Companies Using Plausible

As of our current crawl, TechnologyChecker.io detects 117,813 active domains running Plausible, with 74,835 enriched company profiles. Plausible sits in the privacy-first analytics segment that's grown as GDPR enforcement tightens. It's bootstrapped, open-source, and going up against a free incumbent. And it's winning enough to matter.

Growth trajectory

Plausible launched its paid SaaS in May 2019 and crossed $1M ARR in 2022, as the team documented in a detailed retrospective and confirmed on the about page. That's an unusual milestone for a bootstrapped SaaS competing against Google Analytics. Our active count sits at 117,813 domains, and that figure does not fully reflect Plausible's self-hosted Community Edition, which runs on user infrastructure and often isn't detectable through client-side crawls.

Sales signal: Plausible's paid-product positioning ($9/month starting price, per the subscription plans doc) means every detected domain belongs to a buyer who chose to pay for analytics rather than use Google's free alternative. That's a strong buying-intent signal. These are privacy-motivated purchasers.

"Growing from zero to $1M ARR in three years while competing against a free product tells you the privacy demand is real, not theoretical. Plausible users are paying for a principle, not just a feature set."

Customer profile

71.87% of enriched domains belong to companies with 1-10 employees, and adding the 11-50 range takes it past 90%. The age distribution points the same way: 32.1% were founded in the 2020s — the highest 2020s share in this batch — and 37.01% in the 2010s, so around seven in ten are under fifteen years old. These are startups, indie makers, agencies and small SaaS businesses. The enterprise tail is thin but real, and includes WPP, Canadian Imperial Bank of Commerce, Scania, KONE, Panasonic, Fortinet and DLA Piper.

Sales signal: The 72% micro-business concentration means Plausible detection points to small, technically savvy teams — typically 1-10 people, founded since 2010, valuing simplicity and privacy. They're budget-conscious but willing to pay for tools that align with their values. Low-cost or freemium products that emphasize privacy will resonate.

Industry and geographic concentration

Software Development leads at 5.41%, followed by IT Services and IT Consulting (4.88%), Technology, Information and Internet (4.2%), Retail (3.74%) and Real Estate (3.68%). Tech-adjacent verticals take the top three places, which is the signature of a deliberately-chosen tool — Plausible is picked by people who think about where their data goes, and that population skews technical.

Geographically the United States leads with 14,450 domains, but second place is the finding: the Netherlands at 10,321, ahead of Germany (8,181) and the United Kingdom (5,822), with France (4,653) and Belgium (3,012) behind. In nearly every other profile on this site the UK is the clear number two; here it is fourth. The Dutch concentration is the highest we measure for any analytics tool. Plausible is incorporated in the EU and hosts all visitor data on Hetzner servers in Germany, per its made-in-EU post. That resonates with organizations under strict data protection rules.

Sales signal: The Benelux concentration is the actionable geographic finding — the Netherlands and Belgium together hold more Plausible domains than the United Kingdom and France combined. If you sell there, Plausible detection is an unusually precise targeting signal. The 65%+ European concentration also means Plausible users are pre-qualified for GDPR-related products.

Migration patterns

This is the one place in web analytics where we can publish a switching figure, and it does not point the way Plausible would like.

1,476 domains moved from Plausible to Umami, against 85 moving the other way — and 834 of those 1,476 happened within the last 30 days. What makes this publishable when nothing else in the category is: only 29.4% of domains that ever ran both still run both, so the overlap genuinely resolved. Everywhere else here the figure sits far higher — 78.9% for Plausible and Google Analytics — which means those pairs coexist rather than compete, and any "switchers" count would be measuring sites that added a second tracker.

Plausible is still the larger product, 117,813 domains to Umami's 79,426. But between these two specifically, the traffic is running one way.

Sales signal: The 1,476 domains that moved are the most qualified privacy audience in this dataset — they did not just choose a privacy-first tool, they changed one for another, which means they are actively evaluating this category rather than sitting on a decision made years ago.

Technology ecosystem

Plausible's stack profile is genuinely different from the rest of this category. Only 26.05% of Plausible domains also run Google Analytics — meaning roughly three in four use Plausible as their sole analytics tool. For comparison, 55.71% of Adobe Analytics domains keep Google Analytics alongside, and Ahrefs Analytics runs beside it on 85.69% of its domains. Plausible users largely replaced Google rather than supplementing it. Only Umami commits harder, at 81.98% sole use.

The front-end stack is the most modern in the category. Tailwind CSS leads at 33.82% against Bootstrap's 14.09%, with Radix UI (4.86%) and shadcn/ui (3.85%) behind it. WordPress underlies just 14.93% and jQuery reaches 32.92% — against 40.73% and 72.73% respectively on Google Analytics domains. Cloudflare fronts 27.3%.

Sales signal: The 74% sole-analytics rate is the key qualifier. These users removed Google from their stack rather than hedging, which makes them unusually receptive to other privacy-first tooling and unusually resistant to anything that phones home to a US ad platform.

G2 review signals

Plausible's G2 profile is sparse, just 5 review mentions total. Users highlight performance (2 mentions) and privacy focus (2 mentions) as strengths. The lone criticism: documentation gaps (1 mention). The low review volume reflects Plausible's user base, indie developers and small teams that hang out on GitHub Issues, Hacker News, and Reddit rather than enterprise review platforms. Plausible's homepage claims its script is 54x smaller than Google Analytics, weighing in under 1 KB. The documentation concern lines up with the self-hosted Community Edition, where configuration can require technical chops the docs don't always cover.

Sales signal: Don't expect G2 reviews to drive purchasing decisions for Plausible users. This audience finds tools through developer communities, open-source ecosystems, and technical blog posts. If you're marketing to Plausible users, invest in developer content, GitHub integrations, and community engagement rather than G2 campaigns.

Key takeaways

1. The largest deliberately-chosen analytics tool in the category. 117,813 active domains at 0.69% share, ranking #12. Everything ranked above it except Google Analytics itself is either automatic (Cloudflare Browser Insights) or Google's own (Site Kit).

2. It is losing its one real rivalry. Umami has taken 1,476 domains from Plausible against 85 returning, and the corridor is genuine — only 29.4% of domains that ever ran both still run both. Plausible remains 1.48x larger (117,813 to 79,426), but the direction of travel between them is not in its favour.

3. A Benelux stronghold. The Netherlands is second only to the United States at 10,321 domains — ahead of Germany and the UK, which happens on no other profile we publish.

4. The most modern stack in the category. Tailwind CSS 33.82% against Bootstrap 14.09%, WordPress only 14.93%, jQuery 32.92%. Compare Google Analytics at 40.73% WordPress and 72.73% jQuery.

5. Micro-business core, young companies. 71.87% have 1-10 employees and 32.1% were founded in the 2020s, the highest 2020s share in this batch.

Sales applications

1. Target the deliberate-choice signal. Plausible is paid and installed on purpose, so unlike almost everything else in this category its presence tells you something about the buyer: they thought about analytics, and they were willing to pay to avoid the free option.

2. Benelux first. The Netherlands and Belgium together hold more Plausible domains than the United Kingdom and France combined. That is an unusually precise geographic signal for a product with no regional marketing.

3. Expect a modern toolchain. Tailwind, Radix UI and shadcn/ui all appear at rates you will not find on Google Analytics domains. Products requiring a build step are viable here, which is rarely true elsewhere in web analytics.

Competitive angle: Plausible users have declined Google Analytics on principle. Any product that sends data to US servers or requires cookies will meet immediate resistance; lead with EU hosting, cookie-free design and open-source credentials. Note that Plausible's Community Edition is AGPL-licensed, per the announcement post, which limits how it can be embedded in closed products.

Explore the full dataset at TechnologyChecker.io and filter by company size, geography and tech stack across 117,813 Plausible domains with 74,835 enriched company profiles.