Martech stack statistics worldwide

Analytics, tag managers, pixels, CRM and testing tools — the marketing stack of popular sites.

43%

Web analytics

29,177 / 68,167

40%

Tag manager

27,448 / 68,167

23%

Ad pixels

15,349 / 68,167

20%

Cookie consent banner

13,340 / 68,167

By market

Metric	Global	United Kingdom	Netherlands	Italy	Spain	Japan	Latin America
Web analytics	43%	44%	35%	47%	42%	41%	45%
Tag manager	40%	44%	43%	40%	46%	58%	45%
Ad pixels	23%	24%	14%	26%	23%	20%	31%
Session replay	5.5%	9%	4.3%	5%	5.6%	5.5%	10%
Cookie consent banner	20%	26%	20%	37%	30%	3.3%	8.3%
Marketing automation	4.4%	2.3%	1.4%	1.6%	2.1%	1.6%	3.1%
Email marketing	2.3%	9.5%	6.6%	5.7%	5.4%	0.7%	2.7%
Live chat	6.2%	8.5%	9.5%	13%	14%	1.2%	35%
A/B testing	3.7%	3.6%	4.5%	1.4%	2.7%	0.9%	1.8%
Personalization	0.5%	0.7%	0.3%	0.2%	0.4%	0.8%	0.7%
No analytics at all	57%	56%	65%	53%	58%	59%	55%

#	Technology	Global	United Kingdom	Netherlands	Italy	Spain	Japan	Latin America
1	Google Analytics 4	19%	18%	13%	22%	22%	25%	27%
2	Cloudflare Web Analytics	13%	18%	15%	11%	9.6%	2.2%	13%
3	Universal Analytics (legacy)	9%	12%	7.4%	10%	13%	21%	13%
4	Yandex Metrica	3.6%	0.4%	<0.1%	0.2%	0.2%	<0.1%	0.1%
5	Matomo	2.6%	1.7%	3%	8.7%	2.5%	0.5%	1%
6	Comscore	2%	1.2%	0.3%	1.9%	1.6%	<0.1%	1.1%
7	Baidu Analytics	0.9%	<0.1%	0%	0%	0%	<0.1%	0%
8	Chartbeat	0.8%	0.1%	<0.1%	0.3%	0.2%	<0.1%	0.4%
9	Gemius	0.6%	0%	<0.1%	0%	0%	0%	<0.1%
10	Parse.ly	0.6%	0.1%	<0.1%	<0.1%	<0.1%	0%	<0.1%
11	Adobe Analytics	0.6%	0.2%	<0.1%	0.3%	0.3%	0.4%	<0.1%
12	PostHog	0.5%	0.4%	0.2%	0.2%	0.1%	<0.1%	0.2%

#	Technology	Global	United Kingdom	Netherlands	Italy	Spain	Japan	Latin America
1	Google Tag Manager	38%	42%	42%	39%	44%	57%	44%
2	Adobe Experience Platform Tags	2.3%	2.4%	0.7%	1.2%	1.7%	1.1%	1.1%
3	Tealium iQ	0.8%	0.6%	0.3%	0.6%	0.9%	0.2%	0.3%
4	Ensighten	0.1%	<0.1%	<0.1%	<0.1%	<0.1%	0.2%	<0.1%
5	Yahoo! JAPAN Tag Manager	0.1%	0%	0%	0%	0%	2.9%	0%

#	Technology	Global	United Kingdom	Netherlands	Italy	Spain	Japan	Latin America
1	HubSpot	2.3%	0.9%	0.5%	0.6%	0.8%	0.4%	1.7%
2	Marketo	0.5%	0.1%	<0.1%	0%	<0.1%	0.2%	<0.1%
3	Salesforce Marketing Cloud	0.4%	0.2%	0.2%	0.3%	0.4%	0.2%	0.6%
4	Salesforce Account Engagement (Pardot)	0.3%	0.3%	<0.1%	<0.1%	<0.1%	0.6%	<0.1%
5	Oracle Eloqua	0.3%	0.1%	<0.1%	<0.1%	0.2%	0.2%	<0.1%
6	SAP Emarsys	0.2%	0.2%	0.2%	0.2%	0.3%	0%	0.3%
7	Braze	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%
8	MoEngage	<0.1%	<0.1%	<0.1%	0%	0%	<0.1%	<0.1%
9	Jotform	<0.1%	0.2%	0.1%	<0.1%	<0.1%	<0.1%	0.1%
10	Typeform	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%
11	Dynamics 365 Customer Insights	<0.1%	<0.1%	0.1%	<0.1%	<0.1%	0%	<0.1%
12	Tally	<0.1%	<0.1%	0%	<0.1%	0%	0%	<0.1%

#	Technology	Global	United Kingdom	Netherlands	Italy	Spain	Japan	Latin America
1	Mailchimp	1%	3.9%	2.7%	1.7%	1.6%	0.2%	1%
2	Klaviyo	0.6%	4.7%	2.7%	1.8%	2%	0.4%	0.9%
3	OptinMonster	0.3%	0.3%	0.4%	0.2%	0.1%	<0.1%	<0.1%
4	Brevo (Sendinblue)	0.2%	0.4%	0.5%	1.9%	1.2%	<0.1%	0.4%
5	Omnisend	0.1%	0.4%	0.1%	0.2%	0.1%	0.2%	0.2%
6	MailerLite	0.1%	0.2%	0.2%	<0.1%	0.3%	<0.1%	<0.1%
7	ActiveCampaign	<0.1%	<0.1%	0.3%	0.2%	0.3%	0%	0.2%
8	Kit (ConvertKit)	<0.1%	<0.1%	<0.1%	0%	0%	0%	0%
9	Sumo	<0.1%	<0.1%	0%	<0.1%	0%	0%	0%
10	Privy	<0.1%	<0.1%	0%	0%	0%	<0.1%	<0.1%
11	GetResponse	<0.1%	<0.1%	0%	<0.1%	0%	0%	0%

#	Technology	Global	United Kingdom	Netherlands	Italy	Spain	Japan	Latin America
1	VWO	1.6%	1.4%	2.1%	0.4%	1%	0.3%	1%
2	Optimizely	0.7%	0.5%	0.3%	0.2%	0.3%	0.1%	<0.1%
3	AB Tasty	0.3%	0.6%	0.1%	0.2%	0.5%	0.1%	0.1%
4	Convert	0.3%	0.7%	1.2%	0.2%	0.1%	<0.1%	0.2%
5	Google Optimize (retired)	0.3%	0.2%	0.3%	0.1%	0.3%	0.3%	0.3%
6	Adobe Target	0.3%	<0.1%	<0.1%	0.1%	0.1%	<0.1%	<0.1%
7	Kameleoon	0.3%	0.1%	0.3%	0.2%	0.2%	<0.1%	<0.1%
8	GrowthBook	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%	0%	<0.1%
9	LaunchDarkly	<0.1%	<0.1%	<0.1%	0%	<0.1%	0%	<0.1%
10	Statsig	<0.1%	0%	0%	0%	0%	0%	0%

Our crawler: 68,167 sites · Global · updated Nov 13, 2026 · Methodology

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