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.
9.1% of sites use Matomo Tag Manager tag managers, and 99% of those sites have a good INP, against 99% of all sites.
9.1% of sites use Matomo Tag Manager tag managers, and 88% of those sites have a good LCP, against 86% of all sites.
Core Web Vitals pass rate
Sites with Matomo Tag Manager tag managers have a good INP most often: 99%, against 99% of all sites. Sites with TagCommander tag managers have it least often, at 93%.
Sites with Matomo Tag Manager tag managers have a good LCP most often: 88%, against 86% of all sites. Sites with Adobe Launch tag managers have it least often, at 80%.
Tag managers usage
Google Tag Manager is the most used: 91.5% of sites. Matomo Tag Manager is 9.1% of sites.
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 (99% good INP) and 9.1% use Matomo Tag Manager (99% good INP), whereas sites running heavier enterprise containers such as Tealium iQ (1.7%, 99% good INP), Adobe Launch (0.5%, 95%), and Segment (1.4%, 97%) 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 (99% good INP), 9.1% use Matomo Tag Manager (99% good INP), and 1.4% use Segment (97% good INP).
How tag managers plays out per platform
What the field data shows when you isolate a single CMS or framework.
WordPress 36,059 sites WordPress sites with a tag manager use GTM on 93.9% (100% good INP) and Matomo on 7.3%.
Across 36,059 tag-manager-using WordPress sites, 93.9% load Google Tag Manager (100% good INP) and 7.3% load Matomo Tag Manager (100% good INP), compared with 100% across the cohort.
Shopify 5,290 stores Google Tag Manager is used on 99.5% of tag-manager-using Shopify stores (99% good INP).
Across 5,290 Shopify storefronts with a tag manager, 99.5% use Google Tag Manager (99% good INP vs 99% overall) and 1.0% use Tealium iQ (100% good INP).
Wix 1,589 sites Wix sites with a tag manager use Google Tag Manager on 99.6% of sites (100% good INP).
Across the 1,589 Wix sites with a detected tag manager, 99.6% use Google Tag Manager (100% field INP pass rate).
By Arjen Karel · 210,902 crawled sites (69,745 with desktop Chrome field data, 99,833 sites with tag managers, October 2026). How we measured.