Every figure comes from research published in 2024 or later, with a link to the organization that produced it. We've checked the original sources so you can use the numbers in your own reports or presentations with confidence.

For an introduction to the subject, our guide explains web analytics and how it works. For a closer look at what these figures mean and how they affect website measurement, read our web analytics trends article.

How we chose these statistics

Last checked: November 5, 2026

We selected these web analytics statistics so you can quote them with confidence and trace each figure back to its original source. Every number comes from the organization that conducted the research, whether it measured website activity or surveyed people. We exclude figures that appear only in other articles or statistics roundups. All sources were published in 2024 or later. Each figure has been checked against the original source page on the date shown, with its publication year and a link included for reference. Where we use findings from our own research, we identify them clearly. We re-check this page and re-date it every six months. Any number that is no longer on its primary page is removed.

Google Analytics statistics: usage and market share

These Google Analytics usage statistics count websites using three different measurement methods, which explains why the figures differ.

How many websites use Google Analytics?

46.8% of all websites use Google Analytics, according to W3Techs, November 2026. That's nearly half of all websites, including those without a monitored analytics tool. Today, Google Analytics means google analytics 4, following the retirement of standard Universal Analytics data processing on July 1, 2023.

Google Analytics has an 81.6% market share among websites using a monitored traffic analysis tool. This measures websites using at least one tool W3Techs tracks, rather than all websites. Source: W3Techs, November 2026.

42.7% of websites use none of the traffic analysis tools monitored by W3Techs. These websites explain much of the difference between overall adoption and market share. Source: W3Techs, November 2026.

The HTTP Archive Web Almanac 2025, published in January 2026, found Google Analytics on 53% of websites and its first-party _ga cookie on 46% of web pages. The first figure counts websites and the second counts individual pages, so they can't be compared with each other. The Almanac's crawl uses a different measurement method from W3Techs.

BuiltWith, November 2026, detected Google Analytics on 621,170 of the top one million websites by traffic rank.

W3Techs also records the following technologies, with their share of all websites first and their share of websites using a monitored tool in parentheses:

Source: W3Techs, November 2026

For a closer comparison of these technologies, see our guide to website analytics tools.

How to read web analytics market share figures

Web analytics market share figures can look contradictory because research companies count different groups of websites. Understanding how each organization collects its data makes the numbers easier to interpret.

W3Techs measures website adoption in two ways. It reports the percentage of all websites using a particular tool, then calculates that tool's share among websites using any traffic analysis technology it monitors.

BuiltWith takes a different approach. It detects technologies installed on websites, including analytics tools, advertising pixels and conversion tags. Its figures in this article cover the top one million websites by traffic rank.

The HTTP Archive Web Almanac uses automated crawls to detect technologies across its sample of websites. Its results reflect a different sample and detection method, which explains why its Google Analytics adoption figure differs from W3Techs.

These figures count websites, not revenue or people. They tell us how widespread a technology is across websites, not how much revenue it generates or how many people use it. It’s essential to know this when quoting Google Analytics statistics to clients. Quote W3Techs' 46.8% figure when discussing how many websites use Google Analytics, and 81.6% when discussing its share of the monitored analytics tool market.

What market research firms say the market is worth

Market research estimates come from companies that make reports available for purchase. The figures published on their websites vary considerably. The following estimates cover 2025, with each figure taken from the research firm's original report page.

These estimates differ considerably, and none of the publishers makes its full research methodology publicly available. That leaves readers unable to establish precisely which types of revenue each firm includes or reconcile the differences between their figures.

Consent and data loss statistics

Website tracking and consent practices affect how organizations collect and measure online activity. There's no independent primary-source benchmark for the percentage of visitors who accept analytics cookies, so check your own consent rate in your consent tool.

75% of desktop pages and 74% of mobile pages load at least one tracker. The HTTP Archive's Web Almanac 2025, published in January 2026, found that tracking technology appears on approximately three-quarters of the pages it examined. The research counted third-party tracking domains used for purposes including advertising and site analytics.

Only 3.8% of websites use the IAB Transparency and Consent Framework (TCF) v2, and just 1.7% meet all its technical requirements. These findings concern framework adoption and technical implementation, rather than legal compliance. Source: HTTP Archive, Web Almanac 2025, January 2026.

An estimated 1.1 billion people used ad-blocking tools in Q4 2025, representing 30% of global internet users. According to eyeo's 2026 Ad-Blocking Report, adoption varied by country:

• United States: 33%

• Germany: 31%

• United Kingdom: 27%

These figures measure ad blocking, which can include filtering ads and trackers. They do not establish how much analytics data websites lose to blocking.

65% of businesses have adopted privacy-first tracking solutions, according to the Supermetrics 2025 Marketing Data Report, published in March 2025. The research drew on data from 6,000 businesses and a survey of 200 marketers. It indicates how widely businesses have adopted approaches that prioritize privacy in their tracking activities.

For more on consent and its effect on website measurement, see our guide to cookieless analytics.

AI traffic statistics

Statistics on traffic from AI chatbots cover several different activities, including Google's AI-generated search summaries, automated web crawling, and visits referred by AI assistants.

According to a Pew Research Center study published in July 2025, people clicked a standard Google search result on just 8% of visits when an AI summary appeared. That compares with 15% of visits without an AI summary, meaning users were roughly half as likely to click through to another website.

The study analyzed browsing data from 900 US adults in March 2025. It also found that just 1% of visits resulted in a click on a link within an AI summary, while AI summaries appeared in 18% of the Google searches examined.

AI is also changing how much website traffic comes from automated systems. Bots accounted for 51% of all web traffic in 2024, according to Imperva's 2025 Bad Bot Report. Malicious bots accounted for 37%, up from 32% in 2023. These are Imperva's measurements of automated traffic, rather than figures for visits recorded in individual analytics accounts.

Cloudflare research published in August 2025 revealed how much website content AI crawlers retrieve compared with the visitors they refer back. In July 2025, Cloudflare recorded the following number of pages crawled for each referred visitor:

AI crawlers therefore retrieve far more pages than they send visitors back to. Cloudflare also found that training accounted for 79% of AI crawling in July 2025.

Cloudflare's 2025 Radar Year in Review found that AI bots other than Googlebot accounted for 4.2% of HTML requests during the year. Googlebot alone accounted for 4.5%. These figures measure requests to web servers rather than visits recorded by analytics tools.

The same report found that AI crawling triggered by user actions increased more than 15 times during 2025.

The next two lines come from Leadfeeder's own ai traffic quality study.

"AI assistants send B2B websites three times the traffic they did 18 months ago, but that traffic is measurably less likely to match the site's ideal customer profile, about 3 points below organic search even after adjusting for where the visitors come from." Source: Leadfeeder, 2026.

"AI referrals rank with social on ICP fit, below both kinds of search." Source: Leadfeeder, 2026.

Google Analytics 4 can show how many visits arrive from AI assistants. Leadfeeder adds company-level information by matching a visit's IP address to the organization behind it. This identifies organizations rather than individual people. In Web Visitors, you can identify companies from website visits and see their referring sources. Filter by chatgpt.com, then count how many of the identified companies fit your ideal customer profile.

B2B buyer behaviour statistics

Web analytics can help marketers understand how companies research suppliers, as buyers increasingly use AI and consult multiple sources before making purchasing decisions.

45% of B2B buyers used AI during a recent purchase, according to a Gartner survey published in March 2026. Gartner surveyed 646 B2B buyers between August and September 2025, finding that almost half had used AI to support their purchasing activities. This shows how AI has become part of the research process for a substantial share of buyers.

69% of B2B buyers found inconsistencies between information on suppliers' websites and what their sales teams told them. The finding comes from a separate Gartner survey published in June 2025, involving 632 buyers surveyed between August and September 2024. It highlights how often buyers encounter conflicting information as they move between independent research and conversations with sellers.

A typical B2B buying decision involves 13 internal stakeholders and nine external influencers, according to Forrester's State of Business Buying 2026 report, published in January 2026. That's 22 people involved in the decision, including colleagues within the buying organization and external advisers. Forrester also found that the number increases for more complex or strategic purchases.

For more on measuring purchasing behavior across these extended buying groups, see our guide to B2B marketing analytics.

Measurement practice statistics

Marketing budgets, infrastructure, access to information, and reporting capacity all affect how organizations measure their marketing performance.

Marketing budgets averaged 7.8% of company revenue in 2026, up slightly from 7.7% in 2025. According to Gartner's May 2026 CMO Spend Survey, CMOs allocated an average of 15.3% of their marketing budgets to AI, yet only 30% reported mature or fully developed AI readiness. The research surveyed 401 CMOs and other marketing leaders between January and March 2026.

50% of marketing technology leaders said their organizations lacked the technical and data infrastructure needed to deploy AI agents. The finding comes from a separate Gartner survey published in October 2025, involving 413 martech leaders surveyed between June and August 2025.

Only 56% of marketers have complete access to sales data, according to Salesforce's State of Marketing 2026 report, published in February 2026. Access to service data was slightly higher at 58%, while 51% had complete access to commerce data. The survey of 4,450 marketers also found that 88% had started optimizing for AI-generated search answers.

Marketers handled 230% more data in 2025 than in 2020, according to the Supermetrics 2025 Marketing Data Report, published in March 2025. Yet 56% struggled to find enough time to analyze it. Another 32% reviewed marketing reports once a month or less, while 41% struggled to measure return on investment across channels.

For guidance on planning what to measure, see our guide to web analytics strategy.