Marketing technology usage in the UK

Analytics, tag managers, pixels, CRM and testing tools — the marketing stack of popular sites.

44%

Web analytics

5,028 / 11,322

44%

Tag manager

5,016 / 11,322

24%

Ad pixels

2,688 / 11,322

26%

Cookie consent banner

3,000 / 11,322

By market

Metric	United Kingdom	Global	Netherlands	Italy	Spain	Japan	Latin America
Web analytics	44%	43%	35%	47%	42%	41%	45%
Tag manager	44%	40%	43%	40%	46%	58%	45%
Ad pixels	24%	23%	14%	26%	23%	20%	31%
Session replay	9%	5.5%	4.3%	5%	5.6%	5.5%	10%
Cookie consent banner	26%	20%	20%	37%	30%	3.3%	8.3%
Marketing automation	2.3%	4.4%	1.4%	1.6%	2.1%	1.6%	3.1%
Email marketing	9.5%	2.3%	6.6%	5.7%	5.4%	0.7%	2.7%
Live chat	8.5%	6.2%	9.5%	13%	14%	1.2%	35%
A/B testing	3.6%	3.7%	4.5%	1.4%	2.7%	0.9%	1.8%
Personalization	0.7%	0.5%	0.3%	0.2%	0.4%	0.8%	0.7%
No analytics at all	56%	57%	65%	53%	58%	59%	55%

#	Technology	United Kingdom	Global	Netherlands	Italy	Spain	Japan	Latin America
1	Google Analytics 4	18%	19%	13%	22%	22%	25%	27%
2	Cloudflare Web Analytics	18%	13%	15%	11%	9.6%	2.2%	13%
3	Universal Analytics (legacy)	12%	9%	7.4%	10%	13%	21%	13%
4	Matomo	1.7%	2.6%	3%	8.7%	2.5%	0.5%	1%
5	Comscore	1.2%	2%	0.3%	1.9%	1.6%	<0.1%	1.1%
6	Umami	0.9%	0.3%	1%	1%	0.8%	<0.1%	0.2%
7	Plausible	0.6%	0.4%	0.2%	0.3%	<0.1%	<0.1%	<0.1%
8	PostHog	0.4%	0.5%	0.2%	0.2%	0.1%	<0.1%	0.2%
9	Yandex Metrica	0.4%	3.6%	<0.1%	0.2%	0.2%	<0.1%	0.1%
10	Quantcast Measure	0.3%	0.5%	<0.1%	0.4%	0.4%	0.3%	<0.1%
11	Fathom	0.3%	0.2%	0.1%	<0.1%	<0.1%	<0.1%	<0.1%
12	StatCounter	0.3%	0.2%	0.2%	<0.1%	0.2%	<0.1%	<0.1%

#	Technology	United Kingdom	Global	Netherlands	Italy	Spain	Japan	Latin America
1	Google Tag Manager	42%	38%	42%	39%	44%	57%	44%
2	Adobe Experience Platform Tags	2.4%	2.3%	0.7%	1.2%	1.7%	1.1%	1.1%
3	Tealium iQ	0.6%	0.8%	0.3%	0.6%	0.9%	0.2%	0.3%
4	Ensighten	<0.1%	0.1%	<0.1%	<0.1%	<0.1%	0.2%	<0.1%
5	Yahoo! JAPAN Tag Manager	0%	0.1%	0%	0%	0%	2.9%	0%

#	Technology	United Kingdom	Global	Netherlands	Italy	Spain	Japan	Latin America
1	HubSpot	0.9%	2.3%	0.5%	0.6%	0.8%	0.4%	1.7%
2	Salesforce Account Engagement (Pardot)	0.3%	0.3%	<0.1%	<0.1%	<0.1%	0.6%	<0.1%
3	Salesforce Marketing Cloud	0.2%	0.4%	0.2%	0.3%	0.4%	0.2%	0.6%
4	SAP Emarsys	0.2%	0.2%	0.2%	0.2%	0.3%	0%	0.3%
5	Jotform	0.2%	<0.1%	0.1%	<0.1%	<0.1%	<0.1%	0.1%
6	Marketo	0.1%	0.5%	<0.1%	0%	<0.1%	0.2%	<0.1%
7	Oracle Eloqua	0.1%	0.3%	<0.1%	<0.1%	0.2%	0.2%	<0.1%
8	Typeform	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%
9	Dynamics 365 Customer Insights	<0.1%	<0.1%	0.1%	<0.1%	<0.1%	0%	<0.1%
10	Braze	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%
11	MoEngage	<0.1%	<0.1%	<0.1%	0%	0%	<0.1%	<0.1%
12	Pipedrive	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	0%	<0.1%

#	Technology	United Kingdom	Global	Netherlands	Italy	Spain	Japan	Latin America
1	Klaviyo	4.7%	0.6%	2.7%	1.8%	2%	0.4%	0.9%
2	Mailchimp	3.9%	1%	2.7%	1.7%	1.6%	0.2%	1%
3	Omnisend	0.4%	0.1%	0.1%	0.2%	0.1%	0.2%	0.2%
4	Brevo (Sendinblue)	0.4%	0.2%	0.5%	1.9%	1.2%	<0.1%	0.4%
5	OptinMonster	0.3%	0.3%	0.4%	0.2%	0.1%	<0.1%	<0.1%
6	MailerLite	0.2%	0.1%	0.2%	<0.1%	0.3%	<0.1%	<0.1%
7	ActiveCampaign	<0.1%	<0.1%	0.3%	0.2%	0.3%	0%	0.2%
8	Kit (ConvertKit)	<0.1%	<0.1%	<0.1%	0%	0%	0%	0%
9	Privy	<0.1%	<0.1%	0%	0%	0%	<0.1%	<0.1%
10	GetResponse	<0.1%	<0.1%	0%	<0.1%	0%	0%	0%
11	Sumo	<0.1%	<0.1%	0%	<0.1%	0%	0%	0%

#	Technology	United Kingdom	Global	Netherlands	Italy	Spain	Japan	Latin America
1	VWO	1.4%	1.6%	2.1%	0.4%	1%	0.3%	1%
2	Convert	0.7%	0.3%	1.2%	0.2%	0.1%	<0.1%	0.2%
3	AB Tasty	0.6%	0.3%	0.1%	0.2%	0.5%	0.1%	0.1%
4	Optimizely	0.5%	0.7%	0.3%	0.2%	0.3%	0.1%	<0.1%
5	Google Optimize (retired)	0.2%	0.3%	0.3%	0.1%	0.3%	0.3%	0.3%
6	Kameleoon	0.1%	0.3%	0.3%	0.2%	0.2%	<0.1%	<0.1%
7	Adobe Target	<0.1%	0.3%	<0.1%	0.1%	0.1%	<0.1%	<0.1%
8	GrowthBook	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	0%	<0.1%
9	LaunchDarkly	<0.1%	<0.1%	<0.1%	0%	<0.1%	0%	<0.1%
10	Statsig	0%	<0.1%	0%	0%	0%	0%	0%

Our crawler: 11,322 sites · United Kingdom · updated 13 Nov 2026 · Methodology

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