Analytics market share in the UK

Web analytics and measurement.

#	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%
13	Adobe Analytics	0.2%	0.6%	<0.1%	0.3%	0.3%	0.4%	<0.1%
14	Clicky	0.2%	0.1%	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%
15	Parse.ly	0.1%	0.6%	<0.1%	<0.1%	<0.1%	0%	<0.1%
16	Chartbeat	0.1%	0.8%	<0.1%	0.3%	0.2%	<0.1%	0.4%
17	Simple Analytics	<0.1%	<0.1%	0.2%	<0.1%	<0.1%	<0.1%	<0.1%
18	Amplitude	<0.1%	0.4%	<0.1%	<0.1%	0.1%	<0.1%	0.4%
19	Mixpanel	<0.1%	0.3%	<0.1%	<0.1%	<0.1%	<0.1%	0.3%
20	Piano Analytics (AT Internet)	<0.1%	0.2%	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%
21	Heap	<0.1%	0.1%	<0.1%	0%	0%	0%	<0.1%
22	Baidu Analytics	<0.1%	0.9%	0%	0%	0%	<0.1%	0%
23	Woopra	<0.1%	<0.1%	<0.1%	0%	0%	0%	<0.1%
24	Vercel Analytics	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	0%	<0.1%
25	Kissmetrics	<0.1%	<0.1%	0%	0%	0%	0%	<0.1%
26	Gemius	0%	0.6%	<0.1%	0%	0%	0%	<0.1%
27	User Insight	0%	<0.1%	0%	0%	0%	0.5%	0%
28	CNZZ / Umeng	0%	0.2%	0%	0%	0%	0%	0%

By site popularity

Share of measured sites in each Tranco popularity band that use the technology: the top 1,000, 10,000 and 100,000 sites and the whole top million.

#	Technology	Top 10K	Top 100K	Top 1M
1	Comscore	12%	4.1%	1.2%
2	Cloudflare Web Analytics	10%	11%	18%
3	Google Analytics 4	3.3%	10%	18%
4	Universal Analytics (legacy)	3.3%	9.1%	12%
5	Adobe Analytics	3.3%	0.7%	0.2%
6	Matomo	0%	0.9%	1.7%
7	Umami	0%	0%	0.9%
8	Plausible	0%	0.9%	0.6%
9	PostHog	0%	0.1%	0.4%
10	Yandex Metrica	0%	0.1%	0.4%
11	Fathom	0%	0.2%	0.3%
12	Quantcast Measure	0%	0.6%	0.3%
13	StatCounter	0%	0.2%	0.3%
14	Clicky	0%	0%	0.2%
15	Parse.ly	0%	0.5%	0.1%
16	Chartbeat	0%	0.2%	0.1%
17	Simple Analytics	0%	0.2%	<0.1%
18	Amplitude	0%	0.1%	<0.1%
19	Mixpanel	0%	0.1%	<0.1%
20	Heap	0%	0%	<0.1%
	Sites measured	60	886	11,322

Popular sites vs local business websites

Popular: sites of United Kingdom from the Tranco top million. Local business: websites of companies with 1–20 locations in the country, taken from a business places directory (platforms, marketplaces and aggregators excluded).

#	Technology	Popular sites	Local business	Difference, pp
	Any Analytics	44%	31%	−13
1	Google Analytics 4	18%	18%	+0.1
2	Universal Analytics (legacy)	12%	10%	−1.9
3	Cloudflare Web Analytics	18%	5%	−12.7
4	Matomo	1.7%	0.8%	−0.9
5	Plausible	0.6%	0.6%	+0.1
6	StatCounter	0.3%	0.4%	+0.1
7	Umami	0.9%	0.3%	−0.6
8	Fathom	0.3%	0.2%	−0.1
9	PostHog	0.4%	0.1%	−0.2
10	Clicky	0.2%	<0.1%	−0.1
11	Adobe Analytics	0.2%	<0.1%	−0.1
12	Quantcast Measure	0.3%	<0.1%	−0.3
13	Simple Analytics	<0.1%	<0.1%	0
14	Heap	<0.1%	<0.1%	0
15	Woopra	<0.1%	<0.1%	0
	Sites measured	11,322	20,305

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