Software used by unicorns
1,000 of 1,111 companies crawled on 4 September 2026.
1,000 of 1,111 Unicorns domains 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 111 returned no usable record. Company list: list of companies valued at $1bn or more.
Summary
- Google Tag Manager runs on 66.4% of the 1,000 Unicorns domains crawled, 664 domains, the most of any business tool in the group.
- Google Analytics 4 follows at 56.0% (560 domains) and Google Ads Conversion at 33.4% (334).
- The most common infrastructure entry is Cloudflare at 48.3% (483 domains).
- WordPress leads CMS at 24.4% (244 domains), against 11.4% for Webflow.
- OneTrust leads Consent and Privacy at 20.9% (209 domains), against 6.8% for Cookiebot.
- HubSpot leads CRM and Marketing Automation at 17.2% (172 domains), against 12.1% for Marketo.
- HubSpot Chat leads Live Chat and Support at 11.0% (110 domains), against 2.1% for Intercom.
By category
CRM and Marketing Automation
| Tool | Domains | Share |
|---|---|---|
| HubSpot | 172 | 17.2% |
| Marketo | 121 | 12.1% |
| Klaviyo | 19 | 1.9% |
| Salesforce Pardot | 18 | 1.8% |
| Mailchimp | 6 | 0.6% |
CRM and Marketing Automation across all four groups.
Analytics
| Tool | Domains | Share |
|---|---|---|
| Google Tag Manager | 664 | 66.4% |
| Google Analytics 4 | 560 | 56.0% |
| Google Universal Analytics | 141 | 14.1% |
| Microsoft Clarity | 128 | 12.8% |
| Cloudflare Web Analytics | 114 | 11.4% |
Analytics across all four groups.
Live Chat and Support
| Tool | Domains | Share |
|---|---|---|
| HubSpot Chat | 110 | 11.0% |
| Intercom | 21 | 2.1% |
| Zendesk Web Widget | 15 | 1.5% |
| Drift | 7 | 0.7% |
| Gorgias | 5 | 0.5% |
Live Chat and Support across all four groups.
Ecommerce
| Tool | Domains | Share |
|---|---|---|
| Shopify | 23 | 2.3% |
| WooCommerce | 10 | 1.0% |
| Adobe Commerce | 4 | 0.4% |
| BigCommerce | 2 | 0.2% |
| Squarespace Commerce | 1 | 0.1% |
Ecommerce across all four groups.
Payments
Payments across all four groups.
Advertising and Attribution
| Tool | Domains | Share |
|---|---|---|
| Google Ads Conversion | 334 | 33.4% |
| Meta Pixel | 243 | 24.3% |
| LinkedIn Insight Tag | 218 | 21.8% |
| Microsoft Advertising UET | 161 | 16.1% |
| Google Campaign Manager | 132 | 13.2% |
Advertising and Attribution across all four groups.
Scheduling and Forms
| Tool | Domains | Share |
|---|---|---|
| HubSpot Forms | 66 | 6.6% |
| Marketo Forms | 64 | 6.4% |
| Gravity Forms | 18 | 1.8% |
| Google Forms | 11 | 1.1% |
| Chili Piper | 7 | 0.7% |
Scheduling and Forms across all four groups.
Visitor Identification and ABM
| Tool | Domains | Share |
|---|---|---|
| ZoomInfo WebSights | 71 | 7.1% |
| 6sense | 51 | 5.1% |
| Demandbase | 21 | 2.1% |
| Vector | 18 | 1.8% |
| Apollo.io Tracker | 14 | 1.4% |
Visitor Identification and ABM across all four groups.
A/B Testing and Personalization
| Tool | Domains | Share |
|---|---|---|
| VWO | 75 | 7.5% |
| Optimizely | 26 | 2.6% |
| Convert Experiences | 10 | 1.0% |
| AB Tasty | 6 | 0.6% |
| Kameleoon | 3 | 0.3% |
A/B Testing and Personalization across all four groups.
Consent and Privacy
| Tool | Domains | Share |
|---|---|---|
| OneTrust | 209 | 20.9% |
| Cookiebot | 68 | 6.8% |
| Osano | 40 | 4.0% |
| CookieYes | 34 | 3.4% |
| Usercentrics | 22 | 2.2% |
Consent and Privacy across all four groups.
Video
| Tool | Domains | Share |
|---|---|---|
| YouTube Embed | 95 | 9.5% |
| Wistia | 74 | 7.4% |
| Vimeo | 52 | 5.2% |
| Video.js | 31 | 3.1% |
| Vidyard | 14 | 1.4% |
Search and Reviews
| Tool | Domains | Share |
|---|---|---|
| G2 | 39 | 3.9% |
| Trustpilot | 28 | 2.8% |
| Yotpo | 6 | 0.6% |
| Algolia | 6 | 0.6% |
| Judge.me | 3 | 0.3% |
Search and Reviews across all four groups.
Recruiting and Careers
| Tool | Domains | Share |
|---|---|---|
| Greenhouse | 18 | 1.8% |
| Lever | 9 | 0.9% |
| Ashby | 9 | 0.9% |
| Workday Recruiting | 6 | 0.6% |
| Workable | 2 | 0.2% |
Recruiting and Careers across all four groups.
CMS
| Tool | Domains | Share |
|---|---|---|
| WordPress | 244 | 24.4% |
| Webflow | 114 | 11.4% |
| Contentful | 80 | 8.0% |
| Sanity | 39 | 3.9% |
| HubSpot CMS | 29 | 2.9% |
Infrastructure categories
Hosting and CDN
| Tool | Domains | Share |
|---|---|---|
| Cloudflare | 483 | 48.3% |
| jsDelivr | 208 | 20.8% |
| Amazon CloudFront | 151 | 15.1% |
| Vercel | 117 | 11.7% |
| Nginx | 100 | 10.0% |
Hosting and CDN across all four groups.
JavaScript Framework
| Tool | Domains | Share |
|---|---|---|
| jQuery | 388 | 38.8% |
| React | 305 | 30.5% |
| Next.js | 264 | 26.4% |
| Vue.js | 55 | 5.5% |
| Nuxt | 34 | 3.4% |
JavaScript Framework across all four groups.
UI Framework
| Tool | Domains | Share |
|---|---|---|
| Google Fonts | 294 | 29.4% |
| Bootstrap | 98 | 9.8% |
| Swiper | 81 | 8.1% |
| Font Awesome | 75 | 7.5% |
| Adobe Fonts | 56 | 5.6% |
UI Framework across all four groups.
Developer Tools
| Tool | Domains | Share |
|---|---|---|
| Google reCAPTCHA | 140 | 14.0% |
| Sentry | 85 | 8.5% |
| Cloudflare Turnstile | 36 | 3.6% |
| New Relic Browser | 26 | 2.6% |
| Datadog RUM | 24 | 2.4% |
Cite
Installmap, software used by unicorns, 4 September 2026, https://installmap.com/groups/unicorns.
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 17.2%
- 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%
- HubSpot Chat 11.0%
- 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%
- 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%
- CookieYes 3.4%
- Video.js 3.1%
- Adobe Marketo Measure 3.0%
- HubSpot CMS 2.9%
- Trustpilot 2.8%
- New Relic Browser 2.6%
- Optimizely 2.6%
- Datadog RUM 2.4%
- Shopify 2.3%
- Amplitude 2.3%
- Usercentrics 2.2%
- Demandbase 2.1%
- Intercom 2.1%
- FullStory 2.0%
- TrustArc 2.0%
- Klaviyo 1.9%
- Salesforce Pardot 1.8%
- Greenhouse 1.8%
- Gravity Forms 1.8%
- Vector 1.8%
- Zendesk Web Widget 1.5%
- Stripe 1.5%
- Vidyard 1.4%
- Apollo.io Tracker 1.4%
- Google Forms 1.1%
- Convert Experiences 1.0%
- WooCommerce 1.0%
- Lever 0.9%
- Ashby 0.9%
- Drift 0.7%
- Chili Piper 0.7%
- AB Tasty 0.6%
- Mailchimp 0.6%
- Workday Recruiting 0.6%
- Yotpo 0.6%
- Algolia 0.6%
- Gorgias 0.5%
- Klarna 0.5%