How many company websites load Google Tag Manager?

38% of company home pages Qravitas read load Google Tag Manager, a floor because some tags wait for cookie consent.

What stands out

• United Kingdom loads it most, at 54% of 203 companies; Germany least, at 26% of 274.
• Technology and software loads it most, at 46% of 507 companies; Pharma and healthcare least, at 36% of 731.

Who is counted

Company home pages Qravitas loaded and read successfully, where the website is confirmed as the company's own. Each company counts once, from its most recent reading in the readings from the last 180 days.

How it was measured

Each home page was loaded in a real browser as a first-time visitor, and its network requests and markup were checked for the tool's known signatures.

Why it matters

Google Tag Manager is a container that lets a team add and change tracking tags without a code release. It usually means marketing can move quickly, and also that tags can pile up long after anyone remembers why they were added.

By market

Market	Share	Companies
United Kingdom	54%	203
Other markets	45%	530
United States	43%	2,951
Japan	40%	206
India	27%	1,657
Germany	26%	274

By sector

Sector	Share	Companies
Technology and software	46%	507
Real estate	42%	59
Transport and logistics	41%	148
Media, telecom and entertainment	41%	234
Banking and financial services	41%	585
Consumer goods and retail	39%	409
Industrials and manufacturing	39%	696
Automotive and mobility	39%	156
Hospitality and travel	38%	48
Energy, power and utilities	37%	248
Pharma and healthcare	36%	731

Groups with fewer than 40 companies are left out rather than shown on a thin sample.

What this does not show

• Qravitas reads the page as a first-time visitor. A tag that waits for cookie consent may not fire, so this share is a floor, not a ceiling.
• Only the home page is checked; a tool loaded only on inner pages is not counted.
• A tag on the page shows the tool is installed, not how well it is used, or whether anyone still reads its output.
• No company is named here. Figures are recomputed as companies are re-read, so they move a little from month to month; the date above is the date this figure was true.

Cite this

Qravitas (2026). Google Tag Manager on company websites. Qravitas Data, updated 2 Nov 2026. https://qravitas.com/insights/how-many-company-websites-use-google-tag-manager.html

Free to quote and reuse with attribution and a link (CC BY 4.0). The figures are also available as JSON, and the company-level readings as open evidence. Questions about the method: hello@qravitas.com.