⚡ Analytics in the United Kingdom

Web analytics tools are software solutions that collect, measure, and analyze data about website visitors and user interactions, providing information on traffic sources, user behavior, and overall website performance.

The United Kingdom of Great Britain and Northern Ireland (UK) is a Western European country with a population of over 67 million people.

According to our statistics, web analytics tools are used on 56.2% of websites from the United Kingdom.

Statistics based on 183K+ analyzed websites. About this data

⭐ Most Popular in 2026

The following chart shows the top web analytics tools in the United Kingdom in 2026, based on market share.

The most popular is Google Analytics, which dominates the market with an overwhelming 73% share.
It is followed by Cloudflare Web Analytics with 22.7% and Microsoft Clarity with 7.1%.

Google Analytics 73%
Cloudflare Web Analytics 22.7%
Microsoft Clarity 7.1%
Hotjar 6.7%
Jetpack Stats 6.4%
HubSpot Analytics 4.9%
MonsterInsights 4%
Matomo 2.7%
Adobe Analytics 1.6%
Statcounter 1.1%
VWO 1.1%
Plausible 1.1%
Ahrefs Web Analytics 0.8%
Triple Whale 0.8%
Snowplow 0.8%

🚀 Highlights

Here is a list of the top tools that are more popular in the United Kingdom than worldwide.
Differences between global and country rankings are shown in parentheses.

3. Microsoft Clarity ^(-1)
4. Hotjar ^(-3)
6. HubSpot Analytics ^(-2)
7. MonsterInsights ^(-2)
9. Adobe Analytics ^(-4)
10. Statcounter ^(-5)
11. VWO ^(-5)
12. Plausible ^(-2)
13. Ahrefs Web Analytics ^(-5)
14. Triple Whale ^(-12)

✨ Best Web Analytics Tools

Below is a more detailed list of the top 25 of the 163 web analytics tools used on sites from the United Kingdom, ranked by their market share.

Rank	Name	Market share
1	Google Analytics Mountain View, California, United States A web analytics solution provided by Google that helps website owners and businesses understand how visitors interact with their websites. Free$50,000+/year	73%
2	Cloudflare Web Analytics San Francisco, California, United States A free, lightweight, privacy-first analytics and performance metrics service. Free$25+/month	22.7%
3	Microsoft Clarity Redmond, Washington, United States A free user behavior analytics tool from Microsoft that helps site owners understand how visitors interact with their websites. Free	7.1%
4	Hotjar St. Julian's, Malta A web-based user behavior analytics and feedback platform that helps website owners observe how visitors interact with their sites and gather direct user feedback. Free$49+/month	6.7%
5	Jetpack Stats San Francisco, California, United States A WordPress analytics tool that provides traffic and engagement data directly within the WordPress dashboard. Free$8.33+/month	6.4%
6	HubSpot Analytics Cambridge, Massachusetts, United States A marketing analytics platform integrated with HubSpot CRM that measures website activity, campaign performance, and marketing channels. Free$10+/seat/month	4.9%
7	MonsterInsights West Palm Beach, Florida, United States A WordPress plugin that integrates Google Analytics into WordPress and displays key website performance metrics directly in the WordPress dashboard. Free$99.50+/year	4%
8	Matomo Wellington, New Zealand An open-source web analytics platform built in PHP that lets users track and analyze visitor behavior, campaigns, goals, and conversions with full control over analytics data. FreeOpen source€22+/month	2.7%
9	Adobe Analytics San Jose, California, United States An enterprise digital analytics platform for collecting and analyzing data from websites, mobile applications, and other digital properties. $37,500+/year	1.6%
10	Statcounter Dublin, Ireland A real-time web analytics service that tracks and reports on website visitor activity and behavior. Free$9+/month	1.1%
11	VWO Delhi, India A comprehensive visual website analytics, optimization, and A/B testing platform for running experiments and improving digital user experiences across websites and apps. $2,064+/year	1.1%
12	Plausible Tartu, Estonia A lightweight, privacy-friendly web analytics service used to measure website traffic and conversions, available as a hosted subscription or a self-hosted open-source option. FreeOpen source$9+/month	1.1%
13	Ahrefs Web Analytics Singapore A privacy-friendly, cookie-free web analytics platform that allows website owners to monitor traffic and user activity in real time. Free$99+/month	0.8%
14	Triple Whale Columbus, Ohio, United States A cloud-based, AI-powered analytics, reporting, and attribution platform for e-commerce businesses that centralizes marketing, customer, and commerce data. Free$549+/month	0.8%
15	Snowplow London, United Kingdom A developer-first customer context infrastructure that collects, validates, enriches, and streams first-party behavioral event data into warehouses, lakes, or real-time systems for advanced analytics and AI-driven use cases. FreeOpen source$37,500/year	0.8%
16	Clicky Milwaukie, Oregon, United States A cloud-based, privacy-friendly, GDPR-compliant website analytics. Free$9.99+/month	0.6%
17	Fathom Victoria, British Columbia, Canada A privacy-first website analytics solution that provides real-time traffic metrics with compliance with GDPR, CCPA, ePrivacy, and PECR, while filtering out bots, scrapers, and spam traffic. FreeOpen source$15+/month	0.6%
18	Crazy Egg La Mirada, California, United States An analytics platform that allows users to track visitor behavior and optimize conversions using heatmaps, session recordings, click tracking, scrollmaps, and A/B testing. $29+/month	0.6%
19	Contentsquare Paris, France A digital experience analytics platform designed to increase engagement and conversions. $75,000+/year	0.6%
20	Lucky Orange Overland Park, Kansas, United States A website analytics tool that helps track and visualize user behavior with heatmaps, session recordings, and surveys. Free$39+/month	0.6%
21	Leadfeeder Karlsruhe, Germany A B2B website visitor identification platform that helps sales and marketing teams identify potential leads from anonymous traffic. Free$113+/month	0.5%
22	Umami San Francisco, California, United States An open-source, privacy-focused web analytics tool that acts as a lightweight alternative to Google Analytics, enabling website owners to track traffic and user interactions without collecting personal data. FreeOpen source$20+/month	0.5%
23	Lead Forensics London, United Kingdom A B2B website visitor identification and lead generation platform that reveals the companies behind anonymous website traffic and converts them into actionable sales leads. $6,000+/year	0.5%
24	Quantcast San Francisco, California, United States A digital platform specializing in real-time advertising, audience measurement and consent management. Free$$$	0.5%
25	Independent Analytics Philadelphia, Pennsylvania, United States A GDPR-friendly website analytics plugin made exclusively for WordPress. Free$49+/year	0.5%

👉 See Also

🌎 Analytics in other countries

🗃️ About This Data

We evaluate the popularity of technologies based on the number of websites where we detect their usage.
Technologies without a detectable web footprint, and those we do not track, are not reflected in the calculated market share.
This report is based on the analysis of 183,867 websites from the United Kingdom.
We currently track the presence of 188 web analytics tools across the web.
Of these, 163 were detected on websites from the United Kingdom.
Statistics were last calculated on September 19, 2026.
For more details, see our methodology and disclaimer.