Companies Using Fathom Analytics

With over a decade of experience in web crawling and technographic analysis, I've examined Fathom Analytics from the perspective of our enriched company dataset. This analysis draws on 7,947 LinkedIn-matched companies out of 16,233 active domains (a 48.96% match rate), cross-referenced with market share data from our monthly crawl of 50M+ domains and 40K+ technologies as of our March 2026 crawl. Important context: Fathom was fully acquired by co-founder Jack Ellis in December 2024 after Paul Jarvis retired, making it a sole-owner bootstrapped operation. The company is a Canadian corporation with no outside investors.

Growth trajectory

Fathom Analytics tells a compelling bootstrapped growth story. From just 10 active domains in October 2018 to 14,147 by April 2025, the platform averaged roughly 175 new active domains per month across its entire lifetime. Growth accelerated significantly in 2022, when active domains jumped from 2,001 (January) to 4,152 (December), a 107% year-over-year increase. This spike aligned with two external forces: the messy transition from Google Analytics Universal to GA4, and increased GDPR enforcement across the EU. In a Ramen FM podcast interview, Jack Ellis confirmed Fathom had reached 450,000+ sites with "billions of monthly page views" and clients like GitHub and IBM.

The recent decline from 14,147 (April 2025) to 11,168 (July 2025) warrants attention. That's a 21% drop in three months, despite a complete analytics engine rebuild in March 2026 adding secondary dimensions, departure pings for accurate time-on-page, and pre-aggregated historical data. The decline likely reflects churn to free alternatives like Cloudflare Web Analytics and Plausible's self-hosted option.

"A 21% active-domain decline in three months is unusual for a product still actively marketing. The migration data points to free alternatives as the primary pull factor, not dissatisfaction with the product itself." - Mehmet Suleyman, CEO at TechnologyChecker.io

Sales Signal: The growth curve peaked and is contracting. Teams selling complementary tools (email marketing, CMS) should target current Fathom users before they churn. The window to reach this audience at scale is narrowing.

Customer profile

Fathom's customer base is strikingly uniform. 76.8% of companies have 1-10 employees, and 90.9% have fewer than 50. Pair that with the age data, where 40.71% were founded in the 2010s and 25.01% in the 2020s, and a clear picture forms: Fathom's core user is a digital-native micro-business, typically a solo SaaS founder, freelancer, or small agency launched in the last decade.

Enterprise detections exist but tell a different story. IBM's detection on ibm.com, Ford on merchandise.ford.com, and FedEx on ar.smallbusinessgrant.fedex.com are all subdomain or microsite deployments. IBM, GitHub, and Tailwind CSS all appear on Fathom's homepage as trusted logos, with published testimonials from Huberman Lab ("Analytics for Huberman Lab are solely powered by Fathom," per Ian Mackey), Buffer CEO Joel Gascoigne, Vue.js creator Evan You, and Alpine.js creator Caleb Porzio. But don't mistake enterprise microsites for company-wide rollouts. These enterprises are experimenting with Fathom on specific properties, not replacing their core analytics stack.

Sales Signal: Fathom's ideal customer is a tech-savvy founder or small team that values simplicity over depth. Tools targeting this persona (email platforms like MailerLite, hosting like Railway) will find natural overlap. Enterprise outreach should focus on compliance-sensitive departments rather than central IT.

Industry and geographic concentration

Three technology-related industries, Software Development (7.36%), Tech/Internet (5.96%), and IT Services (4.06%), together account for 17.38% of the customer base. That's roughly 1 in 6 Fathom users working in tech. Advertising Services (3.2%) and Business Consulting (3.11%) add another 6.31%, likely representing agencies managing client sites.

Geographically, the US (37.2%) and UK (14.6%) together represent over half the enriched companies. But Fathom's European footprint is notable: Germany (6.6%), Netherlands (4.0%), Belgium (2.2%), Norway (1.6%), and Switzerland (1.3%) collectively make up 15.7%. These are countries with strict privacy regulations where Fathom's GDPR compliance is a direct selling point. Fathom's EU Isolation, launched after the Schrems II ruling in late 2021, routes all EU visitor data to servers in Germany via an EU-owned CDN (Bunny.net), ensuring EU IP addresses never reach US infrastructure. This goes beyond what most competitors offer.

Sales Signal: European markets, particularly the DACH region and Nordics, represent a growth opportunity. Compliance-driven buyers in these regions will respond to GDPR and ePrivacy messaging. The Photography vertical (2.18%) is an unusual pocket worth targeting with creative-industry-specific positioning.

Migration patterns

Fathom's migration data reveals a concerning pattern. Across six tracked competitors, Fathom shows a net positive ratio only against Hotjar (877 gained vs. 651 lost, a 1.3:1 ratio). Every other competitor is pulling users away from Fathom.

The most significant outflow is to Cloudflare Web Analytics: 987 companies left Fathom for Cloudflare, while only 428 came the other way, a 2.3:1 loss ratio. Microsoft Clarity shows a similar pattern at 1.5:1 loss ratio. Even Plausible Analytics, a direct competitor with a smaller footprint, is winning the migration battle at 1.8:1.

"When your primary competitors offer free tiers and Fathom's entry price is $15/month, every lost customer makes it harder to justify the premium. The Hotjar gains suggest users move to Fathom for simplicity, but leave when they realize free alternatives offer similar privacy guarantees." - Mehmet Suleyman, CEO at TechnologyChecker.io

Sales Signal: Companies migrating away from Fathom are prime targets for alternative paid tools that offer more depth. Conversely, the 428 companies leaving Cloudflare for Fathom suggest a segment that tried free, found it lacking, and went paid. These upgrade-path customers value support and polish over price.

Technology ecosystem

The tech stack data provides a window into Fathom's customer DNA. HubSpot (6.77%) leads marketing automation overlap, which is expected for marketing-adjacent websites. More telling is the Alpine.js overlap at 4.52%. Alpine.js is a lightweight JavaScript framework popular among Laravel developers and the indie hacker community, exactly the demographic Fathom targets. MailerLite at 4.0% reinforces the small-business thesis, since MailerLite's own ICP mirrors Fathom's: budget-conscious, simplicity-first businesses.

On the CMS side, Squarespace (2.73%) tops the list, beating WordPress.com (1.13%). For a web analytics tool, low WordPress overlap is notable. It may indicate that Fathom users tend toward hosted platforms rather than self-managed WordPress installs. Worth noting: Fathom itself uses AWS Lambda for processing and Hetzner for EU Isolation servers, per Jack Ellis's interview on The Bootstrapped Founder podcast. The script loads in about 30 milliseconds from a global CDN, per Fathom's data journey documentation.

Sales Signal: The Alpine.js and Svelte overlaps (4.52% and 1.04%) point to a modern developer audience. Developer tools, hosting platforms (Railway is in the company list), and indie-focused SaaS products will find natural overlap with this user base. MailerLite and ActiveCampaign integration partners could create bundled offers.

G2 review signals

Fathom has only 17 G2 reviews, which limits the depth of sentiment analysis. The reviews align with what the data shows: users praise ease of use and simple setup (2 mentions each), and the most common criticism is limited customization (1 mention). Pricing gets flagged as a consideration, but reviewers acknowledge the transparency.

Cross-referencing with migration data, the customization criticism maps directly to the Plausible and Umami losses. Both competitors offer more granular filtering and reporting options. Users who need deeper analytics are moving; those who value simplicity stay.

Sales Signal: The low review count itself is a signal. Fathom's customer base doesn't engage heavily on review platforms, consistent with the indie founder profile. Outreach should target them where they actually are: Twitter/X, indie hacker forums, and developer newsletters.

Key takeaways

1. Fathom's core market is micro-businesses with 1-10 employees, predominantly in tech and creative industries, founded in the last 15 years.

2. Growth peaked in April 2025 and is contracting at approximately 7% per month, driven by competition from free alternatives.

3. Migration data shows net losses to every tracked competitor except Hotjar. Cloudflare Web Analytics is the biggest threat.

4. The customer base is heavily English-speaking (56%+) with a strong secondary European presence driven by privacy regulations.

5. Enterprise detections (IBM, FedEx, Ford) are microsite deployments, not company-wide analytics platforms.

6. The Alpine.js and MailerLite tech stack overlaps confirm Fathom's positioning in the indie maker and bootstrapped SaaS ecosystem.

Sales applications

Outreach template: "Hi [Name], I noticed [Company] is using Fathom Analytics on [domain]. We track 16,233 Fathom users across 50M+ domains at TechnologyChecker.io, and 76.8% are companies with under 10 employees. Given your focus on [industry], you might find value in [product] for [specific benefit]. Would a quick look make sense?"

Targeting strategy: On TechnologyChecker.io, filter for Fathom Analytics users, 1-10 employees, founded 2015-2024, in Software Development or IT Services. This segment represents the highest-intent buyer profile for developer tools, email platforms, and hosting services.

Competitive angle: Target the 987 companies that migrated from Fathom to Cloudflare Web Analytics. These companies recently churned from a paid product, meaning they're cost-sensitive but analytics-aware. They may be open to paid tools that fill the gaps Cloudflare can't, like event tracking, email reports, or API access.

For a full breakdown of 16,233 companies and 7,947 enriched profiles, visit TechnologyChecker.io.