Installmap

Independent research on software adoption.

Reports and datasets from Installmap's own crawls of thousands of company websites.

Google Ads Conversion 33.4% of unicorns Inc 5000 Y Combinator Fortune 500 Unicorns SaaS Tranco Google Ads Conversion HubSpot Companies crawled 21,488 on 6 named lists Inc 5000 Y Combinator Fortune 500 Unicorns SaaS Tranco OneTrust 44.9% of the Fortune 500

Latest

Data

GroupCompanies on listCrawledCrawl date
Inc 5000 (2026) 4,969 4,885 4 September 2026
Y Combinator companies 6,133 5,386 4 September 2026
Fortune 500 500 472 4 September 2026
Unicorns 1,111 1,000 4 September 2026
SaaS companies 55,839 8,173 4 September 2026
Tranco top 10,000 10,000 1,572 4 September 2026

Software by category

CRM and Marketing Automation

Tool Inc 5000Y CombinatorFortune 500UnicornsSaaSTranco
HubSpot 25.6% 11.2% 2.5% 17.2% 7.0% 4.0%
Marketo n/a 1.2% 5.9% 12.1% 1.9% 3.4%
Mailchimp 1.7% 0.9% n/a 0.6% 0.6% 0.4%
Salesforce Pardot 1.9% n/a 1.9% 1.8% 0.5% n/a

Analytics

Tool Inc 5000Y CombinatorFortune 500UnicornsSaaSTranco
Google Tag Manager 56.7% 29.4% 53.4% 66.4% 27.5% 41.9%
Google Analytics 4 65.9% 41.0% 43.9% 56.0% 9.8% 40.8%
Microsoft Clarity 18.8% 7.8% 9.3% 12.8% 2.3% 8.0%
Google Universal Analytics 15.8% 7.9% 13.8% 14.1% 6.2% 10.8%

Live Chat and Support

Tool Inc 5000Y CombinatorFortune 500UnicornsSaaSTranco
HubSpot Chat 18.9% 6.3% 1.3% 11.0% 0.6% 2.5%
Intercom 1.1% 4.2% <5 2.1% 2.5% 0.4%
Zendesk Web Widget 0.7% 0.4% n/a 1.5% n/a <5
Gorgias 1.9% n/a <5 0.5% n/a n/a

Ecommerce

Tool Inc 5000Y CombinatorFortune 500UnicornsSaaSTranco
Shopify 7.2% 1.2% <5 2.3% 0.1% <5
WooCommerce 3.3% 0.4% <5 1.0% 0.8% n/a
Squarespace Commerce 0.7% 0.2% n/a <5 0.2% <5
Recharge 1.1% 0.2% n/a n/a n/a n/a

Payments

Tool Inc 5000Y CombinatorFortune 500UnicornsSaaSTranco
Stripe 0.7% 1.6% <5 1.5% 0.5% 0.7%
Klarna 0.5% 0.1% <5 0.5% <5 <5
Afterpay 0.7% 0.1% n/a n/a n/a n/a
Affirm 0.3% n/a n/a <5 <5 n/a

Advertising and Attribution

Tool Inc 5000Y CombinatorFortune 500UnicornsSaaSTranco
Google Ads Conversion 31.0% 19.4% 18.6% 33.4% 5.1% 14.4%
Meta Pixel 30.2% 16.9% 22.2% 24.3% 4.9% 12.7%
LinkedIn Insight Tag 21.2% 13.6% 18.0% 21.8% 3.3% 7.3%
Microsoft Advertising UET 10.6% 4.4% 12.9% 16.1% 1.4% 8.0%

Scheduling and Forms

Tool Inc 5000Y CombinatorFortune 500UnicornsSaaSTranco
Gravity Forms 12.8% 0.7% 2.1% 1.8% 1.2% <5
HubSpot Forms 8.8% 2.8% <5 6.6% 3.1% 1.9%
Marketo Forms 0.6% n/a 2.3% 6.4% 1.5% 1.6%
Calendly 1.0% 1.7% n/a n/a 0.8% <5

Visitor Identification and ABM

Tool Inc 5000Y CombinatorFortune 500UnicornsSaaSTranco
ZoomInfo WebSights 6.6% 1.4% 2.1% 7.1% <5 1.2%
6sense 1.3% n/a 1.1% 5.1% 0.2% 1.3%
Dealfront Leadfeeder 1.9% 1.2% 1.1% n/a n/a 0.3%
Apollo.io Tracker 2.8% 3.2% n/a 1.4% n/a n/a

A/B Testing and Personalization

Tool Inc 5000Y CombinatorFortune 500UnicornsSaaSTranco
VWO 2.2% 1.4% 1.7% 7.5% 2.5% 2.3%
Optimizely 0.2% 0.4% 3.0% 2.6% 0.7% 2.0%
Convert Experiences 0.6% 0.2% n/a 1.0% 0.2% n/a
AB Tasty 0.1% <5 n/a 0.6% 0.1% 0.4%

Consent and Privacy

Tool Inc 5000Y CombinatorFortune 500UnicornsSaaSTranco
OneTrust 2.3% 2.2% 44.9% 20.9% 3.5% 17.0%
Cookiebot 2.5% 1.9% 1.9% 6.8% 1.3% 1.7%
Osano 1.2% 0.8% 2.1% 4.0% 0.8% 1.3%
CookieYes 5.8% 2.9% n/a 3.4% 1.4% n/a

Video

Tool Inc 5000Y CombinatorFortune 500UnicornsSaaSTranco
YouTube Embed 15.4% 7.1% 12.5% 9.5% 6.4% 7.3%
Wistia 2.5% 1.5% 2.1% 7.4% 2.0% 1.5%
Video.js 6.8% 1.7% 6.1% 3.1% 1.0% 2.7%
Vimeo 6.1% 2.1% 6.4% 5.2% 2.0% 1.0%

Search and Reviews

Tool Inc 5000Y CombinatorFortune 500UnicornsSaaSTranco
G2 1.9% 2.5% <5 3.9% 4.3% 1.3%
Trustpilot 1.6% 1.3% n/a 2.8% 0.7% 0.6%
Yotpo 1.7% 0.2% n/a 0.6% n/a <5
Algolia n/a 0.1% <5 0.6% 0.1% <5

Recruiting and Careers

Tool Inc 5000Y CombinatorFortune 500UnicornsSaaSTranco
Workday Recruiting n/a n/a 5.9% 0.6% 0.2% 0.3%
Greenhouse 0.8% 0.6% n/a 1.8% 0.2% <5
Lever 0.2% 0.4% n/a 0.9% 0.1% <5
Ashby 0.2% 2.0% n/a 0.9% n/a <5

CMS

Tool Inc 5000Y CombinatorFortune 500UnicornsSaaSTranco
WordPress 52.6% 7.4% 14.4% 24.4% 13.5% 10.1%
Webflow 8.4% 15.7% n/a 11.4% 8.5% 1.6%
Contentful n/a n/a 1.3% 8.0% 0.7% 1.9%
Adobe Experience Manager n/a n/a 27.5% n/a 0.7% 5.9%

Share of crawled domains in each group. n/a means the tool is outside the counts published for that group. <5 means fewer than 5 crawled domains in that group. Bases: Inc 5000 4,885, Y Combinator 5,386, Fortune 500 472, Unicorns 1,000, SaaS 8,173, Tranco 1,572. Every category is listed on categories, every tool on tools.

Badges

The most detected tool in each category, in each group, has an SVG badge with the count, the denominator and a link back to the page that carries them. Badges.

Wider sample

A separate plain-fetch crawl of 8,130 company websites, cut by industry, employee size band and country, is at stats.