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Software used by unicorns

1,000 of 1,111 companies crawled on 4 September 2026.

1,000 of the 1,000 Unicorns domains fetched so far returned a usable record and form the denominator. 1,000 were counted from a rendered homepage crawl on 4 September 2026, 0 from a plain fetch only, and 0 returned no usable record. The list holds 1,111 domains; the rest have not been crawled yet. Company list: list of companies valued at $1bn or more.

Summary

• HubSpot runs on 17.0% of the 1,000 Unicorns domains crawled (170 domains), ahead of Marketo at 12.1%.
• Google Ads Conversion runs on 33.4% of the 1,000 Unicorns domains crawled (334 domains), ahead of Meta Pixel at 24.3%.
• OneTrust runs on 20.9% of the 1,000 Unicorns domains crawled (209 domains), ahead of Cookiebot at 6.8%.
• HubSpot Chat runs on 2.4% of the 1,000 Unicorns domains crawled (24 domains), ahead of Intercom at 2.1%.
• ZoomInfo WebSights runs on 7.1% of the 1,000 Unicorns domains crawled (71 domains), ahead of Qualified at 7.1%.
• Microsoft Clarity runs on 12.8% of the 1,000 Unicorns domains crawled (128 domains), ahead of Cloudflare Web Analytics at 11.4%.
• Webflow runs on 11.4% of the 1,000 Unicorns domains crawled (114 domains), ahead of Contentful at 8.0%.
• HubSpot Forms runs on 6.6% of the 1,000 Unicorns domains crawled (66 domains), ahead of Marketo Forms at 6.4%.
• Google Ads Conversion runs on 33.4% of unicorns and 5.1% of SaaS companies.
• Adobe Experience Manager runs on 1.3% of unicorns and 27.5% of the Fortune 500.

By category

Tools counted in this group

• Google Tag Manager 66.4%
• Google Analytics 4 56.0%
• Google Ads Conversion 33.4%
• WordPress 24.4%
• Meta Pixel 24.3%
• LinkedIn Insight Tag 21.8%
• OneTrust 20.9%
• HubSpot 17.0%
• Microsoft Advertising UET 16.1%
• Google Universal Analytics 14.1%
• Google Campaign Manager 13.2%
• Microsoft Clarity 12.8%
• Marketo 12.1%
• Cloudflare Web Analytics 11.4%
• Webflow 11.4%
• YouTube Embed 9.5%
• Reddit Pixel 8.5%
• Sentry 8.5%
• Contentful 8.0%
• Segment 7.8%
• Hotjar 7.6%
• VWO 7.5%
• Wistia 7.4%
• ZoomInfo WebSights 7.1%
• Qualified 7.1%
• Cookiebot 6.8%
• HubSpot Forms 6.6%
• X Ads Pixel 6.5%
• Marketo Forms 6.4%
• TikTok Pixel 5.6%
• Vimeo 5.2%
• 6sense 5.1%
• Osano 4.0%
• Sanity 3.9%
• G2 3.9%
• Webflow Optimize (Intellimize) 3.6%
• CookieYes 3.4%
• Video.js 3.1%
• Adobe Marketo Measure 3.0%
• HubSpot CMS 2.9%
• Trustpilot 2.8%
• Optimizely 2.6%
• New Relic Browser 2.6%
• HubSpot Chat 2.4%
• Datadog RUM 2.4%
• Amplitude 2.3%
• Transcend 2.3%
• Shopify 2.3%
• Usercentrics 2.2%
• Demandbase 2.1%
• Intercom 2.1%
• Pinterest Tag 2.0%
• TrustArc 2.0%
• Common Room 2.0%
• Ahrefs Web Analytics 2.0%
• FullStory 2.0%
• StackAdapt 1.9%
• Klaviyo 1.9%
• Vector 1.8%
• AdRoll 1.8%
• Framer 1.8%
• Salesforce Pardot 1.8%
• Greenhouse 1.8%
• Gravity Forms 1.8%
• Heap 1.7%
• DataGrail 1.7%
• Mixpanel 1.7%
• Criteo 1.7%
• Impact 1.6%
• Prismic 1.6%
• UserWay 1.6%
• Zendesk Web Widget 1.5%
• Storyblok 1.5%
• Stripe 1.5%
• PostHog 1.5%
• Snap Pixel 1.5%
• Drupal 1.5%
• Navattic 1.4%
• Apollo.io Tracker 1.4%
• Vidyard 1.4%
• Ketch 1.4%
• Adobe Experience Manager 1.3%
• Crazy Egg 1.3%
• Quora Pixel 1.3%
• Complianz 1.3%
• accessiBe 1.3%
• Matomo 1.3%
• Adobe Experience Platform Tags 1.2%
• Contentsquare 1.2%
• Mux 1.2%
• Termly 1.1%
• Factors.ai 1.1%
• Google Forms 1.1%
• Weglot 1.0%
• Oktopost 1.0%
• ClickCease 1.0%
• Convert Experiences 1.0%
• Dreamdata 1.0%
• Squarespace 1.0%
• WooCommerce 1.0%
• Didomi 0.9%
• Metadata.io 0.9%
• RB2B 0.9%
• Unify 0.9%
• Akamai mPulse 0.9%
• Wix 0.9%
• Lever 0.9%
• Ashby 0.9%
• Dealfront Leadfeeder 0.9%
• Storylane 0.8%
• Influ2 0.8%
• Clearbit Reveal 0.8%
• Taboola 0.8%
• Quantcast Measure 0.8%
• Cookie-Script 0.8%
• Forter 0.8%
• Warmly 0.7%
• Pingdom RUM 0.7%
• Tealium iQ 0.7%
• Chili Piper 0.7%
• Embedly 0.7%
• Drift 0.7%
• Mouseflow 0.7%
• OptinMonster 0.7%
• Calendly 0.6%
• AB Tasty 0.6%
• Yotpo 0.6%
• Mailchimp 0.6%
• Workday Recruiting 0.6%
• Mutiny 0.6%
• PartnerStack 0.6%
• Consent Pro 0.6%
• Algolia 0.6%
• Atlassian Statuspage 0.5%
• Klarna 0.5%
• Securiti 0.5%
• CookiePro 0.5%
• Gorgias 0.5%
• Primer 0.5%
• EqualWeb 0.5%
• Fathom Analytics 0.5%
• Triple Whale 0.5%
• N.Rich 0.5%