venues seeking loyalty, CRM, delivery, pickup and customer data tools.
Financial Health
StrongStrong · Growing, Hiring · 19% CAGR over 4y
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Computed from 5 filingsProvides an email and contact data platform for sales and recruitment teams. Offers email and phone lookup, a Chrome extension, prospect search portal, outreach campaign tools, AI email…
Serves B2B sales teams, recruiters and hiring teams, from startups to Fortune 500 companies, that need professional contact data for prospecting and outreach.
Financial Health
StrongStrong · Hiring · 8% CAGR over 4y
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Computed from 5 filingsProvides an online job search platform listing roles from technology and startup companies, offering personalised job recommendations, company profiles, salary and diversity information, and…
Serves job seekers seeking tech, startup and remote roles, alongside employers ranging from startups to large technology companies hiring candidates.
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StrongStrong
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Computed from 4 filingsDevelops project management software for creative teams and agencies, providing tools to plan jobs, schedule staff, track time, manage workflows, generate quotes and invoices, and report on project…
Sells B2B to creative businesses, especially agencies, design studios, in-house creative teams and architecture practices managing client-based work.
Financial Health
StrongStrong · Hiring · 18% CAGR over 4y
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Computed from 5 filingsProvides flexible funding products for small and medium-sized businesses, including revolving credit facilities and debt consolidation lines. Offers tools and resources such as performance…
Serves UK SMEs and founders of growing businesses, with partner channels and introducers also addressed for referrals and business support.
Financial Health
StrongStrong · Growing, Hiring · 43% CAGR over 4y
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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
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Computed from 4 filingsOperates digital platforms and services focused on the over‑50s market, including a job board for candidates and employers, a consumer content and membership platform, and enterprise services helping…
Sells to a mix of B2B and B2C customers focused on the over-50s market: large global corporations seeking to attract over-50s talent and consumers, hirers and job candidates, and individual over-50…
Financial Health
StrongStrong · Growing, Hiring · 85% CAGR over 3y
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Computed from 5 filingsProvides a SaaS platform for designing, pricing, trading and monitoring structured investment products and OTC derivatives. Connects private banks, asset managers, brokers and issuers through a…
Serves B2B financial institutions in structured products, including private banks, asset managers, wealth managers, financial advisers, specialised brokers and distributors, with connectivity to…
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StrongStrong
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Computed from 5 filingsDevelops regulatory compliance software for food, dietary supplement and cosmetics brands. Platform checks product formulations and ingredients against market regulations, assesses market entry…
Serves consumer product brands and technical/regulatory teams in the food, food supplement and cosmetics sectors, especially those launching products into Amazon and EU country marketplaces.
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StrongStrong
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Computed from 4 filingsOperates an online platform and mobile app that connects users with paid online activities such as surveys, games and partner offers, rewarding completion with points redeemable for cash or gift…
Targets young consumers, including students and early-career adults, who want extra income, side-hustle opportunities, rewards and practical personal-finance learning via mobile and web.
Financial Health
StrongStrong · Hiring · 31% CAGR over 3y
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Computed from 3 filingsProvides software and managed services for global indirect tax compliance. Platform automates sales tax, VAT and GST registration, calculation, filing and remittance, integrating with e‑commerce and…
Serves B2B eCommerce, SaaS, tech and marketplace businesses, including Shopify-led brands and global companies, with founders, CFOs, accountants and operators as key buyers.
Financial Health
StrongStrong · Hiring · 134% CAGR over 2y
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Computed from 5 filingsOperates an online platform that connects customers with service providers for household services including cleaning, handyman work, pest control, and home moving. Provides booking, account…
Serves household customers and businesses needing local cleaning, handyman, pest control and moving providers, while also targeting tradespeople and service providers who want to join the platform.
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Computed from 2 filingsProvides software for managing workforce compliance, training records, certifications, and safety communications. The platform centralises skills and HSEQ data, monitors expiring credentials, sends…
Sells to businesses and public sector organisations with complex, distributed workforces, especially in construction, manufacturing, FMCG, energy, home services and public services. Targets HSEQ…
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StrongStrong · Growing, Hiring · 22% CAGR over 1y
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Computed from 4 filingsProvides a retail analytics platform that tracks online pricing, promotions, search visibility, product content, and retail media across retailers. Supplies daily data and insights to support pricing…
Serves consumer goods brands, suppliers and retailers worldwide, targeting commercial, sales, revenue, category insight, eCommerce, marketing and quality teams involved in retail performance.
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StrongStrong · Growing, Hiring · 98% CAGR over 3y
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Computed from 5 filingsProvides online mentoring and career progression software. The platform enables organisations to run mentoring, coaching and buddy programmes, match mentors with mentees, schedule meetings, track…
Serves businesses, professional organisations and educational institutions running mentoring programmes for employees, students or members, plus individual professionals seeking mentors and career…
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StrongStrong · Growing, Hiring · 25% CAGR over 5y
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Computed from 4 filingsDevelops software that provides digital receipt and post‑purchase engagement tools for retailers. Platform links in‑store transactions to customer profiles, delivers receipts via digital channels,…
Serves independent, mid-sized and enterprise retailers and growing consumer brands, with their shoppers as end users.
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StrongStrong · Hiring · 63% CAGR over 3y
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Computed from 4 filingsProvides a videometrics market research platform that collects and analyses video and audio recordings of consumers during in‑store, online, and at‑home shopping or product use, generating…
Serves global B2B consumer brands, manufacturers and market research teams that need shopper and consumer insights, including teams studying in-store, e-commerce and at-home product decisions.
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StrongStrong · Hiring · 59% CAGR over 3y
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Computed from 3 filingsProvides a digital mental health engagement platform for businesses, offering clinically reviewed content, AI‑driven conversational tools, and integrations via API, SDK, or embed to guide users to…
Serves B2B organisations, especially insurers, private medical insurers, banks and large employers, that need to support the mental wellbeing of their customers, members or employees.
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StrongStrong · Growing, Hiring · 81% CAGR over 2y
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Computed from 5 filingsProvides a payment automation platform for businesses and accounting firms to process bulk supplier and payroll payments, manage approval workflows, and send international transfers. Integrates with…
Serves accounting and bookkeeping firms, business finance and payroll teams, and multi-entity groups using Xero, QuickBooks, payroll or expense platforms.
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StrongStrong · Growing, Hiring · 60% CAGR over 4y
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Computed from 5 filingsOperates an online platform that enables users to book desks, meeting rooms, and office spaces on demand. Connects businesses with hosts offering underused workspace and provides software tools and…
Serves businesses managing hybrid workforces, including teams seeking on-demand workspaces, serviced offices, event venues or office booking technology; also addresses hosts with unused office space.
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StrongStrong · Hiring · 52% CAGR over 4y
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Computed from 5 filingsOperates a mobile app and platform that allows users to compare prices and arrival times from licensed taxi and private hire operators, book local cab journeys or airport transfers, track drivers,…
Serves UK consumers needing local taxi, cab and airport transfer journeys, plus business users seeking corporate ground transport across UK towns, cities and airports.
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HealthyHealthy · Hiring · 50% CAGR over 4y
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Computed from 3 filingsDevelops sales enablement and customer onboarding software. Provides digital sales room workspaces where sales teams share content, proposals, quotes and action plans with buyers, track engagement…
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StrongStrong · Growing, Hiring · 78% CAGR over 2y
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Computed from 5 filingsDevelops a no-code software platform that enables businesses to build and run custom web applications such as CRMs, internal tools, workflow systems and customer portals, using spreadsheet or…
Serves business teams and enterprises worldwide, including operations, programme management, CRM and customer portal owners needing tailored internal, customer and partner applications.
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StrongStrong · Growing, Hiring · 8% CAGR over 4y
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Computed from 4 filingsProvides a no‑code software platform for document automation and lifecycle management, enabling businesses to create automated document templates, manage approvals and workflows, build custom…
Serves B2B and public-sector back-office teams, including legal, procurement, HR, finance, operations, sales and IT, across enterprise, midsize and early-stage organisations in sectors such as…
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StrongStrong · Hiring · 26% CAGR over 3y
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Computed from 3 filingsDevelops and operates a mobile app providing personal finance and investing education. Offers courses, a trading simulator using virtual funds, market news podcasts, budgeting tools, and an online…
Serves women consumers globally, especially beginners seeking confidence with personal finance, budgeting and investing. Targets individuals wanting community-based support to make first investments…
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Computed from 5 filingsDevelops pension tracing software used by financial advisers, pension providers and fintechs. Provides automated tools to locate pension schemes from employer data, manage letters of authority, and…
Sells to B2B financial services firms, including pension providers, fintechs, wealth platforms and financial advisers seeking customer-facing pension tracing and letter of authority services.
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StrongStrong · Growing, Hiring · 41% CAGR over 4y
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Computed from 5 filingsProvides online recruitment software that generates job adverts, checks adverts for bias, converts adverts into social media content, creates interview plans, and produces Boolean search strings from…
Sells to agency recruiters and in-house recruitment or talent acquisition teams that need tools for job adverts, interview planning, sourcing searches, and recruitment marketing.
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StrongStrong · 145% CAGR over 2y
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Computed from 5 filingsProvides employee benefits brokerage and a digital platform that enables employers to manage flexible benefits packages. Services include benefits consulting, insurance-based employee benefits, perks…
Sells to SMEs with 10-250 employees, especially HR, operations and people leaders at growing businesses seeking employee benefits support and a benefits platform for their staff.
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StrongStrong · Hiring · 41% CAGR over 4y
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Computed from 3 filingsProvides an electric car salary sacrifice scheme enabling employers to offer employees leased electric or hybrid vehicles paid through pre‑tax payroll deductions. Platform includes vehicle sourcing,…
Targets employers offering employee benefits and their staff seeking electric or hybrid cars through salary sacrifice, serving businesses managing workplace benefits, payroll and employee…
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StrongStrong · Hiring · 283% CAGR over 2y
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Computed from 5 filingsProvides software for retailers to manage and monetise in‑store retail media. Platform supports advertising inventory management, campaign execution, artwork and display compliance tracking, demand…
Sells to B2B retail organisations, especially store-based retailers with large physical location networks, and the retail media, marketing and campaign teams managing in-store inventory, advertisers,…
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StrongStrong · Hiring · 6% CAGR over 4y
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Computed from 3 filingsDevelops advertising technology that delivers cookieless, AI‑driven digital advertising based on content relevance, aiming to improve user engagement and attention without reliance on third‑party…
Serves B2B digital advertisers, brand marketing teams and media agencies seeking cookieless advertising technology for user engagement campaigns.
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StrongStrong · Growing, Hiring · 58% CAGR over 2y
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Computed from 5 filingsProvides a data analytics platform for the media and advertising sector that aggregates viewing data from streaming and linear TV sources to measure audiences, deduplicate cross‑platform reach, and…
Serves broadcasters, OTT publishers and media companies, targeting ad sales, marketing and content teams, plus agencies involved in video audience and advertising measurement.
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StrongStrong · Growing, Hiring · 8% CAGR over 5y
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Computed from 5 filingsProvides a programmatic advertising platform that curates and filters ad inventory for demand‑side platforms. Uses AI and contextual data to shape traffic, optimise bidding, and connect advertisers…
Serves B2B programmatic advertising buyers, including marketers, advertisers, agencies and DSP users, as well as digital publishers in the open internet ecosystem.
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StrongStrong · Growing, Hiring · 82% CAGR over 4y
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Computed from 3 filingsDevelops a market intelligence platform that scans the internet to identify companies and provide B2B data. Offers sales lead generation tools, CRM data enrichment and refresh services, contact and…
Serves B2B companies, particularly enterprise clients, board-level decision makers, and sales and marketing teams seeking market intelligence, contact data, and lead generation across global markets.
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StrongStrong · Hiring · 6% CAGR over 2y
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Computed from 5 filingsProvides a SaaS platform for digital invoice distribution, customer communications and payment initiation. The system enables businesses to send invoices across multiple channels, manage onboarding,…
Serves European invoice-heavy businesses with large customer bases and high transaction volumes, spanning high-volume B2C and B2B billers and some public sector organisations.
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StrongStrong · Hiring · 63% CAGR over 4y
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Computed from 5 filingsDevelops an online software platform for mortgage intermediaries and advisers that supports managing client cases, processing mortgage applications, and administering related documentation and…
Serves UK mortgage intermediaries and advisers, including broker firms and advisory teams operating in the mortgage advice market.
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HealthyHealthy · Hiring · 19% CAGR over 4y
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Computed from 5 filingsDevelops a platform for building and deploying AI agents that automate business tasks within tools such as Slack, Microsoft Teams, Google Workspace, and marketing platforms. Provides ready‑made…
Sells to SMEs and enterprises, particularly marketing, e-commerce, operations, customer support, customer success and SaaS teams using tools such as Slack, Microsoft Teams, Google Workspace and…
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StrongStrong · Growing, Hiring · 15% CAGR over 4y
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Computed from 5 filingsDevelops and provides health and safety management software that enables organisations to record incidents, conduct audits and risk assessments, manage permits to work, track PPE and assets, deliver…
Serves businesses of all sizes that manage workplace health and safety, especially organisations with staff, visitors, contractors, lone workers, mobile teams, site operations or high-risk activities.
Financial Health
StrongStrong · Growing, Hiring · 16% CAGR over 4y
Location
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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. startup companies are identified using Firmbase's semantic classification of company activity, built from filings, websites and registered SIC codes rather than SIC codes alone. The detected counts and share figures on this page are computed within that sector cohort, so "share" always means share of startup companies with a detectable system — not of all UK companies.
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.
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Frequently asked questions
How many UK startup companies use Google Tag Manager?
What share of UK startup companies run Google Tag Manager?
How is Google Tag Manager usage detected?
What size startup companies use Google Tag Manager in the UK?
What do Google Tag Manager-running startup companies also run?
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