Tag managers in the UK: market share ranking

Containers that load other tags.

#	Technology	United Kingdom	Global	Netherlands	Italy	Spain	Japan	Latin America
1	Google Tag Manager	43%	38%	45%	39%	45%	55%	44%
2	Adobe Experience Platform Tags	2.6%	2.4%	0.7%	1.1%	1.8%	1.1%	1.1%
3	Tealium iQ	0.6%	0.7%	0.3%	0.5%	0.8%	0.2%	0.3%
4	Ensighten	<0.1%	0.1%	<0.1%	0%	0%	0.2%	<0.1%
5	Yahoo! JAPAN Tag Manager	0%	<0.1%	0%	0%	0%	2.9%	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	Google Tag Manager	55%	60%	43%
2	Adobe Experience Platform Tags	6.1%	6.2%	2.6%
3	Tealium iQ	4.5%	2.1%	0.6%
4	Ensighten	0%	0.2%	<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 Tag managers	45%	13%	−32.2
1	Google Tag Manager	43%	13%	−29.5
2	Adobe Experience Platform Tags	2.6%	<0.1%	−2.6
3	Tealium iQ	0.6%	<0.1%	−0.6
4	Ensighten	<0.1%	<0.1%	0
	Sites measured	11,909	21,114

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