35.9% of Small Websites Have No Analytics Installed, Leaving Owners Blind to Their Visitors

    35.9% of small websites load no analytics tool and no tag manager, about 2.5 million sites whose owners cannot see how many people visit or what they do. Shopify stores are among the best measured, with 17.7% running no analytics.

    No analytics tool or tag manager by popularity rank
    Top 1,000
    26.7%
    1,000 to 10,000
    19.5%
    10,000 to 100,000
    24.5%
    100,000 to 1 million
    28.4%
    1 million to 10 million
    31%
    Outside the top 10 million
    35.9%

    Source: Suff Digital analysis of 7,041,424 small websites and 15,470,478 websites in total · the public HTTP Archive crawl of 15.5 million websites, September 2026

    No analytics tool or tag manager by group
    Business-to-business websites with marketing automation
    16.4%
    Shopify stores
    17.7%
    Online stores (all platforms)
    24.7%
    WordPress websites
    28.2%

    Source: Suff Digital analysis of 7,041,424 small websites and 15,470,478 websites in total · the public HTTP Archive crawl of 15.5 million websites, September 2026

    No analytics tool or tag manager by country domain
    Germany (.de)
    61.8%
    EU country domains
    40.4%
    United States (.us)
    31.8%
    United Kingdom
    30.3%
    Canada
    28.3%
    Australia (.au)
    20.8%

    Source: Suff Digital analysis of 7,041,424 small websites and 15,470,478 websites in total · the public HTTP Archive crawl of 15.5 million websites, September 2026

    Source: 35.9% of Small Websites Have No Analytics Installed, Leaving Owners Blind to Their Visitors - Suff Digital