The State of Web Vitals

Tag management systems (GTM, Matomo, Tealium, Adobe Launch) and Interaction to Next Paint

Google Tag Manager (91.5%), Matomo Tag Manager (9.1%), Tealium iQ (1.7%), Segment (1.4%), and Adobe Launch (0.5%) across 99,833 sites.

Field data PhoneDesktopAll Scope All sites October 2026 edition · Phone field outcomes
INP Interaction LCP Loading

9.1% of sites use Matomo Tag Manager tag managers, and 95% of those sites have a good INP, against 92% of all sites.

The State of Web Vitals · October 2026 · 210,902 crawled sites · 126,761 with phone field data · 99,833 sites with tag managersBy Arjen Karel · corewebvitals.io/state-of-cwv
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Core Web Vitals pass rate

Sites with Matomo Tag Manager tag managers have a good INP most often: 95%, against 92% of all sites. Sites with TagCommander tag managers have it least often, at 74%.

SitesGood, needs improvement, poor INPMedian
All sites126,76192%99ms
Matomo Tag Manager 9.1%6,20795%110ms
Google Tag Manager (GTM) 91.5%57,51791%106ms
Tealium iQ 1.7%1,44188%113ms
Piwik PRO Tag Manager 0.4%33987%121ms
Ensighten 0.1%4283%120ms
Adobe Experience Platform Launch 0.5%40277%135ms
Segment (analytics.js) 1.4%1,01075%106ms
Commanders Act (TagCommander) 0.2%16574%132ms
GoodNeeds improvementPoorSites: with Chrome field data
The State of Web Vitals · October 2026 · 210,902 crawled sites · 126,761 with phone field data · 99,833 sites with tag managersBy Arjen Karel · corewebvitals.io/state-of-cwv
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Tag managers usage

Google Tag Manager is the most used: 91.5% of sites. Matomo Tag Manager is 9.1% of sites.

Sites using each option (sites can use more than one) 99,833 sites
Google Tag Manager (GTM) 91.5%
Google Tag Manager (GTM) 91.5% Matomo Tag Manager 9.1% Tealium iQ 1.7% Segment (analytics.js) 1.4% Adobe Experience Platform Launch 0.5% Piwik PRO Tag Manager 0.4% Commanders Act (TagCommander) 0.2% Ensighten 0.1%
The State of Web Vitals · October 2026 · 210,902 crawled sites · 126,761 with phone field data · 99,833 sites with tag managersBy Arjen Karel · corewebvitals.io/state-of-cwv
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Understanding tag managers

How container triggers execute third-party listeners on click and keypress

A tag manager's own loader is small, but click and form-submit triggers run synchronously inside user interaction frames. Among the 99,833 sites with a tag manager, 91.5% use Google Tag Manager (91% good INP) and 9.1% use Matomo Tag Manager (95% good INP), whereas sites running heavier enterprise containers such as Tealium iQ (1.7%, 88% good INP), Adobe Launch (0.5%, 77%), and Segment (1.4%, 75%) record lower good INP pass rates.

Audit container tags regularly to prune inactive pixels, replace synchronous All Elements click triggers with targeted selectors, and move marketing tags to server-side containers where possible. Across sites with a tag manager, 91.5% use Google Tag Manager (91% good INP), 9.1% use Matomo Tag Manager (95% good INP), and 1.4% use Segment (75% good INP).

Go fix it The case for limiting analytics and tracking scripts → The dataLayer INP yield pattern → Defer scripts until needed →
The State of Web Vitals · October 2026 · 210,902 crawled sites · 126,761 with phone field data · 99,833 sites with tag managersBy Arjen Karel · corewebvitals.io/state-of-cwv
Platform & Framework Takeaways

How tag managers plays out per platform

What the field data shows when you isolate a single CMS or framework.

WordPress 36,059 sites
93.9% / 7.3% GTM / Matomo Tag Manager

WordPress sites with a tag manager use GTM on 93.9% (96% good INP) and Matomo on 7.3%.

Across 36,059 tag-manager-using WordPress sites, 93.9% load Google Tag Manager (96% good INP) and 7.3% load Matomo Tag Manager (96% good INP), compared with 97% across the cohort.

Read the WordPress tag manager breakdown →
Shopify 5,290 stores
99.5% use Google Tag Manager (91% good INP)

Google Tag Manager is used on 99.5% of tag-manager-using Shopify stores (91% good INP).

Across 5,290 Shopify storefronts with a tag manager, 99.5% use Google Tag Manager (91% good INP vs 93% overall) and 1.0% use Tealium iQ (93% good INP).

React & Next.js 3,775 sites
91% vs 68% good INP (GTM vs Tealium iQ)

React sites with GTM (95.0%) pass INP at 91% vs 68% with Tealium iQ.

Across 3,775 React sites with a tag manager, 95.0% load Google Tag Manager (91% good INP), 4.6% load Matomo Tag Manager (95% good INP), and 0.7% load Tealium iQ (68% good INP).

Wix 1,589 sites
99.6% use GTM (97% good INP)

Wix sites with a tag manager use Google Tag Manager on 99.6% of sites (97% good INP).

Across the 1,589 Wix sites with a detected tag manager, 99.6% use Google Tag Manager (97% field INP pass rate).

Related signals Third-party categories → Optimization plugins → Consent platforms → CMS → By Arjen Karel · 210,902 crawled sites (126,761 with phone Chrome field data, 99,833 sites with tag managers, October 2026) · How we measured