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Software by category

Top tools in each category, with their share of each crawled group. Bases: Inc 5000 4,885, Y Combinator 5,386, Fortune 500 472, Unicorns 1,000.

CRM and Marketing Automation

Tool Inc 5000Y CombinatorFortune 500Unicorns
HubSpot 25.6% 11.2% 2.5% 17.2%
Marketo n/a 1.2% 5.9% 12.1%
Klaviyo 6.7% 0.8% n/a 1.9%
Oracle Eloqua n/a n/a 2.3% n/a
Salesforce Pardot 1.9% n/a 1.9% 1.8%

Analytics

Tool Inc 5000Y CombinatorFortune 500Unicorns
Google Tag Manager 56.7% 29.4% 53.4% 66.4%
Google Analytics 4 65.9% 41.0% 43.9% 56.0%
Adobe Experience Platform Tags n/a n/a 25.2% n/a
Microsoft Clarity 18.8% 7.8% 9.3% 12.8%
Google Universal Analytics 15.8% 7.9% 13.8% 14.1%

Live Chat and Support

Tool Inc 5000Y CombinatorFortune 500Unicorns
HubSpot Chat 18.9% 6.3% 1.3% 11.0%
Intercom 1.1% 4.2% 0.2% 2.1%
Gorgias 1.9% n/a 0.2% 0.5%
Zendesk Web Widget 0.7% 0.4% n/a 1.5%
Zoho SalesIQ 0.9% n/a n/a n/a

Ecommerce

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

Payments

Tool Inc 5000Y CombinatorFortune 500Unicorns
Stripe 0.7% 1.6% 0.4% 1.5%
Afterpay 0.7% 0.1% n/a n/a
Klarna 0.5% 0.1% 0.4% 0.5%
Affirm 0.3% n/a n/a 0.4%
PayPal 0.3% 0.1% n/a 0.2%

Advertising and Attribution

Tool Inc 5000Y CombinatorFortune 500Unicorns
Google Ads Conversion 31.0% 19.4% 18.6% 33.4%
Meta Pixel 30.2% 16.9% 22.2% 24.3%
LinkedIn Insight Tag 21.2% 13.6% 18.0% 21.8%
Microsoft Advertising UET 10.6% 4.4% 12.9% 16.1%
Google Campaign Manager 6.8% 3.9% 12.1% 13.2%

Scheduling and Forms

Tool Inc 5000Y CombinatorFortune 500Unicorns
Gravity Forms 12.8% 0.7% 2.1% 1.8%
HubSpot Forms 8.8% 2.8% 0.8% 6.6%
Marketo Forms 0.6% n/a 2.3% 6.4%
Calendly 1.0% 1.7% n/a n/a
Cal.com n/a 1.4% n/a n/a

Visitor Identification and ABM

Tool Inc 5000Y CombinatorFortune 500Unicorns
ZoomInfo WebSights 6.6% 1.4% 2.1% 7.1%
6sense 1.3% n/a 1.1% 5.1%
Apollo.io Tracker 2.8% 3.2% n/a 1.4%
RB2B 2.4% 2.9% n/a n/a
Demandbase n/a n/a 2.3% 2.1%

A/B Testing and Personalization

Tool Inc 5000Y CombinatorFortune 500Unicorns
VWO 2.2% 1.4% 1.7% 7.5%
Optimizely 0.2% 0.4% 3.0% 2.6%
Adobe Target n/a 0.0% 2.3% n/a
Monetate n/a n/a 1.1% n/a
Convert Experiences 0.6% 0.2% n/a 1.0%
Tool Inc 5000Y CombinatorFortune 500Unicorns
OneTrust 2.3% 2.2% 44.9% 20.9%
Cookiebot 2.5% 1.9% 1.9% 6.8%
TrustArc n/a n/a 6.1% 2.0%
CookieYes 5.8% 2.9% n/a 3.4%
Osano 1.2% 0.8% 2.1% 4.0%

Video

Tool Inc 5000Y CombinatorFortune 500Unicorns
YouTube Embed 15.4% 7.1% 12.5% 9.5%
Wistia 2.5% 1.5% 2.1% 7.4%
Video.js 6.8% 1.7% 6.1% 3.1%
Vimeo 6.1% 2.1% 6.4% 5.2%
Brightcove n/a n/a 3.8% n/a

Search and Reviews

Tool Inc 5000Y CombinatorFortune 500Unicorns
G2 1.9% 2.5% 0.2% 3.9%
Coveo n/a n/a 3.2% n/a
Trustpilot 1.6% 1.3% n/a 2.8%
Yotpo 1.7% 0.2% n/a 0.6%
Judge.me 1.6% 0.3% n/a 0.3%

Recruiting and Careers

Tool Inc 5000Y CombinatorFortune 500Unicorns
Workday Recruiting n/a n/a 5.9% 0.6%
Ashby 0.2% 2.0% n/a 0.9%
Greenhouse 0.8% 0.6% n/a 1.8%
Lever 0.2% 0.4% n/a 0.9%
Workable 0.4% 0.2% n/a 0.2%

CMS

Tool Inc 5000Y CombinatorFortune 500Unicorns
WordPress 52.6% 7.4% 14.4% 24.4%
Adobe Experience Manager n/a n/a 27.5% n/a
Webflow 8.4% 15.7% n/a 11.4%
Drupal n/a n/a 10.4% n/a
Contentful n/a n/a 1.3% 8.0%

Hosting and CDN

Tool Inc 5000Y CombinatorFortune 500Unicorns
Cloudflare 55.2% 41.0% 30.3% 48.3%
Vercel n/a 27.3% n/a 11.7%
Akamai n/a n/a 26.5% n/a
jsDelivr 18.1% 14.8% 12.5% 20.8%
Fastly 7.1% 4.0% 16.9% n/a

JavaScript Framework

Tool Inc 5000Y CombinatorFortune 500Unicorns
jQuery 66.3% 24.1% 33.1% 38.8%
React 10.4% 35.3% 15.5% 30.5%
Next.js 6.2% 32.8% 12.9% 26.4%
Vue.js 3.8% 2.1% 1.9% 5.5%
Astro n/a 4.8% n/a n/a

UI Framework

Tool Inc 5000Y CombinatorFortune 500Unicorns
Google Fonts 50.9% 37.6% 22.9% 29.4%
Font Awesome 21.6% 3.9% 8.7% 7.5%
Bootstrap 12.0% 3.7% 15.3% 9.8%
Adobe Fonts 10.2% 3.2% 9.7% 5.6%
Swiper 9.1% 5.0% 4.2% 8.1%

Developer Tools

Tool Inc 5000Y CombinatorFortune 500Unicorns
Google reCAPTCHA 27.4% 7.6% 12.9% 14.0%
Sentry 5.8% 2.3% 1.9% 8.5%
hCaptcha 7.3% 1.3% n/a n/a
Cloudflare Turnstile 5.0% 3.2% 1.9% 3.6%
New Relic Browser 1.0% 0.7% 4.0% 2.6%