Tag manager Used by UK B2B Companies: Market Share (2026)
Detected tag manager market share across 24,777 of 112,345 trading UK B2B companies, led by Google Tag Manager at 97.9%.
Among 112,345 trading UK B2B companies, 24,777 have a detectable tag manager. Google Tag Manager dominates the detected market, appearing at 24,247 companies, or 97.9% of detected companies.
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That pattern holds across company size bands. Google Tag Manager leads Under 10 employees with 97.8% of 15,756 companies, 10–50 employees with 98.0% of 7,762 companies, and Over 50 employees with 97.9% of 1,259 companies.
Four tag manager systems are detected in total. The long tail is narrow: Draftpress HFCM is detected at 842 companies, or 3.4%; PixelYourSite at 259, or 1.0%; and Adobe Dynamic Tag Management at 183, or 0.7%.
24,777
B2B with detected Tag manager
Of 112,345 UK B2B
22.1%
Detection rate
2026
4
Systems detected
In this category
97.9%
Leader share
Google Tag Manager
UK B2B Tag manager market share
Share of the 24,777 UK B2B with a detectable system. As of June 2026.
Tag manager compared
| System | UK B2B | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Google Tag Manager | 24,247 | 97.9% | 6 | 21.8% | Six-headcount teams, near-universal usage |
| Draftpress HFCM | 842 | 3.4% | 6 | 23.3% | Six-headcount teams, secondary usage |
| PixelYourSite | 259 | 1% | 6 | 18.1% | Six-headcount teams, minor usage |
| Adobe Dynamic Tag Management | 183 | 0.7% | 5 | 31.1% | Five-headcount teams, London-skewed minority usage |
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 Tag manager system shifts with company size: among UK B2B with under 10 employees, Google Tag Manager leads at 97.8% of the 15,756 with a detectable system; among UK B2B with 10–50 employees, Google Tag Manager leads at 98% of the 7,762 with a detectable system; and among UK B2B with over 50 employees, Google Tag Manager leads at 97.9% of the 1,259 with a detectable system.
Under 10 employees
97.8% of band
At 15,756 companies, this is the largest detected employee band, and Google Tag Manager leads with 97.8%. Draftpress HFCM, PixelYourSite and Adobe Dynamic Tag Management compete in the remaining usage.
10–50 employees
98% of band
The 10–50 employees band contains 7,762 companies with a detectable tag manager, with Google Tag Manager leading at 98.0%. The three smaller systems address a limited residual market rather than a separate scale segment.
Over 50 employees
97.9% of band
The Over 50 employees band contains 1,259 companies, and Google Tag Manager still leads with 97.9%. Larger-company usage does not show a separate incumbent, with the remaining share spread across the other detected systems.
How 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.
All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.
UK B2B by Tag manager
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Frequently asked questions
What is the most-used Tag manager among UK B2B companies?
How many UK B2B companies have a detectable Tag manager?
What is a Tag manager?
How is Tag manager usage detected?
Which has more UK B2B companies, Google Tag Manager or Draftpress HFCM?
What is the best Tag manager for UK B2B companies?
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