The State of Web Vitals

Tag managers on page

Tag managers present on the page.

Field data PhoneDesktopAll Scope All sites Q1 2026 edition · All devices field outcomes
Metric LCP INP CLS
1

At a glance the headline numbers for Tag managers on page

Tag managers present on the page.

8
Categories
In the distribution
87.3%
Fleet share
Top: google_tag_manager
45.7%
Sites with any
Of google_tag_manager

87.3% of sites load Google Tag Manager.

The State of Web Vitals · Q1 2026 · 94,910 sites · all devices field datacorewebvitals.io/state-of-cwv
2

The tag managers on page mix who uses what, and how fast each group loads

Median INP (sites using feature)
0
100ms
200ms
300ms
400ms
500ms
Google tag manager90ms87% of sites
Matomo tag manager95ms9% of sites
Tealium iq99ms2% of sites
Segment tag manager95ms1% of sites
Piwik pro tag manager95ms1% of sites
Adobe launch115ms1% of sites
Tagcommander105ms0% of sites
Ensighten113ms0% of sites
VariantShare of sitesMedian
Google tag manager
87%
90ms
Matomo tag manager
9%
95ms
Tealium iq
2%
99ms
Segment tag manager
1%
95ms
Piwik pro tag manager
1%
95ms
Adobe launch
1%
115ms
Tagcommander
0%
105ms
Ensighten
0%
113ms

Tag managers on page. On the fleet: 87.3% google tag manager, 8.6% matomo tag manager, 1.7% tealium iq. 45.7% of sites use at least one google_tag_manager.

The State of Web Vitals · Q1 2026 · 94,910 sites · all devices field datacorewebvitals.io/state-of-cwv
3

Why this matters for the Core Web Vitals, and where to start fixing it

A tag manager is remote code execution for the marketing team. It loads first, then injects whatever the container holds: more scripts, more pixels, more vendors. None of it passes through your build or your code review, and all of it runs on your visitor's main thread.

The manager itself is not the cost. The contents are, and containers only ever grow. Audit the container like a dependency list: every tag has an owner, a purpose and an expiry date, or it goes.

How does this affect the Core Web Vitals?

Tag managers on page correlates with the INP. With Matomo tag manager, 97% of sites pass the INP. With Segment tag manager, 81% do. The causal link is weak: the choice mostly marks what kind of site made it.

Go fix it The case for limiting analytics and tracking scripts → The dataLayer INP yield pattern → Defer scripts until needed →
Related signals Third-party categories → Optimization plugins → Consent platforms → CMS → Chrome field data from 94,910 sites, representing millions of real page loads · How we measured