The State of Web Vitals

Tag managers on Shopify stores and Interaction to Next Paint

Tag managers present on the page.

Field data PhoneDesktopAll Scope All sites October 2026 edition · Phone field outcomes · Shopify sites only
Shopify Scoped to 8,248 sites out of 203,892 analyzed (cms) Compare with all sites →
INP Interaction LCP Loading

99.5% of Shopify sites use Google Tag Manager tag managers, and 91% of those sites have a good INP, against 93% of all Shopify sites.

The State of Web Vitals · October 2026 · Shopify: 8,246 crawled sites · 5,825 with phone field data · 5,099 sites with tag managersBy Arjen Karel · corewebvitals.io/state-of-cwv
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Core Web Vitals pass rate

Sites with Google Tag Manager tag managers have a good INP most often: 91%, against 93% of all Shopify sites.

SitesGood, needs improvement, poor INPMedian
All Shopify sites5,82593%111ms
Tealium iQ 1.0%4392%110ms
Google Tag Manager (GTM) 99.5%3,72591%119ms
Matomo Tag Manager 0.6%2491%125ms
Segment (analytics.js) 0.2%978%172ms
GoodNeeds improvementPoorSites: with Chrome field data
The State of Web Vitals · October 2026 · Shopify: 8,246 crawled sites · 5,825 with phone field data · 5,099 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: 99.5% of Shopify sites.

Sites using each option (sites can use more than one) 5,099 sites
Google Tag Manager (GTM) 99.5%
Google Tag Manager (GTM) 99.5% Tealium iQ 1.0% Matomo Tag Manager 0.6% Segment (analytics.js) 0.2%
The State of Web Vitals · October 2026 · Shopify: 8,246 crawled sites · 5,825 with phone field data · 5,099 sites with tag managersBy Arjen Karel · corewebvitals.io/state-of-cwv
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Tag managers per framework

jQuery sets the tag managers to Google Tag Manager on 99% of its sites, and 92% of jQuery sites have a good INP, against 93% of all sites.

FrameworkTag managers on its sitesGood INP
Shopify sites with tag managers 5,099 sitesGoogle Tag Manager (GTM) 100%93%
jQuery 2,206 sitesGoogle Tag Manager (GTM) 99%92%
Vue 625 sitesGoogle Tag Manager (GTM) 99%91%
Google Tag Manager (GTM) Tealium iQ Matomo Tag Manager Segment (analytics.js)
The State of Web Vitals · October 2026 · Shopify: 8,246 crawled sites · 5,825 with phone field data · 5,099 sites with tag managersBy Arjen Karel · corewebvitals.io/state-of-cwv
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Understanding tag managers

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, 99.5% use Google Tag Manager (91% good INP), 0.6% use Matomo Tag Manager (91% good INP), and 0.2% use Segment (78% 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 · Shopify: 8,246 crawled sites · 5,825 with phone field data · 5,099 sites with tag managersBy Arjen Karel · corewebvitals.io/state-of-cwv
Related signals Third-party categories → Optimization plugins → Consent platforms → CMS → By Arjen Karel · 8,246 crawled Shopify sites (5,825 with phone Chrome field data, 5,099 sites with tag managers, October 2026) · How we measured