Analytics in the UK: market share ranking

Web analytics and measurement.

#	Technology	United Kingdom	Global	Netherlands	Italy	Spain	Japan	Latin America
1	Google Analytics 4	18%	19%	13%	22%	23%	24%	27%
2	Cloudflare Web Analytics	14%	12%	10%	11%	9%	2.3%	12%
3	Universal Analytics (legacy)	12%	9.4%	8.1%	10%	13%	20%	13%
4	Matomo	1.7%	2.6%	3%	8.3%	2.2%	0.6%	0.9%
5	Comscore	1.2%	2%	0.3%	1.9%	1.5%	<0.1%	1.1%
6	Umami	1%	0.3%	1.1%	0.9%	0.8%	<0.1%	0.2%
7	Plausible	0.5%	0.4%	0.2%	0.3%	0.1%	<0.1%	<0.1%
8	Yandex Metrica	0.4%	3.9%	<0.1%	0.2%	0.2%	<0.1%	0.1%
9	PostHog	0.4%	0.5%	0.2%	0.2%	0.2%	0%	0.1%
10	StatCounter	0.4%	0.2%	0.2%	<0.1%	0.2%	<0.1%	0.1%
11	Quantcast Measure	0.3%	0.5%	<0.1%	0.3%	0.4%	0.4%	<0.1%
12	Fathom	0.3%	0.2%	0.2%	<0.1%	0%	<0.1%	<0.1%
13	Clicky	0.2%	0.1%	0.1%	<0.1%	<0.1%	<0.1%	<0.1%
14	Adobe Analytics	0.2%	0.6%	<0.1%	0.3%	0.3%	0.4%	<0.1%
15	Chartbeat	0.1%	0.8%	<0.1%	0.3%	0.2%	<0.1%	0.3%
16	Parse.ly	0.1%	0.6%	<0.1%	<0.1%	<0.1%	0%	<0.1%
17	Amplitude	0.1%	0.4%	<0.1%	<0.1%	0.1%	<0.1%	0.3%
18	Mixpanel	<0.1%	0.3%	<0.1%	<0.1%	<0.1%	<0.1%	0.3%
19	Simple Analytics	<0.1%	<0.1%	0.2%	<0.1%	<0.1%	<0.1%	<0.1%
20	Heap	<0.1%	<0.1%	<0.1%	0%	0%	0%	<0.1%
21	Baidu Analytics	<0.1%	0.9%	0%	0%	0%	<0.1%	<0.1%
22	Kissmetrics	<0.1%	<0.1%	0%	0%	0%	0%	<0.1%
23	Woopra	<0.1%	<0.1%	<0.1%	0%	0%	0%	<0.1%
24	Piano Analytics (AT Internet)	<0.1%	0.2%	<0.1%	<0.1%	<0.1%	<0.1%	0%
25	Vercel Analytics	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	0%	<0.1%
26	Gemius	0%	0.6%	<0.1%	0%	0%	0%	<0.1%
27	User Insight	0%	<0.1%	0%	0%	0%	0.5%	0%
28	CNZZ / Umeng	0%	0.2%	0%	0%	0%	0%	0%

By site popularity

Share of measured sites in each Tranco popularity band that use the technology: the top 1,000, 10,000 and 100,000 sites and the whole top million.

#	Technology	Top 10K	Top 100K	Top 1M
1	Comscore	11%	3.9%	1.2%
2	Cloudflare Web Analytics	6.1%	11%	14%
3	Google Analytics 4	3%	11%	18%
4	Universal Analytics (legacy)	3%	9.3%	12%
5	Adobe Analytics	3%	0.8%	0.2%
6	Quantcast Measure	1.5%	0.5%	0.3%
7	Chartbeat	1.5%	0.4%	0.1%
8	Amplitude	1.5%	0.2%	0.1%
9	Matomo	0%	1.1%	1.7%
10	Umami	0%	0%	1%
11	Plausible	0%	0.6%	0.5%
12	Yandex Metrica	0%	0.1%	0.4%
13	PostHog	0%	0.1%	0.4%
14	StatCounter	0%	0.2%	0.4%
15	Fathom	0%	0.2%	0.3%
16	Clicky	0%	0%	0.2%
17	Parse.ly	0%	0.4%	0.1%
18	Simple Analytics	0%	0.1%	<0.1%
19	Mixpanel	0%	0.1%	<0.1%
20	Heap	0%	0%	<0.1%
	Sites measured	66	931	11,909

Popular sites vs local business websites

Popular: sites of United Kingdom from the Tranco top million. Local business: websites of companies with 1–20 locations in the country, taken from a business places directory (platforms, marketplaces and aggregators excluded).

#	Technology	Popular sites	Local business	Difference, pp
	Any Analytics	42%	29%	−12.3
1	Google Analytics 4	18%	17%	−1.5
2	Universal Analytics (legacy)	12%	9.7%	−2.6
3	Cloudflare Web Analytics	14%	4.4%	−9.8
4	Matomo	1.7%	0.7%	−1
5	Plausible	0.5%	0.6%	+0.1
6	StatCounter	0.4%	0.4%	+0.1
7	Umami	1%	0.2%	−0.7
8	Fathom	0.3%	0.2%	−0.1
9	PostHog	0.4%	0.1%	−0.2
10	Clicky	0.2%	<0.1%	−0.1
11	Quantcast Measure	0.3%	<0.1%	−0.3
12	Adobe Analytics	0.2%	<0.1%	−0.1
13	Comscore	1.2%	<0.1%	−1.1
14	Simple Analytics	<0.1%	<0.1%	0
15	Woopra	<0.1%	<0.1%	0
	Sites measured	11,909	21,114

Our crawler: 11,909 sites · United Kingdom · updated 23 Oct 2026 · Methodology