Tag managers market share on brand websites

Containers that load other tags.

#	Technology	UK brands	United Kingdom	Global
1	Google Tag Manager	61%	43%	38%
2	Adobe Experience Platform Tags	8%	2.6%	2.4%
3	Tealium iQ	3.3%	0.6%	0.7%
4	Ensighten	0.3%	<0.1%	0.1%
5	Yahoo! JAPAN Tag Manager	0%	0%	<0.1%

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	Top 1M
1	Google Tag Manager	24%	40%	58%	61%
2	Adobe Experience Platform Tags	18%	17%	15%	13%
3	Tealium iQ	2.6%	6.6%	6.2%	5.2%
	Sites measured	38	136	503	689

Our crawler: 1,359 sites · UK brands · updated 23 Oct 2026 · Methodology