Companies Using Plausible

As of our May 2026 crawl, TechnologyChecker.io tracks 28,834 active domains running Plausible (32,774 including historically detected), with 15,325 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 28,834 domains. BuiltWith reports a much higher historical total, but that includes inactive sites and doesn't always 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

79.04% of customers have 1-10 employees, the highest micro-business concentration among analytics tools we track. Combined with the 11-50 range, 90% are small businesses. The age distribution confirms this: 36.74% were founded in the 2020s and 36.87% in the 2010s, meaning 73.6% are companies under 15 years old. These are startups, indie makers, agencies, and small SaaS businesses. The enterprise tail is thin but real: 24 companies with 10,001+ employees appear in our data, though pricing at $9/month for 10K pageviews confirms the SMB focus.

Sales signal: The 79% micro-business concentration means Plausible detection points to small, technically savvy teams. These are companies with 1-10 employees, founded 2010-2020, that value 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 7.03%, followed by Technology/Internet (5.09%), IT Services (4.12%), and Retail (4.02%). The tech sector accounts for 16.24% combined, but the long tail is broad, construction, real estate, medical practices, and non-profits each contribute 1-3%. Design Services at 1.71% is notable: designers and creative agencies are a core Plausible audience.

Geographically, the Netherlands leads at 21.3% (3,270 companies), the highest Dutch concentration of any analytics tool in our database. The US follows at 18.2%, then the UK (7.9%), France (7.1%), and Belgium (5.1%). European countries collectively account for over 65% of the base. 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 Netherlands at 21.3% is striking. It's Plausible's largest market, ahead of the US. If you sell to Dutch or Benelux organizations, Plausible detection is an unusually strong geographic targeting signal. The 65%+ European concentration also means Plausible users are pre-qualified for GDPR-related products.

Migration patterns

The migration data shows Plausible as a net gainer. 8,194 companies switched from Google Universal Analytics to Plausible, with only 1,142 moving the other direction. A 7.2:1 gain ratio. Against Google Analytics broadly, the pattern is also positive: 6,648 gained vs. 3,713 lost, a 1.8:1 ratio. Even against GA4, Plausible gained 2,638 and lost 2,686, essentially flat, which is remarkable for a paid product competing against a free one.

The total switchedFrom count across all sources exceeds 25,000, while switchedTo totals around 13,500. The overall gain-to-loss ratio is approximately 1.9:1, one of the strongest net-positive migration profiles in the privacy analytics category.

Sales signal: The 7.2:1 gain ratio against Google UA means these companies actively chose to leave Google. They evaluated options, pulled out their credit cards, and paid for Plausible. Target them with complementary privacy products. They've already crossed the decision threshold of paying for privacy.

"A 7.2:1 migration gain ratio against Google Universal Analytics tells you these aren't accidental switchers. They deliberately chose to pay $9/month for something Google offers for free. That's the strongest privacy intent signal in our database."

Technology ecosystem

Plausible's tech stack profile is different from typical analytics tools. Google Tag Manager appears on just 46.16% of Plausible sites, far below the 80-90% typical for analytics tools. Google Analytics at 43.23% shows that under half run GA alongside Plausible, meaning over 56% use Plausible as their sole analytics solution. That's a much higher replacement rate than competitors like Ahrefs Analytics (88.54% GA overlap) or Matomo (62.97%).

On the infrastructure side, Nginx at 54.2%, Let's Encrypt at 83.01%, and Cloudflare at 28.71% point to a mix of self-hosted and cloud-deployed sites. React at 23.99% indicates a technically modern user base. jQuery at 55.4% shows traditional CMS sites remain part of the mix, likely WordPress installations using Plausible's official WP plugin.

Sales signal: The 56%+ sole-analytics-solution rate is the key differentiator. Unlike other GA alternatives where users keep Google running alongside, Plausible users commit. They've actively removed Google from their stack. That makes them ideal targets for other privacy-first tools. They're not hedging. They've made the switch.

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 privacy-first analytics leader. 28,834 active domains, roughly 2.3x larger than Umami (12,413 domains), the closest open-source competitor.

2. Highest sole-analytics rate we track. 56%+ of Plausible sites don't run Google Analytics at all. These users have fully committed to the privacy-first stack.

3. Netherlands leads, not the US. 21.3% Dutch concentration is the highest for any analytics tool. 65%+ European overall.

4. Net-positive migration from Google. 7.2:1 gain ratio against Google UA, 1.8:1 against Google Analytics broadly, paying product beating a free one.

5. Micro-business core. 79% of customers have 1-10 employees. The enterprise tail is minimal but growing.

Sales applications

Outreach template: "We noticed [Company] runs Plausible as its primary analytics tool, no Google Analytics in sight. That tells us privacy is a core value for your team. Are you looking to extend that privacy-first approach to [specific area: consent management, email, CRM]?"

Targeting strategy: Filter for Plausible WITHOUT Google Analytics overlap (56%+ of the base), 1-50 employees, Netherlands/UK/Germany/France, Software Development or Technology/Internet industry. That gives you companies that have fully committed to a privacy-first stack, the highest-intent privacy buyers available.

Competitive angle: Plausible users have rejected Google Analytics on principle. Any product that sends data to US-based servers or requires cookies will hit immediate resistance. Lead with EU hosting, cookie-free design, and open-source credentials. If your product integrates with Plausible's API, even better. That's a clear differentiator over competitors tied to the Google ecosystem. Note that Plausible's Community Edition is AGPL-licensed, per the announcement post, which limits how it can be embedded into closed products.

Explore the full list of 28,834 companies using Plausible on TechnologyChecker.io, complete with firmographic enrichment, tech stack data, and migration patterns refreshed monthly.