Tag managers market share in the UK

Containers that load other tags.

#	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%

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	Google Tag Manager	62%	60%	42%
2	Tealium iQ	5%	2.4%	0.6%
3	Adobe Experience Platform Tags	3.3%	5.5%	2.4%
4	Ensighten	0%	0.3%	<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 Tag managers	44%	14%	−30.3
1	Google Tag Manager	42%	14%	−27.8
2	Adobe Experience Platform Tags	2.4%	<0.1%	−2.3
3	Tealium iQ	0.6%	<0.1%	−0.6
4	Ensighten	<0.1%	<0.1%	0
	Sites measured	11,322	20,305

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