Marketing technology usage in the UK

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

42%

Web analytics

4,956 / 11,909

45%

Tag manager

5,401 / 11,909

26%

Ad pixels

3,154 / 11,909

27%

Cookie consent banner

3,190 / 11,909

By market

Metric	United Kingdom	Global	Netherlands	Italy	Spain	Japan	Latin America
Web analytics	42%	43%	32%	45%	42%	40%	44%
Tag manager	45%	40%	46%	40%	46%	56%	45%
Ad pixels	26%	23%	16%	27%	24%	21%	33%
Session replay	10%	5.8%	5.2%	5.4%	6.1%	6%	11%
Cookie consent banner	27%	19%	21%	37%	30%	3.2%	8%
Marketing automation	2.3%	4.4%	1.4%	1.6%	2%	1.6%	3%
Email marketing	12%	2.7%	8.8%	7.1%	6.4%	1.2%	3.7%
Live chat	9.2%	6.3%	11%	14%	15%	1.2%	36%
A/B testing	3.7%	3.8%	4.7%	1.6%	3%	1%	1.8%
Personalization	0.8%	0.6%	0.3%	0.2%	0.3%	0.8%	0.7%
No analytics at all	58%	57%	68%	55%	58%	60%	56%

#	Technology	United Kingdom	Global	Netherlands	Italy	Spain	Japan	Latin America
1	Google Analytics 4	18%	19%	13%	22%	23%	24%	27%
2	Cloudflare Web Analytics	14%	12%	10%	11%	9%	2.3%	12%
3	Universal Analytics (legacy)	12%	9.4%	8.1%	10%	13%	20%	13%
4	Matomo	1.7%	2.6%	3%	8.3%	2.2%	0.6%	0.9%
5	Comscore	1.2%	2%	0.3%	1.9%	1.5%	<0.1%	1.1%
6	Umami	1%	0.3%	1.1%	0.9%	0.8%	<0.1%	0.2%
7	Plausible	0.5%	0.4%	0.2%	0.3%	0.1%	<0.1%	<0.1%
8	Yandex Metrica	0.4%	3.9%	<0.1%	0.2%	0.2%	<0.1%	0.1%
9	PostHog	0.4%	0.5%	0.2%	0.2%	0.2%	0%	0.1%
10	StatCounter	0.4%	0.2%	0.2%	<0.1%	0.2%	<0.1%	0.1%
11	Quantcast Measure	0.3%	0.5%	<0.1%	0.3%	0.4%	0.4%	<0.1%
12	Fathom	0.3%	0.2%	0.2%	<0.1%	0%	<0.1%	<0.1%

#	Technology	United Kingdom	Global	Netherlands	Italy	Spain	Japan	Latin America
1	Google Tag Manager	43%	38%	45%	39%	45%	55%	44%
2	Adobe Experience Platform Tags	2.6%	2.4%	0.7%	1.1%	1.8%	1.1%	1.1%
3	Tealium iQ	0.6%	0.7%	0.3%	0.5%	0.8%	0.2%	0.3%
4	Ensighten	<0.1%	0.1%	<0.1%	0%	0%	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	1%	2.3%	0.5%	0.6%	0.7%	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%	0.5%
4	SAP Emarsys	0.2%	0.2%	0.2%	0.2%	0.3%	<0.1%	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%	0.1%	<0.1%
8	Typeform	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%
9	Braze	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%
10	Dynamics 365 Customer Insights	<0.1%	<0.1%	0.1%	0.1%	<0.1%	0%	<0.1%
11	MoEngage	<0.1%	0.1%	<0.1%	0%	<0.1%	0%	<0.1%
12	Pipedrive	<0.1%	<0.1%	<0.1%	0%	<0.1%	0%	<0.1%

#	Technology	United Kingdom	Global	Netherlands	Italy	Spain	Japan	Latin America
1	Klaviyo	7%	0.9%	4.2%	2.8%	2.9%	0.7%	1.5%
2	Mailchimp	4.4%	1%	3.1%	2%	1.6%	0.2%	1.2%
3	Omnisend	0.7%	0.2%	0.2%	0.4%	0.4%	0.2%	0.4%
4	Brevo (Sendinblue)	0.4%	0.2%	0.5%	1.7%	1.1%	0%	0.3%
5	OptinMonster	0.3%	0.3%	0.5%	0.2%	0.1%	<0.1%	<0.1%
6	MailerLite	0.2%	0.1%	0.2%	<0.1%	0.2%	<0.1%	<0.1%
7	ActiveCampaign	<0.1%	<0.1%	0.4%	0.2%	0.2%	0%	0.3%
8	Kit (ConvertKit)	<0.1%	<0.1%	<0.1%	0%	0%	0%	0%
9	Privy	<0.1%	<0.1%	0%	0%	0%	0%	<0.1%
10	Sumo	<0.1%	<0.1%	0%	<0.1%	0%	0%	0%
11	GetResponse	<0.1%	<0.1%	0%	<0.1%	0%	0%	0%

#	Technology	United Kingdom	Global	Netherlands	Italy	Spain	Japan	Latin America
1	VWO	1.5%	1.6%	2.2%	0.3%	1%	0.4%	0.9%
2	Convert	0.8%	0.3%	1.4%	0.2%	0.2%	<0.1%	0.2%
3	AB Tasty	0.6%	0.3%	0.2%	0.3%	0.5%	0.1%	0.1%
4	Optimizely	0.5%	0.6%	0.3%	0.2%	0.4%	0.1%	<0.1%
5	Google Optimize (retired)	0.3%	0.3%	0.4%	0.2%	0.4%	0.4%	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%	<0.1%	0%	0%	0%	0%

Our crawler: 11,909 sites · United Kingdom · updated 23 Oct 2026 · Methodology

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