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 100,475 sites.

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

9.1% of sites use Matomo Tag Manager tag managers, and 97% of those sites have a good INP, against 95% of all sites.

The State of Web Vitals · October 2026 · 212,308 crawled sites · 197,524 with all devices field data · 100,475 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: 97%, against 95% of all sites. Sites with Segment tag managers have it least often, at 80%.

SitesGood, needs improvement, poor INPMedian
All sites197,52495%87ms
Matomo Tag Manager 9.1%8,90197%95ms
Piwik PRO Tag Manager 0.4%44496%95ms
Google Tag Manager (GTM) 91.5%89,22995%90ms
Tealium iQ 1.7%1,70693%99ms
Ensighten 0.1%5489%107ms
Commanders Act (TagCommander) 0.2%20187%100ms
Adobe Experience Platform Launch 0.5%48683%117ms
Segment (analytics.js) 1.4%1,32980%94ms
GoodNeeds improvementPoorSites: with Chrome field data
The State of Web Vitals · October 2026 · 212,308 crawled sites · 197,524 with all devices field data · 100,475 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) 100,475 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 · 212,308 crawled sites · 197,524 with all devices field data · 100,475 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 100,475 sites with a tag manager, 91.5% use Google Tag Manager (95% good INP) and 9.1% use Matomo Tag Manager (97% good INP), whereas sites running heavier enterprise containers such as Tealium iQ (1.7%, 93% good INP), Adobe Launch (0.5%, 83%), and Segment (1.4%, 80%) 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 (95% good INP), 9.1% use Matomo Tag Manager (97% good INP), and 1.4% use Segment (80% 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 · 212,308 crawled sites · 197,524 with all devices field data · 100,475 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 36,297 sites
93.9% / 7.3% GTM / Matomo Tag Manager

WordPress sites with a tag manager use GTM on 93.9% (98% good INP) and Matomo on 7.3%.

Across 36,297 tag-manager-using WordPress sites, 93.9% load Google Tag Manager (98% good INP) and 7.3% load Matomo Tag Manager (98% good INP), compared with 98% across the cohort.

Read the WordPress tag manager breakdown →
Shopify 5,321 stores
99.5% use Google Tag Manager (95% good INP)

Google Tag Manager is used on 99.5% of tag-manager-using Shopify stores (95% good INP).

Across 5,321 Shopify storefronts with a tag manager, 99.5% use Google Tag Manager (95% good INP vs 96% overall) and 1.0% use Tealium iQ (96% good INP).

Wix 1,602 sites
99.6% use GTM (98% good INP)

Wix sites with a tag manager use Google Tag Manager on 99.6% of sites (98% good INP).

Across the 1,602 Wix sites with a detected tag manager, 99.6% use Google Tag Manager (98% field INP pass rate).

Related signals Third-party categories → Optimization plugins → Consent platforms → CMS → By Arjen Karel · 212,308 crawled sites (197,524 with all devices Chrome field data, 100,475 sites with tag managers, October 2026) · How we measured