Public-page stack data
Marketing Tools by Industry: What We Found Across 1,000 Public Websites
We inspected visible public-page signals across four 250-domain cohorts to see which marketing, CRM, analytics, ecommerce, SMS, and support tools appear by industry. The counts below are not market share. They are reviewed public-page detections from a defined sample.
Key Stats
Shopify in DTC/ecommerce
84%
197 of 235 normal-status ecommerce sites showed Shopify signals.
Klaviyo vs Mailchimp in DTC
61% vs 11%
Klaviyo appeared on 143 DTC sites; Mailchimp appeared on 25.
DTC support and SMS stack
20% / 17%
Gorgias appeared on 46 DTC sites and Attentive appeared on 41.
B2B automation leaders
21% / 19%
Marketo and HubSpot were the leading claim-eligible CRM/automation signals in B2B SaaS.
Nonprofit analytics density
95% / 87%
GTM and GA4 were nearly default across nonprofits, events, and education sites.
LinkedIn Insight outside ecommerce
39%
It appeared on 93 nonprofit/education sites, 66 B2B sites, and 57 services sites.
The verdict
Ecommerce sites showed the clearest commercial pattern: Shopify and Klaviyo were the strongest visible business-tool signals, with meaningful SMS and support-tool evidence from Attentive, Postscript, and Gorgias. B2B SaaS and professional-services sites leaned more toward HubSpot, Marketo, Pardot, and ad/analytics tags. Nonprofits, events, and education sites were especially dense with analytics and advertising pixels, while CRM/email signals were more scattered.
Most Visible Tools by Industry
These are the fastest-read takeaways from the reviewed sample. Each percentage is based on normal-status domains in that cohort, using claim-eligible detections only.
DTC/ecommerce
DTC/ecommerce sites had the clearest commerce stack pattern, led by Shopify, Klaviyo, Meta Pixel, and paid-media tags.
- Shopify
- 197 (84%)
- Google Tag Manager
- 194 (83%)
- Google Analytics 4
- 161 (69%)
- Meta Pixel
- 151 (64%)
- Klaviyo
- 143 (61%)
B2B SaaS/software
B2B SaaS sites were heavy on analytics and paid acquisition tags, with Marketo and HubSpot as the strongest CRM/automation signals.
- Google Tag Manager
- 184 (76%)
- Google Analytics 4
- 113 (47%)
- Google Ads
- 85 (35%)
- Microsoft Ads
- 76 (31%)
- LinkedIn Insight
- 66 (27%)
Professional services
Professional-services sites leaned toward Google Tag Manager, GA4, LinkedIn Insight, and lighter HubSpot or Marketo adoption.
- Google Tag Manager
- 181 (78%)
- Google Analytics 4
- 118 (51%)
- LinkedIn Insight
- 57 (25%)
- HubSpot
- 37 (16%)
- Google Ads
- 32 (14%)
Nonprofits/events/education
Nonprofit, event, and education sites were dense with GTM, GA4, Meta Pixel, LinkedIn Insight, and Google Ads signals.
- Google Tag Manager
- 225 (95%)
- Google Analytics 4
- 207 (87%)
- Meta Pixel
- 149 (63%)
- LinkedIn Insight
- 93 (39%)
- Google Ads
- 92 (39%)
Email, SMS, Ecommerce, and Support Signals
This is where ecommerce separates most clearly from the other cohorts. Shopify and Klaviyo were dominant visible signals in DTC storefronts, while SMS and support widgets appeared often enough to matter for retention and service workflows.
DTC strongest signal
Shopify
197 (84%)
DTC strongest signal
Klaviyo
143 (61%)
DTC strongest signal
Gorgias
46 (20%)
| Tool | DTC | B2B SaaS | Services | Nonprofit |
|---|---|---|---|---|
| Shopify | 197 (84%) | 0 (0%) | 0 (0%) | 0 (0%) |
| Klaviyo | 143 (61%) | 1 (0%) | 0 (0%) | 1 (0%) |
| Gorgias | 46 (20%) | 0 (0%) | 0 (0%) | 0 (0%) |
| Attentive | 41 (17%) | 0 (0%) | 0 (0%) | 1 (0%) |
| Mailchimp | 25 (11%) | 3 (1%) | 0 (0%) | 2 (1%) |
| Postscript | 21 (9%) | 0 (0%) | 0 (0%) | 0 (0%) |
| Zendesk | 12 (5%) | 3 (1%) | 0 (0%) | 5 (2%) |
| Intercom | 3 (1%) | 13 (5%) | 1 (0%) | 0 (0%) |
| Omnisend | 10 (4%) | 0 (0%) | 0 (0%) | 0 (0%) |
| ActiveCampaign | 0 (0%) | 0 (0%) | 0 (0%) | 2 (1%) |
| Brevo | 2 (1%) | 0 (0%) | 0 (0%) | 0 (0%) |
| Constant Contact | 0 (0%) | 0 (0%) | 0 (0%) | 1 (0%) |
Each cell shows claim-eligible detections, followed by share of the normal-status cohort.
CRM and Marketing Automation Signals
HubSpot, Marketo, and Pardot showed up most meaningfully outside ecommerce. Treat these as public marketing-page and form signals, not proof of each company's internal CRM system of record.
B2B SaaS strongest signal
HubSpot
47 (19%)
B2B SaaS strongest signal
Marketo
51 (21%)
B2B SaaS strongest signal
Segment
27 (11%)
| Tool | DTC | B2B SaaS | Services | Nonprofit |
|---|---|---|---|---|
| HubSpot | 1 (0%) | 47 (19%) | 37 (16%) | 23 (10%) |
| Marketo | 0 (0%) | 51 (21%) | 26 (11%) | 10 (4%) |
| Segment | 14 (6%) | 27 (11%) | 2 (1%) | 1 (0%) |
| Pardot | 1 (0%) | 3 (1%) | 17 (7%) | 3 (1%) |
| Salesforce Service Cloud | 3 (1%) | 1 (0%) | 0 (0%) | 4 (2%) |
| Salesforce CDP | 1 (0%) | 0 (0%) | 1 (0%) | 4 (2%) |
Each cell shows claim-eligible detections, followed by share of the normal-status cohort.
Ads and Analytics Signals
Analytics and ad pixels were the most broadly visible category. They are useful for comparing marketing-page sophistication, but they should not be interpreted as software-buying preference on their own.
Nonprofit strongest signal
Google Tag Manager
225 (95%)
Nonprofit strongest signal
Google Analytics 4
207 (87%)
DTC strongest signal
Meta Pixel
151 (64%)
| Tool | DTC | B2B SaaS | Services | Nonprofit |
|---|---|---|---|---|
| Google Tag Manager | 194 (83%) | 184 (76%) | 181 (78%) | 225 (95%) |
| Google Analytics 4 | 161 (69%) | 113 (47%) | 118 (51%) | 207 (87%) |
| Meta Pixel | 151 (64%) | 62 (26%) | 22 (9%) | 149 (63%) |
| Google Ads | 114 (49%) | 85 (35%) | 32 (14%) | 92 (39%) |
| Microsoft Ads | 90 (38%) | 76 (31%) | 25 (11%) | 79 (33%) |
| LinkedIn Insight | 8 (3%) | 66 (27%) | 57 (25%) | 93 (39%) |
| TikTok Pixel | 102 (43%) | 13 (5%) | 0 (0%) | 42 (18%) |
| Hotjar | 32 (14%) | 17 (7%) | 15 (6%) | 58 (24%) |
| Pinterest Tag | 85 (36%) | 0 (0%) | 1 (0%) | 16 (7%) |
Each cell shows claim-eligible detections, followed by share of the normal-status cohort.
What This Means for Buyers
Ecommerce buyers
Use Klaviyo, Attentive, Postscript, and Gorgias comparisons when retention, SMS, and support workflows matter. The DTC sample strongly supports ecommerce-specific evaluation rather than generic email-tool shopping.
Compare ecommerce email toolsSaaS and services teams
HubSpot, Marketo, and Pardot should be compared as marketing-page and lead-capture systems. The visible evidence is strongest for forms, tracking, and automation infrastructure.
Compare marketing automation toolsSmall-business email teams
Mailchimp, Constant Contact, Brevo, and ActiveCampaign appeared less consistently in this aggregate sample than ecommerce and CRM platforms. That makes fit, price, and workflow depth more important than popularity claims.
Compare email marketing softwareCRM shoppers
Visible public-page signals are useful context, but they do not prove which CRM a company uses internally. Use them to frame questions, then compare CRM fit directly.
Compare CRM email toolsMethodology and Caveats
We inspected 1,000 domains across four cohorts. The headline percentages use only normal-status pages as denominators, and each domain could include the homepage plus one relevant secondary page such as product, pricing, contact, donation, event, or newsletter when that link was available.
The detector looked for network requests, script sources, browser globals, matching page elements, and inline script text tied to tools SoftwareInspect writes about. The reviewed data excludes failed and non-normal status rows from denominators, excludes low-confidence detections from headline counts, and removes vendor-owned rows from customer-style claims.
These counts are best read as visible public-page signals from a sample. They do not prove paid account status, internal system-of-record adoption, private app usage, or market share.
External context
These references were not inputs to our counts. They help explain why tags, analytics scripts, ecommerce pixels, and marketing technology categories can be visible on public pages.
- Google Tag Manager componentsGoogle's overview of tags, triggers, variables, and the data layer.
- Google Analytics 4 setupGoogle's guide to adding GA4 data collection to a website or app.
- Shopify web pixel docsShopify's developer documentation for web pixel app extensions and APIs.
- Chiefmartec martech researchIndustry context on marketing technology categories and stack complexity.
FAQ
What marketing tools are most common by industry?
In this sample, DTC/ecommerce sites most clearly showed Shopify and Klaviyo. B2B SaaS and professional-services sites leaned toward GTM, GA4, LinkedIn Insight, HubSpot, and Marketo. Nonprofit, event, and education sites were especially dense with GTM, GA4, Meta Pixel, Google Ads, and LinkedIn Insight.
Are these marketing tool market-share numbers?
No. These are visible public-page signals from a reviewed 1,000-domain sample. They should not be read as market share, paid account status, internal CRM adoption, or private app usage.
Why do analytics and advertising tags appear more often than CRM tools?
Analytics and ad pixels are commonly loaded on public pages, so they are easier to observe. CRM and marketing automation systems may be hidden behind forms, server-side routing, login areas, or private workflows.
How should buyers use this data?
Use the findings as context for shortlists and evaluation questions. For example, ecommerce buyers should compare ecommerce-specific email, SMS, and support workflows, while SaaS and services teams should compare CRM, forms, automation, and attribution needs directly.