How many companies use Google Tag Manager?

TechLeads currently detects Google Tag Manager on 10,873,947 websites. HTTP Archive's monthly crawl, a separate dataset, detected it on 13,597,628 pages in September 2026.

Who are Google Tag Manager's biggest competitors?

By number of websites, the largest Tag Management technologies besides Google Tag Manager are Adobe Experience Platform Launch (81,157), Matomo Tag Manager (39,263), Tealium (33,075), Adobe Dynamic Tag Management (14,075), Etracker (13,744).

Which companies use Google Tag Manager?

Websites using Google Tag Manager include wordpress.org, techcrunch.com, hbr.org, time.com, mailchimp.com, moz.com. The full list of 10,873,947 websites can be exported as a CSV for $29.

Google Tag Manager market share and customers

As of October 12, 2026, Google Tag Manager is used by 10,873,947 websites in the TechLeads index: 98.2% of all Tag Management detections, the 1st most-used of 13 Tag Management technologies.

10,873,947

websites using Google Tag Manager

98.2%

share of Tag Management

of 13 in Tag Management

Cite this data

Quoting these numbers? Credit TechLeads with a link to this page.

Citation

TechLeads. "Google Tag Manager Customers and Market Share." Data as of October 12, 2026. https://techleads.fyi/technology/google-tag-manager/market-share

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<a href="https://techleads.fyi/technology/google-tag-manager/market-share">Google Tag Manager market share (TechLeads data)</a>

Google Tag Manager vs competitors in Tag Management

Websites using each technology in the TechLeads index, and its share of all Tag Management detections.

#	Technology	Websites	Share
1	Google Tag Manager	10,873,947	98.2%
2	Adobe Experience Platform Launch	81,157	0.73%
3	Matomo Tag Manager	39,263	0.35%
4	Tealium	33,075	0.30%
5	Adobe Dynamic Tag Management	14,075	0.13%
6	Etracker	13,744	0.12%
7	mParticle

Google Tag Manager usage over time

In HTTP Archive's monthly crawl of public websites, Google Tag Manager was detected on 13,597,628 pages in September 2026, down 6.0% from a year earlier (peak: 21,758,589). Among the 1,000 most-visited sites, it appeared on 1,222. HTTP Archive is a separate dataset from the TechLeads index, so its numbers are not added to ours.

Same month, other Tag Managers technologies in HTTP Archive: Adobe Experience Platform Launch 179,335, Matomo Tag Manager 101,874, Ensighten 16,586, Commanders Act TagCommander 12,755, TagCommander 4,833.

Google Tag Manager customers by country

Based on country-code domains (such as .de or .co.uk); websites on .com and other generic domains are not assigned a country.

US43,318
GB10,855
DE4,682
FR4,342
AU3,696
JP3,071
BR2,818
IT2,769
CA2,097
NL1,908

See all 10,873,947 websites using Google Tag Manager or download the full list as a CSV for $29.

How these numbers are calculated

TechLeads scans public websites and detects Google Tag Manager from signals in the page HTML, scripts, cookies, HTTP headers and DNS records. Market share is Google Tag Manager's website count divided by the website counts of all Tag Management technologies we track; a site using two Tag Management tools counts for both. Counts were last refreshed on October 12, 2026 and update daily.

FAQ

Google Tag Manager accounts for 98.2% of Tag Management detections in the TechLeads index (10,873,947 websites), which makes it the 1st most-used of 13 Tag Management technologies we track.