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42% of sites28 technologies
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% | 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% |
| 13 | Clicky | 0.2% | 0.1% | 0.1% | <0.1% | <0.1% | <0.1% | <0.1% |
| 14 | Adobe Analytics | 0.2% | 0.6% | <0.1% | 0.3% | 0.3% | 0.4% | <0.1% |
| 15 | Chartbeat | 0.1% | 0.8% | <0.1% | 0.3% | 0.2% | <0.1% | 0.3% |
| 16 | Parse.ly | 0.1% | 0.6% | <0.1% | <0.1% | <0.1% | 0% | <0.1% |
| 17 | Amplitude | 0.1% | 0.4% | <0.1% | <0.1% | 0.1% | <0.1% | 0.3% |
| 18 | Mixpanel | <0.1% | 0.3% | <0.1% | <0.1% | <0.1% | <0.1% | 0.3% |
| 19 | Simple Analytics | <0.1% | <0.1% | 0.2% | <0.1% | <0.1% | <0.1% | <0.1% |
| 20 | Heap | <0.1% | <0.1% | <0.1% | 0% | 0% | 0% | <0.1% |
| 21 | Baidu Analytics | <0.1% | 0.9% | 0% | 0% | 0% | <0.1% | <0.1% |
| 22 | Kissmetrics | <0.1% | <0.1% | 0% | 0% | 0% | 0% | <0.1% |
| 23 | Woopra | <0.1% | <0.1% | <0.1% | 0% | 0% | 0% | <0.1% |
| 24 | Piano Analytics (AT Internet) | <0.1% | 0.2% | <0.1% | <0.1% | <0.1% | <0.1% | 0% |
| 25 | Vercel Analytics | <0.1% | <0.1% | <0.1% | <0.1% | <0.1% | 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 | 11% | 3.9% | 1.2% |
| 2 | Cloudflare Web Analytics | 6.1% | 11% | 14% |
| 3 | Google Analytics 4 | 3% | 11% | 18% |
| 4 | Universal Analytics (legacy) | 3% | 9.3% | 12% |
| 5 | Adobe Analytics | 3% | 0.8% | 0.2% |
| 6 | Quantcast Measure | 1.5% | 0.5% | 0.3% |
| 7 | Chartbeat | 1.5% | 0.4% | 0.1% |
| 8 | Amplitude | 1.5% | 0.2% | 0.1% |
| 9 | Matomo | 0% | 1.1% | 1.7% |
| 10 | Umami | 0% | 0% | 1% |
| 11 | Plausible | 0% | 0.6% | 0.5% |
| 12 | Yandex Metrica | 0% | 0.1% | 0.4% |
| 13 | PostHog | 0% | 0.1% | 0.4% |
| 14 | StatCounter | 0% | 0.2% | 0.4% |
| 15 | Fathom | 0% | 0.2% | 0.3% |
| 16 | Clicky | 0% | 0% | 0.2% |
| 17 | Parse.ly | 0% | 0.4% | 0.1% |
| 18 | Simple Analytics | 0% | 0.1% | <0.1% |
| 19 | Mixpanel | 0% | 0.1% | <0.1% |
| 20 | Heap | 0% | 0% | <0.1% |
| Sites measured | 66 | 931 | 11,909 |
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 | 42% | 29% | −12.3 | |
| 1 | Google Analytics 4 | 18% | 17% | −1.5 |
| 2 | Universal Analytics (legacy) | 12% | 9.7% | −2.6 |
| 3 | Cloudflare Web Analytics | 14% | 4.4% | −9.8 |
| 4 | Matomo | 1.7% | 0.7% | −1 |
| 5 | Plausible | 0.5% | 0.6% | +0.1 |
| 6 | StatCounter | 0.4% | 0.4% | +0.1 |
| 7 | Umami | 1% | 0.2% | −0.7 |
| 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 | Quantcast Measure | 0.3% | <0.1% | −0.3 |
| 12 | Adobe Analytics | 0.2% | <0.1% | −0.1 |
| 13 | Comscore | 1.2% | <0.1% | −1.1 |
| 14 | Simple Analytics | <0.1% | <0.1% | 0 |
| 15 | Woopra | <0.1% | <0.1% | 0 |
| Sites measured | 11,909 | 21,114 |
Our crawler: 11,909 sites · United Kingdom · updated 23 Oct 2026 · Methodology