The most used analytics tools
We track 75 analytics tools. The most used is Google Analytics, found at 809,719 companies as of October 2026, ahead of Google Tag Manager (468,616) and Microsoft Clarity (121,206).
Analytics is the most widely installed category on the web. Google Analytics and Google Tag Manager are on a large share of all company sites; product analytics (Amplitude, Mixpanel, PostHog, Heap), customer data platforms (Segment, RudderStack), session recording (Hotjar, FullStory, Microsoft Clarity) and privacy-first web analytics (Plausible, Fathom) fill the rest.
Many analytics tags are added through a tag manager rather than the page itself, so we unpack public Google Tag Manager containers and Segment settings to see what they load.
Analytics tools ranked by companies using them
“Share” is each tool's part of all 1,638,568 matches in this category; a company that uses two tools counts for both.
| # | Tool | Companies | Share | Last 30 days | Most popular with |
|---|---|---|---|---|---|
| 1 | 809,719 | 49% | +48−42 | – | |
| 2 | 468,616 | 29% | +18−3 | Construction (1.6×) | |
| 3 | 121,206 | 7.4% | +19−16 | 1,001–5,000 employees (1.6×) | |
| 4 | 58,469 | 3.6% | +15−12 | 1,001–5,000 employees (1.7×) | |
| 5 | 31,700 | 1.9% | +4−1 | Government Administration (6.7×) | |
| 6 | 9,251 | 0.56% | +2−4 | Automotive (2.9×) | |
| 7 | 8,857 | 0.54% | +11−4 | – | |
| 8 | 8,742 | 0.53% | – | Internet (1.9×) | |
| 9 | 7,004 | 0.43% | −1 | 1–10 employees (6.2×) | |
| 10 | 6,799 | 0.41% | +1 | Newspapers (65×) | |
| 11 | 6,625 | 0.40% | +1 | 1–10 employees (2.8×) | |
| 12 | 6,507 | 0.40% | −4 | Automotive (20×) | |
| 13 | 6,483 | 0.40% | +5 | Automotive (23×) | |
| 14 | 6,173 | 0.38% | +2 | – | |
| 15 | 5,540 | 0.34% | +2−1 | 1,001–5,000 employees (2.8×) | |
| 16 | 5,377 | 0.33% | +3 | – | |
| 17 | 4,894 | 0.30% | +3 | Government Administration (23×) | |
| 18 | 4,403 | 0.27% | +3−5 | Veterinary (21×) | |
| 19 | 4,152 | 0.25% | +3−1 | 1,001–5,000 employees (2.2×) | |
| 20 | 2,922 | 0.18% | +3 | Government Administration (16×) | |
| 21 | 2,831 | 0.17% | – | Apparel & Fashion (27×) | |
| 22 | 2,799 | 0.17% | −1 | Government Administration (5.8×) | |
| 23 | 2,675 | 0.16% | +2 | 1–10 employees (4.3×) | |
| 24 | 2,535 | 0.15% | +130 | 10,000+ employees (15×) | |
| 25 | 2,405 | 0.15% | −1 | Apparel & Fashion (8.2×) | |
| 26 | 2,366 | 0.14% | +3 | Insurance (3.4×) | |
| 27 | 2,356 | 0.14% | +1−1 | – | |
| 28 | 2,263 | 0.14% | – | Sports (5.7×) | |
| 29 | 2,174 | 0.13% | −1 | Health, Wellness and Fitness (2.4×) | |
| 30 | 2,173 | 0.13% | +1−1 | Software (1.4×) | |
| 31 | 2,159 | 0.13% | – | 1–10 employees (2.5×) | |
| 32 | 1,825 | 0.11% | +1 | Newspapers (108×) | |
| 33 | 1,750 | 0.11% | – | Newspapers (130×) | |
| 34 | 1,745 | 0.11% | +207 | 10,000+ employees (9.3×) | |
| 35 | 1,715 | 0.10% | +2−1 | Religious Institutions (26×) | |
| 36 | 1,665 | 0.10% | – | Automotive (3.7×) | |
| 37 | 1,563 | <0.1% | – | 1–10 employees (1.7×) | |
| 38 | 1,423 | <0.1% | – | Insurance (7.9×) | |
| 39 | 1,354 | <0.1% | – | Newspapers (186×) | |
| 40 | 1,243 | <0.1% | −1 | Software (7.7×) | |
| 41 | 1,162 | <0.1% | – | Automotive (33×) | |
| 42 | 1,132 | <0.1% | +1 | Mechanical or Industrial Engineering (4.4×) | |
| 43 | 1,093 | <0.1% | – | Hospitality (60×) | |
| 44 | 882 | <0.1% | – | Publishing (8.9×) | |
| 45 | 808 | <0.1% | −1 | Software (1.6×) | |
| 46 | 746 | <0.1% | +2−2 | Computer & Network Security (9.7×) | |
| 47 | 736 | <0.1% | +1−1 | Government Administration (7.7×) | |
| 48 | 649 | <0.1% | – | 10,000+ employees (24×) | |
| 49 | 604 | <0.1% | – | Apparel & Fashion (33×) | |
| 50 | 595 | <0.1% | – | Software (1.7×) | |
| 51 | 517 | <0.1% | – | 1–10 employees (4.2×) | |
| 52 | 427 | <0.1% | – | Apparel & Fashion (20×) | |
| 53 | 422 | <0.1% | – | E-learning (8.1×) | |
| 54 | 421 | <0.1% | +1 | 10,000+ employees (30×) | |
| 55 | 405 | <0.1% | – | Apparel & Fashion (20×) | |
| 56 | 398 | <0.1% | +1 | 1,001–5,000 employees (3.9×) | |
| 57 | 320 | <0.1% | – | Retail (4.5×) | |
| 58 | 300 | <0.1% | – | 1,001–5,000 employees (7.2×) | |
| 59 | 281 | <0.1% | +1 | 10,000+ employees (14×) | |
| 60 | 233 | <0.1% | – | Government Administration (23×) | |
| 61 | 230 | <0.1% | +19 | 201–1,000 employees (2.6×) | |
| 62 | 219 | <0.1% | +23 | Retail (3.5×) | |
| 63 | 192 | <0.1% | – | 10,000+ employees (31×) | |
| 64 | 191 | <0.1% | – | Software (7.7×) | |
| 65 | 168 | <0.1% | – | 51–200 employees (1.3×) | |
| 66 | 163 | <0.1% | – | – | |
| 67 | 162 | <0.1% | – | – | |
| 68 | 160 | <0.1% | – | Health, Wellness and Fitness (6.7×) | |
| 69 | 129 | <0.1% | – | Software (8.7×) | |
| 70 | 109 | <0.1% | – | 51–200 employees (1.6×) | |
| 71 | 91 | <0.1% | – | 51–200 employees (2.2×) | |
| 72 | 59 | <0.1% | – | – | |
| 73 | 54 | <0.1% | +12 | – | |
| 74 | 38 | <0.1% | – | – | |
| 75 | 14 | <0.1% | – | – |
“Most popular with” is the industry or company size where the tool is most over-represented compared with all companies we've scanned. Starts and stops compare two scans done the same way.
Who's gaining and losing customers
- Dynamics 365 Customer Voice: 207 started in the last 30 days
- Qualtrics: 130 started in the last 30 days
- Stape: 23 started in the last 30 days
- Netigate: 19 started in the last 30 days
- Google Tag Manager: 18 started, 3 stopped in the last 30 days
- Tivian: 12 started in the last 30 days
How to compare analytics tools
- Web analytics or product analytics: traffic and campaigns versus what users do inside the product.
- Privacy and consent: cookieless options and data residency.
- Pricing by events or tracked users.
- Whether you want a data platform that feeds every other tool.
How we find analytics tools
Analytics tags load in the browser, so we find them in page scripts, inside tag-manager containers, in content security policies and in the requests a real browser makes when the page loads.
Every company on a tool's page links to the record behind the match. DNS is rechecked weekly and websites monthly, so tools a company stops using drop off the list.
Analytics FAQ
What are the most popular analytics tools?
As of October 2026, the most popular analytics tools by number of companies using them are Google Analytics (809,719 companies), Google Tag Manager (468,616 companies) and Microsoft Clarity (121,206 companies), according to runsonwhat. Google Analytics alone accounts for 49% of the 1,638,568 Analytics matches runsonwhat has, and the top three together for 85%. 75 analytics tools have at least one confirmed customer.
Google Analytics vs Google Tag Manager: which is more popular?
Google Analytics is more popular: 809,719 companies show public evidence of Google Analytics, against 468,616 for Google Tag Manager (1.7× as many), according to runsonwhat (October 2026). Microsoft Clarity is third with 121,206.
Which analytics tools do small businesses use most?
Among companies with up to 50 employees, the most used analytics tools are Google Analytics (397,808 companies), Google Tag Manager (214,838 companies) and Microsoft Clarity (50,232 companies), according to runsonwhat (October 2026). The counts cover companies with a known headcount; see each tool's page for the full size breakdown.
Which analytics tools do large companies use most?
Among companies with more than 1,000 employees, the most used analytics tools are Google Analytics (33,713 companies), Google Tag Manager (22,702 companies) and Microsoft Clarity (6,621 companies), according to runsonwhat (October 2026). Large companies often run more than one tool in a category, so the same company can count for several.
Which analytics tools are most popular in the United States?
In the United States, the most used analytics tools are Google Analytics (235,311 companies), Google Tag Manager (131,421 companies) and Microsoft Clarity (31,948 companies), based on companies runsonwhat has located there (October 2026). Google Analytics has 49% of the Analytics matches among companies based in the United States.
Which analytics tools are most popular in the United Kingdom?
In the United Kingdom, the most used analytics tools are Google Analytics (49,661 companies), Google Tag Manager (29,061 companies) and Microsoft Clarity (8,967 companies), based on companies runsonwhat has located there (October 2026). Google Analytics has 48% of the Analytics matches among companies based in the United Kingdom.
Which analytics tools do IT services companies use?
IT services is the industry with the most Analytics matches, and its companies use Google Analytics (49,427 companies), Google Tag Manager (24,992 companies) and Microsoft Clarity (7,783 companies) most, according to runsonwhat (October 2026). Each tool's page breaks its customers down by industry, so you can check where a tool over-indexes.
Which analytics tools are companies adopting right now?
In the 30 days to October 2026, the most new adoptions runsonwhat recorded were for Dynamics 365 Customer Voice (207 companies), Qualtrics (130 companies) and Google Analytics (48 companies). A start is counted when a recheck finds a tool that the previous check of the same company, done the same way, did not.
Which analytics tools are losing customers?
In the 30 days to October 2026, more companies stopped than started using Adobe Analytics (4 stopped, 0 started), Crazy Egg (4 stopped, 2 started) and Amplitude (5 stopped, 3 started), according to runsonwhat's rechecks. Short-term moves are small next to each tool's total, so read them as signals rather than trends.
How does runsonwhat rank analytics tools?
runsonwhat counts the companies where a public record shows each tool in use and ranks by that count. Analytics tags load in the browser, so we find them in page scripts, inside tag-manager containers, in content security policies and in the requests a real browser makes when the page loads. A company counts only when a direct record backs it up. The full method is at https://www.runsonwhat.com/methodology.