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Analytics in the wider sample

28 Analytics tools counted across 8,291 company websites, a plain fetch separate from the group crawls. Analytics in the groups.

Last updated 2026-10-15

• Google Tag Manager runs on 20.3% of the 8,291 company websites crawled, the most of any Analytics tool.
• Google Tag Manager share runs from 9.4% in Biotechnology to 27.6% in Information Technology.
• Google Tag Manager is most common at 51-200 employees, on 26.6% of sites in that band.
• Google Tag Manager share is highest in France, at 28.7% of crawled sites there.
• Google Analytics 4 share runs from 10.1% in Commerce and Shopping to 20.7% in Energy.
• In Artificial Intelligence (AI), Google Tag Manager is the most used Analytics tool, on 21.6% of crawled sites.
• In Financial Services, Google Tag Manager is the most used Analytics tool, on 22.8% 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 20.3% of the 8,291 company websites crawled, the most of any Analytics tool.

Google Tag Manager was found on 1,685 sites. Google Analytics 4 came second with 1,283. 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 leads Analytics at 20.3%.

Google Tag Manager share runs from 9.4% in Biotechnology to 27.6% in Information Technology.

Information Technology: 139 of 503 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 2.9 times as common in Information Technology as in Biotechnology.

Google Tag Manager is most common at 51-200 employees, on 26.6% of sites in that band.

544 of the 2,042 crawled sites with 51-200 employees run Google Tag Manager. At 11-50 employees the share is 18.3%. Google Tag Manager skews to 51-200 employee companies.

Google Tag Manager share is highest in France, at 28.7% of crawled sites there.

121 of the 422 crawled France sites run Google Tag Manager, against 20.3% across all countries. Countries with fewer than 150 crawled sites are not compared. Google Tag Manager is strongest in France.

Google Analytics 4 share runs from 10.1% in Commerce and Shopping to 20.7% in Energy.

Energy: 61 of 294 crawled sites run Google Analytics 4. Commerce and Shopping: 35 of 347. Only industries with at least 150 crawled sites are compared here; the tool page lists the rest. Google Analytics 4 is 2.1 times as common in Energy as in Commerce and Shopping.

In Artificial Intelligence (AI), Google Tag Manager is the most used Analytics tool, on 21.6% of crawled sites.

1,631 crawled sites are labelled Artificial Intelligence (AI), and 353 of them run Google Tag Manager. Google Analytics 4 follows at 16.9%. Google Tag Manager leads Analytics in Artificial Intelligence (AI).

In Financial Services, Google Tag Manager is the most used Analytics tool, on 22.8% of crawled sites.

548 crawled sites are labelled Financial Services, and 125 of them run Google Tag Manager. Google Analytics 4 follows at 16.4%. Google Tag Manager leads Analytics in Financial Services.

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%. Google Analytics 4 leads Analytics in Biotechnology.

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