Tag managers worldwide: market share ranking

Containers that load other tags.

#	Technology	Global	United Kingdom	Netherlands	Italy	Spain	Japan	Latin America
1	Google Tag Manager	38%	43%	45%	39%	45%	55%	44%
2	Adobe Experience Platform Tags	2.4%	2.6%	0.7%	1.1%	1.8%	1.1%	1.1%
3	Tealium iQ	0.7%	0.6%	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	<0.1%	0%	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 1K	Top 10K	Top 100K
1	Google Tag Manager	32%	38%	38%
2	Adobe Experience Platform Tags	6.3%	4.2%	2.4%
3	Tealium iQ	2%	1.2%	0.7%
4	Ensighten	0.3%	0.2%	0.1%
5	Yahoo! JAPAN Tag Manager	0%	<0.1%	<0.1%
	Sites measured	591	6,700	68,769

Our crawler: 68,769 sites · Global · updated Oct 23, 2026 · Methodology