---
title: "Website analytics platforms: Which brands are most popular in search?"
description: "Compare the platforms used to measure website traffic. Share of Search among Google Analytics, Fathom, Matomo, Plausible and Umami, the website analytics platforms Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/website-analytics-platforms"
publisher: "Brandwave"
---

# Website analytics platforms: Which brands are most popular in search?

Compare the platforms used to measure website traffic. Share of Search among Google Analytics, Fathom, Matomo, Plausible and Umami, the website analytics platforms Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Website analytics platforms
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Google Analytics, 95.1%

## Which brand is most popular in search among website analytics platforms worldwide?

- In August 2026, Google Analytics was the most searched among website analytics platforms worldwide, with an estimated 2.2M branded searches and 95.1% estimated Share of Search within this set.
- Fathom is in 2nd place, 92 percentage points behind at 3.1% Share of Search.
- Across the 11 months ending August 2026, Google Analytics’ estimated Share of Search among website analytics platforms worldwide increased from 93.5% to 95.1%.
- Across the 11 months ending August 2026, Fathom’s estimated Share of Search among website analytics platforms worldwide decreased from 3.8% to 3.1%.
- Across the 11 months ending August 2026, Matomo’s estimated Share of Search among website analytics platforms worldwide decreased from 2.1% to 1.2%.
- Across the 11 months ending August 2026, Google Analytics’ estimated Share of Search among website analytics platforms worldwide peaked at 95.6% in May 2026 and was lowest at 93.3% in January 2026.
- Across the 11 months ending August 2026, Fathom’s estimated Share of Search among website analytics platforms worldwide peaked at 3.9% in January 2026 and was lowest at 2.6% in December 2025.
- Across the 11 months ending August 2026, Matomo’s estimated Share of Search among website analytics platforms worldwide peaked at 2.1% in October 2025 and was lowest at 0.77% in May 2026.
- Across the 11 months ending August 2026, Plausible and Umami held steady: their estimated Share of Search among website analytics platforms worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Google Analytics vs Fathom: compare search popularity](/demand/global-en/compare/fathom-vs-google-analytics): 95.1% against 3.1% Share of Search.

## How did search popularity change for website analytics platforms worldwide in August 2026?

- In August 2026, Google Analytics gained estimated Share of Search among website analytics platforms worldwide, from 94.5% to 95.1%.
- Estimated monthly branded searches for Umami worldwide rose 50% over 11 measured months, from 5.4K to 8.1K in August 2026.
- Estimated monthly branded searches for Matomo worldwide fell 33.1% over 11 measured months, from 40.5K to 27.1K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Google Analytics | 95.1% | 2.2M | 0.0% | Google |
| 2 | Fathom | 3.1% | 72.3K | -12.8% | Fathom |
| 3 | Matomo | 1.2% | 27.1K | 0.0% | Matomo |
| 4 | Plausible | 0.34% | 8.1K | -18.2% | Plausible |
| 5 | Umami | 0.34% | 8.1K | -18.2% | Umami |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Google Analytics | 1.8M | 93.5% | 1 |
| Oct 2025 | Fathom | 73.9K | 3.8% | 2 |
| Oct 2025 | Matomo | 40.5K | 2.1% | 3 |
| Oct 2025 | Plausible | 8.1K | 0.41% | 4 |
| Oct 2025 | Umami | 5.4K | 0.28% | 5 |
| Nov 2025 | Google Analytics | 1.8M | 93.5% | 1 |
| Nov 2025 | Fathom | 74K | 3.8% | 2 |
| Nov 2025 | Matomo | 40.5K | 2.1% | 3 |
| Nov 2025 | Plausible | 8.1K | 0.41% | 4 |
| Nov 2025 | Umami | 5.4K | 0.28% | 5 |
| Dec 2025 | Google Analytics | 1.8M | 95% | 1 |
| Dec 2025 | Fathom | 50.1K | 2.6% | 2 |
| Dec 2025 | Matomo | 33.1K | 1.7% | 3 |
| Dec 2025 | Plausible | 6.6K | 0.34% | 4 |
| Dec 2025 | Umami | 6.6K | 0.34% | 5 |
| Jan 2026 | Google Analytics | 1.8M | 93.3% | 1 |
| Jan 2026 | Fathom | 76.1K | 3.9% | 2 |
| Jan 2026 | Matomo | 40.5K | 2.1% | 3 |
| Jan 2026 | Plausible | 8.1K | 0.41% | 4 |
| Jan 2026 | Umami | 6.6K | 0.34% | 5 |
| Feb 2026 | Google Analytics | 1.8M | 94% | 1 |
| Feb 2026 | Fathom | 74K | 3.8% | 2 |
| Feb 2026 | Matomo | 27.1K | 1.4% | 3 |
| Feb 2026 | Plausible | 8.1K | 0.42% | 4 |
| Feb 2026 | Umami | 6.6K | 0.34% | 5 |
| Mar 2026 | Google Analytics | 2.2M | 94.5% | 1 |
| Mar 2026 | Fathom | 84.2K | 3.6% | 2 |
| Mar 2026 | Matomo | 27.1K | 1.1% | 3 |
| Mar 2026 | Plausible | 9.9K | 0.42% | 4 |
| Mar 2026 | Umami | 8.1K | 0.34% | 5 |
| Apr 2026 | Google Analytics | 2.2M | 94.4% | 1 |
| Apr 2026 | Fathom | 88.4K | 3.7% | 2 |
| Apr 2026 | Matomo | 27.1K | 1.1% | 3 |
| Apr 2026 | Plausible | 9.9K | 0.42% | 4 |
| Apr 2026 | Umami | 8.1K | 0.34% | 5 |
| May 2026 | Google Analytics | 2.7M | 95.6% | 1 |
| May 2026 | Fathom | 84.8K | 3% | 2 |
| May 2026 | Matomo | 22.2K | 0.77% | 3 |
| May 2026 | Plausible | 12.1K | 0.42% | 4 |
| May 2026 | Umami | 8.1K | 0.28% | 5 |
| Jun 2026 | Google Analytics | 2.2M | 93.8% | 1 |
| Jun 2026 | Fathom | 87.8K | 3.7% | 2 |
| Jun 2026 | Matomo | 40.5K | 1.7% | 3 |
| Jun 2026 | Plausible | 12.1K | 0.51% | 4 |
| Jun 2026 | Umami | 8.1K | 0.34% | 5 |
| Jul 2026 | Google Analytics | 2.2M | 94.5% | 1 |
| Jul 2026 | Fathom | 82.9K | 3.5% | 2 |
| Jul 2026 | Matomo | 27.1K | 1.1% | 3 |
| Jul 2026 | Plausible | 9.9K | 0.42% | 4 |
| Jul 2026 | Umami | 9.9K | 0.42% | 5 |
| Aug 2026 | Google Analytics | 2.2M | 95.1% | 1 |
| Aug 2026 | Fathom | 72.3K | 3.1% | 2 |
| Aug 2026 | Matomo | 27.1K | 1.2% | 3 |
| Aug 2026 | Plausible | 8.1K | 0.34% | 4 |
| Aug 2026 | Umami | 8.1K | 0.34% | 5 |
| Sep 2026 | Fathom | — | — | — |
| Sep 2026 | Google Analytics | — | — | — |
| Sep 2026 | Matomo | — | — | — |
| Sep 2026 | Plausible | — | — | — |
| Sep 2026 | Umami | — | — | — |

## What is being compared

- **Fathom**: Measured on the search terms “Fathom AI”, “fathom ai app”, “fathom ai meeting notes”, “fathom ai note taker”, “fathom ai notetaker”, “fathom ai pricing”, “fathom app”, “fathom meeting notes”, “fathom meeting recorder”, “fathom note taker”, “fathom notetaker”, “fathom pricing”, “fathom recorder”, “fathom video” and “fathom zoom”, summed into one figure.
- **Google Analytics**: Measured on the search term “google analytics”.
- **Matomo**: Measured on the search term “matomo”.
- **Plausible**: Measured on the search term “plausible analytics”.
- **Umami**: Measured on the search term “umami analytics”.

- [Fathom](/demand/global-en/brands/fathom)
- [Google Analytics](/demand/global-en/brands/google-analytics)
- [Matomo](/demand/global-en/brands/matomo)
- [Plausible](/demand/global-en/brands/plausible)
- [Umami](/demand/global-en/brands/umami)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among website analytics platforms worldwide?

In August 2026, Google Analytics was the most searched among website analytics platforms worldwide, with an estimated 2.2M branded searches and 95.1% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Website analytics platforms: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/website-analytics-platforms

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/website-analytics-platforms. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.