Since this article is about interesting facts and statistics, let me start with one that blew my mind. According to Statista, the Analytics-as-a-Service (AaaS) industry will be worth 58.71 billion dollars by 2027. Google Analytics is one of the top tools that come to mind when terms like AaaS pop up. Keep reading to discover more facts about Google Analytics services, including the current usage of Google Analytics 4.
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Google Analytics remains a dominant force in website analytics, providing businesses with valuable insights into user behavior and website performance. As of 2025, Google Analytics is used by 55.49% of all websites globally. This translates to approximately 37.9 million websites using Google Analytics to track and analyze their website performance. Of these, about 14.2 million websites actively use the platform. Google Analytics is particularly popular among high-traffic websites, with 61.3% of the top 10,000 websites and 47.1% of the top 100,000 websites utilizing the platform.
Google Analytics also plays a major role in the Analytics as a Service (AaaS) market, which is expected to reach nearly $69 billion by 2028.Google Analytics has the highest market share in the web analytics leading technology market, with a percentage of 29.62%. As a company, Google dominates this market, with three of its products holding the top three positions in the global market, giving the company a combined total of nearly 70% market share. Google Global Site Tag and Universal Analytics hold the second and third highest percentages, with approximately 24% and 20%, respectively.
Since Google introduced Google Analytics 4, it has seen steady growth in its usage and customer adoption. As the platform continues to grow and improve its features, more and more businesses are adopting it. Currently, 14.8 million websites are using GA4, representing 43% of the market share. In the United States alone, approximately 3.2 million websites have adopted GA4. GA4 is also gaining traction among popular website platforms, with 1.2 million WordPress sites and 237,000 Shopify sites using GA4.
We mentioned earlier that almost 15 million websites are using Google Analytics. 22% of those websites are from the United States, making it the country with the highest number of GA4 users. As of 2025, there are 3.2 million websites in the US using GA4. The United Kingdom has the second largest percentage with 400,000 websites - a tiny percent when compared to the United States. The image below shows the top 10 countries with the highest number of GA4 users.
Google Analytics is widely used across various industries, with small businesses being the most prominent adopters. 71% of small businesses (with less than 50 employees) use Google Analytics to make informed decisions. Medium-sized businesses and large enterprises also utilize Google Analytics, with adoption rates of 23% and 6% respectively.
In terms of specific industries, the retail industry leads the way with 544,962 users as of January 2024. Other industries, including technology, healthcare, and education, are also significant adopters of Google Analytics.
The majority of GA4 users are male (61.56%). The most popular age group among GA4 users is 25-34. This suggests that GA4 is particularly popular among young professionals and marketers.
The Narrative BI platform has a Google Analytics reporting tool. To effectively use Narrative BI, you must first connect your data sources. Our free account lets you connect one Google Analytics instance. Over time, we have seen more users connect GA4 instances amongst other data sources. Over the last three months, there has been a 41% increase in the number of connected GA4 data sources in 2025.
Google Analytics is a free and accessible platform for businesses of all sizes to analyze their data and understand their audience. It is packed with multiple metrics and filters; sometimes, you don’t even know where to look. Connecting your Google Analytics account to Narrative BI lets you receive alerts on the most critical metrics for your business goal. You can view the difference in performance over a period of time in just one glance. Get started today.
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No more manual work, spreadsheets, and data silos. Narrative BI generates natural language insights in an easy-to-read format so you can focus on growth.
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Google Analytics is ultra-powerful when it comes to managing our clients’ MarTech stacks, but it’s easy to get lost in the overwhelming amount of data there. Narrative has given us a way to get “just the good stuff”, and the most important metrics we need for making daily decisions on behalf of my agency’s clients from Analytics to Ad Spends. The condensed insights we get from Narrative are incredibly helpful, and now indispensable in our daily mix of tools.
Narrative firstly is a great tool for beginners in marketing analytics - it allows all of our team - even non-technical / analytical get involved! As Mark Ritson said, 'The average is the enemy of the marketer' and Narrative helps us fight that battle every day. Instead of wading through averages, we can spot and evaluate the outliers, the true insights.
