Analytics adoption 2026
Last updated 2026-09-03
Key findings
- Google Tag Manager runs on 20.0% of the 8,130 company websites crawled, the most of any Analytics tool.
- Google Tag Manager share runs from 9.4% in Biotechnology to 27.3% in Information Technology.
- Google Tag Manager is most common at 51-200 employees, on 26.0% of sites in that band.
- Google Tag Manager share is highest in France, at 28.1% of crawled sites there.
- Google Analytics 4 share runs from 10.0% in Commerce and Shopping to 20.9% in Energy.
- In Artificial Intelligence (AI), Google Tag Manager is the most used Analytics tool, on 21.5% of crawled sites.
- In Financial Services, Google Tag Manager is the most used Analytics tool, on 22.6% of crawled sites.
- In Biotechnology, Google Analytics 4 is the most used Analytics tool, on 15.9% of crawled sites.
Google Tag Manager runs on 20.0% of the 8,130 company websites crawled, the most of any Analytics tool.
Google Tag Manager was found on 1,630 sites. Google Analytics 4 came second with 1,258. Shares are of the whole sample, and a site can run more than one tool, so the bars do not add up to 100.
Google Tag Manager share runs from 9.4% in Biotechnology to 27.3% in Information Technology.
Information Technology: 131 of 480 crawled sites run Google Tag Manager. Biotechnology: 49 of 521. Only industries with at least 150 crawled sites are compared here; the tool page lists the rest.
Google Tag Manager is most common at 51-200 employees, on 26.0% of sites in that band.
489 of the 1,881 crawled sites with 51-200 employees run Google Tag Manager. At 11-50 employees the share is 18.3%.
Google Tag Manager share is highest in France, at 28.1% of crawled sites there.
117 of the 416 crawled France sites run Google Tag Manager, against 20.0% across all countries. Countries with fewer than 150 crawled sites are not compared.
Google Analytics 4 share runs from 10.0% in Commerce and Shopping to 20.9% in Energy.
Energy: 61 of 292 crawled sites run Google Analytics 4. Commerce and Shopping: 34 of 341. Only industries with at least 150 crawled sites are compared here; the tool page lists the rest.
In Artificial Intelligence (AI), Google Tag Manager is the most used Analytics tool, on 21.5% of crawled sites.
1,606 crawled sites are labelled Artificial Intelligence (AI), and 346 of them run Google Tag Manager. Google Analytics 4 follows at 17.0%.
In Financial Services, Google Tag Manager is the most used Analytics tool, on 22.6% of crawled sites.
536 crawled sites are labelled Financial Services, and 121 of them run Google Tag Manager. Google Analytics 4 follows at 16.2%.
In Biotechnology, Google Analytics 4 is the most used Analytics tool, on 15.9% of crawled sites.
521 crawled sites are labelled Biotechnology, and 83 of them run Google Analytics 4. Google Tag Manager follows at 9.4%.
Attrition funnel
| Step | Count |
|---|---|
| Domains selected for the sample Company domains drawn from the source universe. |
30,000 |
| Homepage fetched A response was returned for the request. |
8,948 |
| Fetch succeeded A 200 response with a readable HTML body. |
8,130 |
| Firmographics joined Industry, country and employee band all present. The base every share on this site is divided by. |
8,130 |
Named failures
| Reason | Count | Share of attempted |
|---|---|---|
| HTTP 502 | 249 | 2.8% |
| HTTP 403 | 243 | 2.7% |
| Connection timeout | 205 | 2.3% |
| SSL error | 55 | 0.6% |
| HTTP 429 (rate limited) | 20 | 0.2% |
| HTTP 503 | 11 | 0.1% |
| HTTP 500 | 9 | 0.1% |
| Connect | 5 | 0.1% |
| Proxy error | 4 | 0.0% |
| HTTP 401 | 4 | 0.0% |
| HTTP 526 | 3 | 0.0% |
| HTTP 530 | 2 | 0.0% |
| HTTP 521 | 2 | 0.0% |
| HTTP 525 | 2 | 0.0% |
| Too many redirects | 2 | 0.0% |
| HTTP 523 | 1 | 0.0% |
| Http520 | 1 | 0.0% |
Cite this
Google Tag Manager runs on 20.0% of the 8,130 company websites crawled, the most of any Analytics tool, https://installmap.com/stats/analytics, Installmap, September 2026.