# The most used analytics tools

As of October 2026, the most used of the 75 analytics tools runsonwhat tracks is Google Analytics, found at 812,791 companies, ahead of Google Tag Manager (469,831) and Microsoft Clarity (121,484).

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

| # | Tool | Companies | Share of category | Last 30 days | Most popular with |
|---|---|---|---|---|---|
| 1 | [Google Analytics](https://www.runsonwhat.com/reverse/ga) | 812,791 | 49% | +49 −42 | – |
| 2 | [Google Tag Manager](https://www.runsonwhat.com/reverse/gtm) | 469,831 | 29% | +19 −3 | Construction (1.6×) |
| 3 | [Microsoft Clarity](https://www.runsonwhat.com/reverse/clarity) | 121,484 | 7.4% | +19 −16 | 1,001–5,000 employees (1.6×) |
| 4 | [Hotjar](https://www.runsonwhat.com/reverse/hotjar) | 58,637 | 3.6% | +16 −12 | 1,001–5,000 employees (1.7×) |
| 5 | [Matomo](https://www.runsonwhat.com/reverse/matomo) | 31,787 | 1.9% | +4 −1 | Government Administration (6.6×) |
| 6 | [Crazy Egg](https://www.runsonwhat.com/reverse/crazyegg) | 9,269 | 0.56% | +2 −4 | Automotive (2.9×) |
| 7 | [PostHog](https://www.runsonwhat.com/reverse/posthog) | 8,885 | 0.54% | +11 −4 | – |
| 8 | [StatCounter](https://www.runsonwhat.com/reverse/statcounter) | 8,875 | 0.54% | – | Internet (1.9×) |
| 9 | [Vercel Analytics](https://www.runsonwhat.com/reverse/vercel-analytics) | 7,044 | 0.43% | −1 | 1–10 employees (6.2×) |
| 10 | [comScore](https://www.runsonwhat.com/reverse/comscore) | 6,805 | 0.41% | +1 | Newspapers (65×) |
| 11 | [Plausible](https://www.runsonwhat.com/reverse/plausible) | 6,632 | 0.40% | +1 | 1–10 employees (2.8×) |
| 12 | [Adobe Analytics](https://www.runsonwhat.com/reverse/adobe-analytics) | 6,507 | 0.40% | −4 | Automotive (20×) |
| 13 | [Adobe Experience Platform](https://www.runsonwhat.com/reverse/adobe-experience-platform) | 6,483 | 0.39% | +5 | Automotive (23×) |
| 14 | [Segment](https://www.runsonwhat.com/reverse/segment) | 6,181 | 0.38% | +2 | – |
| 15 | [Contentsquare](https://www.runsonwhat.com/reverse/contentsquare) | 5,553 | 0.34% | +2 −1 | 1,001–5,000 employees (2.8×) |
| 16 | [Mixpanel](https://www.runsonwhat.com/reverse/mixpanel) | 5,384 | 0.33% | +3 | – |
| 17 | [Azure Monitor](https://www.runsonwhat.com/reverse/azure-monitor) | 4,902 | 0.30% | +3 | Government Administration (23×) |
| 18 | [Amplitude](https://www.runsonwhat.com/reverse/amplitude) | 4,411 | 0.27% | +3 −5 | Veterinary (21×) |
| 19 | [Mouseflow](https://www.runsonwhat.com/reverse/mouseflow) | 4,156 | 0.25% | +3 −1 | 1,001–5,000 employees (2.2×) |
| 20 | [Siteimprove](https://www.runsonwhat.com/reverse/siteimprove) | 2,926 | 0.18% | +3 | Government Administration (16×) |
| 21 | [Triple Whale](https://www.runsonwhat.com/reverse/triple-whale) | 2,832 | 0.17% | – | Apparel & Fashion (27×) |
| 22 | [Piwik PRO](https://www.runsonwhat.com/reverse/piwik-pro) | 2,810 | 0.17% | −1 | Government Administration (5.8×) |
| 23 | [Naver Analytics](https://www.runsonwhat.com/reverse/naver-analytics) | 2,679 | 0.16% | +2 | 1–10 employees (4.3×) |
| 24 | [Qualtrics](https://www.runsonwhat.com/reverse/qualtrics) | 2,535 | 0.15% | +130 | 10,000+ employees (15×) |
| 25 | [Lucky Orange](https://www.runsonwhat.com/reverse/lucky-orange) | 2,410 | 0.15% | −1 | Apparel & Fashion (8.2×) |
| 26 | [FullStory](https://www.runsonwhat.com/reverse/fullstory) | 2,373 | 0.14% | +3 | Insurance (3.4×) |
| 27 | [AppsFlyer](https://www.runsonwhat.com/reverse/appsflyer) | 2,363 | 0.14% | +1 −1 | – |
| 28 | [Fathom](https://www.runsonwhat.com/reverse/fathom) | 2,277 | 0.14% | – | Sports (5.7×) |
| 29 | [RudderStack](https://www.runsonwhat.com/reverse/rudderstack) | 2,188 | 0.13% | −1 | Health, Wellness and Fitness (2.4×) |
| 30 | [Smartlook](https://www.runsonwhat.com/reverse/smartlook) | 2,181 | 0.13% | +1 −1 | Software (1.4×) |
| 31 | [Umami](https://www.runsonwhat.com/reverse/umami) | 2,164 | 0.13% | – | 1–10 employees (2.5×) |
| 32 | [Chartbeat](https://www.runsonwhat.com/reverse/chartbeat) | 1,825 | 0.11% | +1 | Newspapers (108×) |
| 33 | [Parse.ly](https://www.runsonwhat.com/reverse/parsely) | 1,750 | 0.11% | – | Newspapers (130×) |
| 34 | [Dynamics 365 Customer Voice](https://www.runsonwhat.com/reverse/dynamics-365-customer-voice) | 1,745 | 0.11% | +207 | 10,000+ employees (9.3×) |
| 35 | [Pendo](https://www.runsonwhat.com/reverse/pendo) | 1,715 | 0.10% | +2 −1 | Religious Institutions (26×) |
| 36 | [Tinybird](https://www.runsonwhat.com/reverse/tinybird) | 1,665 | 0.10% | – | Automotive (3.7×) |
| 37 | [Clicky](https://www.runsonwhat.com/reverse/clicky) | 1,572 | <0.1% | – | 1–10 employees (1.7×) |
| 38 | [Heap](https://www.runsonwhat.com/reverse/heap) | 1,430 | <0.1% | – | Insurance (7.9×) |
| 39 | [Marfeel](https://www.runsonwhat.com/reverse/marfeel) | 1,354 | <0.1% | – | Newspapers (186×) |
| 40 | [Dreamdata](https://www.runsonwhat.com/reverse/dreamdata) | 1,246 | <0.1% | −1 | Software (7.7×) |
| 41 | [Survicate](https://www.runsonwhat.com/reverse/survicate) | 1,164 | <0.1% | – | Automotive (33×) |
| 42 | [etracker](https://www.runsonwhat.com/reverse/etracker) | 1,132 | <0.1% | +1 | Mechanical or Industrial Engineering (4.4×) |
| 43 | [The Hotels Network](https://www.runsonwhat.com/reverse/the-hotels-network) | 1,093 | <0.1% | – | Hospitality (60×) |
| 44 | [Ensighten](https://www.runsonwhat.com/reverse/ensighten) | 882 | <0.1% | – | Publishing (8.9×) |
| 45 | [Inspectlet](https://www.runsonwhat.com/reverse/inspectlet) | 808 | <0.1% | −1 | Software (1.6×) |
| 46 | [Marketo Measure](https://www.runsonwhat.com/reverse/marketo-measure) | 751 | <0.1% | +3 −2 | Computer & Network Security (9.7×) |
| 47 | [SurveyMonkey](https://www.runsonwhat.com/reverse/surveymonkey) | 740 | <0.1% | +1 −1 | Government Administration (7.7×) |
| 48 | [Medallia](https://www.runsonwhat.com/reverse/medallia) | 650 | <0.1% | – | 10,000+ employees (24×) |
| 49 | [Elevar](https://www.runsonwhat.com/reverse/elevar) | 604 | <0.1% | – | Apparel & Fashion (33×) |
| 50 | [Simple Analytics](https://www.runsonwhat.com/reverse/simple-analytics) | 596 | <0.1% | – | Software (1.7×) |
| 51 | [Adjust](https://www.runsonwhat.com/reverse/adjust) | 517 | <0.1% | – | 1–10 employees (4.2×) |
| 52 | [Northbeam](https://www.runsonwhat.com/reverse/northbeam) | 428 | <0.1% | – | Apparel & Fashion (20×) |
| 53 | [Hyros](https://www.runsonwhat.com/reverse/hyros) | 422 | <0.1% | – | E-learning (8.1×) |
| 54 | [Quantum Metric](https://www.runsonwhat.com/reverse/quantum-metric) | 421 | <0.1% | +1 | 10,000+ employees (30×) |
| 55 | [Heatmap](https://www.runsonwhat.com/reverse/heatmap-com) | 405 | <0.1% | – | Apparel & Fashion (20×) |
| 56 | [Maze](https://www.runsonwhat.com/reverse/maze) | 398 | <0.1% | +1 | 1,001–5,000 employees (3.9×) |
| 57 | [Loggly](https://www.runsonwhat.com/reverse/loggly) | 320 | <0.1% | – | Retail (4.5×) |
| 58 | [Usabilla](https://www.runsonwhat.com/reverse/usabilla) | 300 | <0.1% | – | 1,001–5,000 employees (7.2×) |
| 59 | [Decibel](https://www.runsonwhat.com/reverse/decibel) | 282 | <0.1% | +1 | 10,000+ employees (14×) |
| 60 | [Instana](https://www.runsonwhat.com/reverse/instana) | 233 | <0.1% | – | Government Administration (23×) |
| 61 | [Netigate](https://www.runsonwhat.com/reverse/netigate) | 230 | <0.1% | +19 | 201–1,000 employees (2.6×) |
| 62 | [Stape](https://www.runsonwhat.com/reverse/stape) | 219 | <0.1% | +23 | Retail (3.5×) |
| 63 | [AppDynamics](https://www.runsonwhat.com/reverse/appdynamics) | 192 | <0.1% | – | 10,000+ employees (31×) |
| 64 | [HockeyStack](https://www.runsonwhat.com/reverse/hockeystack) | 191 | <0.1% | – | Software (7.7×) |
| 65 | [Usermaven](https://www.runsonwhat.com/reverse/usermaven) | 168 | <0.1% | – | 51–200 employees (1.3×) |
| 66 | [DataFast](https://www.runsonwhat.com/reverse/datafast) | 163 | <0.1% | – | – |
| 67 | [Mapp](https://www.runsonwhat.com/reverse/mapp) | 163 | <0.1% | – | – |
| 68 | [Wicked Reports](https://www.runsonwhat.com/reverse/wicked-reports) | 160 | <0.1% | – | Health, Wellness and Fitness (6.7×) |
| 69 | [CaliberMind](https://www.runsonwhat.com/reverse/calibermind) | 129 | <0.1% | – | Software (8.7×) |
| 70 | [Rockerbox](https://www.runsonwhat.com/reverse/rockerbox) | 109 | <0.1% | – | 51–200 employees (1.6×) |
| 71 | [Littledata](https://www.runsonwhat.com/reverse/littledata) | 91 | <0.1% | – | 51–200 employees (2.2×) |
| 72 | [UserZoom](https://www.runsonwhat.com/reverse/userzoom) | 59 | <0.1% | – | – |
| 73 | [Tivian](https://www.runsonwhat.com/reverse/tivian) | 54 | <0.1% | +12 | – |
| 74 | [Histats](https://www.runsonwhat.com/reverse/histats) | 38 | <0.1% | – | – |
| 75 | [June](https://www.runsonwhat.com/reverse/june) | 14 | <0.1% | – | – |

Share is each tool's part of all 1,643,783 matches in this category; a company using two tools counts for both.

## 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 runsonwhat finds 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.

## 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 (812,791 companies), Google Tag Manager (469,831 companies) and Microsoft Clarity (121,484 companies), according to runsonwhat. Google Analytics alone accounts for 49% of the 1,643,783 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: 812,791 companies show public evidence of Google Analytics, against 469,831 for Google Tag Manager (1.7× as many), according to runsonwhat (October 2026). Microsoft Clarity is third with 121,484.

### Which analytics tools do small businesses use most?

Among companies with up to 50 employees, the most used analytics tools are Google Analytics (408,394 companies), Google Tag Manager (219,075 companies) and Microsoft Clarity (50,982 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 (33,719 companies), Google Tag Manager (22,707 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 (238,749 companies), Google Tag Manager (132,741 companies) and Microsoft Clarity (32,182 companies), based on companies runsonwhat has located there (October 2026). Google Analytics has 50% 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 (50,429 companies), Google Tag Manager (29,360 companies) and Microsoft Clarity (9,031 companies), based on companies runsonwhat has located there (October 2026). Google Analytics has 49% 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 (51,388 companies), Google Tag Manager (25,741 companies) and Microsoft Clarity (7,938 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 (49 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.

### What is Google Analytics' market share among analytics tools?

Google Analytics has 49% of the Analytics matches runsonwhat has found (812,791 companies of 1,643,783), as of October 2026; Google Tag Manager has 29%. This is share of companies with public evidence of each tool, not share of revenue or seats, and a company that runs two tools counts for both.

### 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.

## Related categories

- [Monitoring](https://www.runsonwhat.com/tools/monitoring.md)
- [Flags & Experiments](https://www.runsonwhat.com/tools/feature-flags-ab-testing.md)
- [Data Pipeline](https://www.runsonwhat.com/tools/data-pipelines.md)

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Source: runsonwhat, https://www.runsonwhat.com/tools/analytics (updated October 2026). Counts are companies with direct public evidence of the tool (DNS records, certificates, website code, a real-browser crawl, subprocessor lists), so they are lower bounds. Methodology: https://www.runsonwhat.com/methodology.