Original research · Homepage scan · snapshot 2026-08-26

29.6% had no detectable analytics tag.

We looked for the tags of known analytics tools in each homepage's markup and scripts.

By , Routeless · updated

Cite this finding Download the data Read the methodology
  • 29.6% had no detectable analytics tag
  • 11,432 valid observations (3,386 counted)
  • 327 US cities in 43 states
What the number means

29.6% of 11,432 sites had no detectable analytics tag.

Without analytics, a business cannot tell how many visitors arrive, where they come from, or which pages lead to calls and inquiries. Server-side or unusual analytics setups can escape a homepage scan.

29.6% had no detectable analytics tag. Routeless Business Website Benchmark, n=11,432.
Routeless Website Benchmark • n=11,432 • 2026-08. Detection is limited to the live homepage and known technology fingerprints; absence means not detected, not proven absent.
By industry

How the published industry cohorts compare.

Industry cohorts publish only when the snapshot holds enough valid observations. They are observational comparisons within the sample, not rankings of every business in the industry.

CohortShare that had no detectable analytics tagValid observations
All sampled business websites 29.6% 11,432
Dental websites 17.0% 3,697
Law firm websites 32.4% 3,776
HVAC websites 30.0% 297
Plumbing websites 31.1% 1,128
Cite and reuse

Quote it with the denominator attached.

This finding, its data, and its chart are available under CC BY 4.0. Credit Routeless, link to this page, and keep the collection window and sample size with the figure.

Suggested citation

Routeless. “29.6% had no detectable analytics tag.” State of Small Business Websites 2026, Routeless Business Website Benchmark, revision 2, 2026-08-26. https://www.routeless.io/website-benchmarks/findings/analytics

Permalink

https://www.routeless.io/website-benchmarks/findings/analytics

Collection window

2026-08-24 to 2026-08-25, revision 2

Data

The CSV holds this finding's metrics at national, platform, industry, state, and regional scope.

Download CSV Full snapshot JSON

Embed the chart

<a href="https://www.routeless.io/website-benchmarks/findings/analytics"><img src="https://www.routeless.io/website-benchmarks/charts/analytics.svg" alt="29.6% had no detectable analytics tag (Routeless Website Benchmark)" width="1200" height="630"></a>

Request a data cut, interview, or correction review →

See it in practice

Recent client results.

Research by , founder of Routeless.