For several years now, we’ve annually analyzed the tags of Fortune 500 websites to determine what analytics tags are popular among the top brands in the world. This year, we went a step further, counting other marketing tags as well as tag management systems.
We’ve even taken it to the next level in terms of data visualization, using a live tableau data viz! Checkout the viz below and you can toggle between:
Analytics Tracking tools
Tag Management
Other Marketing Tracking Tags
Filter by revenue and also Fortune 500 ranking
Interesting Insights and Trends
We’re reporting on the presence of a specific tag on a site. If a site has multiple tags (overlap), they would be counted in multiple tag vendor categories.
Once again, Google Analytics dominates tracking among the Fortune 500, staying relatively consistent with owning 69% of the market share, up 3-4% from last year
Adobe Analytics share of the market increased slightly as well, up 2% from last year
WebTrends dropped a little bit, while IBM Coremetrics stayed about the same
Google Tag Manager dominates as the most used tag management system at around 45%, Adobe Tag Manager behind them in 2nd place around 20%
In terms of overall tags, GA still is the overwhelming leader, but DoubleClick is actually a close second, followed by Adobe Analytics, GTM and Google Dynamic Remarketing
Adwords interestingly is the 9th most used, beaten by Facebook Connect and Facebook Custom Audience
Mike Anderson
Data Visualization & Reporting Architect
Mike has a passion for all things data and data visualization, utilizing his BA in Arts and Technology from the University of Texas at Dallas. With certifications in Tableau and Data Studio, he strives to deliver powerful data visualizations that drive impactful business decisions. When not designing dashboards, he enjoys geeking out and enjoying all things technology has to offer.