Advertising Tools

1. Facebook Pixel leads, on 47% of the sites using an advertising tool, with Google Ads close behind on 37%.
2. Only 9 of the 1,287 advertising tools we track run on more than 1% of these sites.
3. Among sites launched in September, Taboola rose to #11 from #14 in August.
4. Yandex Advertising Network is a regional leader, used almost entirely by sites in Russia.

#	Movement	Tool	Country	Share	Bar	Sites	90 days
1	–	Facebook Pixel Meta Pixel: Facebook/Instagram conversion pixel for tracking and retargeting from Meta Ads campaigns.		47%		203,430
2	–	Google Ads Google search and display ad conversion tracking pixel.		37%		160,466
3	–	Google AdSense Contextual display ad network used by publishers to monetise site traffic.		18%		76,554
4	–	TikTok Pixel Conversion and audience tracking pixel for TikTok ad campaigns.		11%		45,875
5	–	Pinterest Visual discovery network whose conversion pixel and embed widgets appear on e-commerce sites running Pinterest ads.		8.1%		34,798
6	–	Bing Ads Microsoft Advertising Universal Event Tracking (UET) pixel for tracking conversions from Bing search ads.		3.1%		13,376
7	–	LinkedIn Conversion tracking and retargeting tag for LinkedIn Ads campaigns.		2.9%		12,309
8	–	X (Twitter) Ads Ad pixel and conversion tracking for X (formerly Twitter) Ads campaigns.		1.7%		7,171
9	–	Snapchat Pixel Ad pixel and conversion API from Snap for tracking conversions from Snapchat ad campaigns.		1.3%		5,462
10	–	Amazon Publisher Services AWS header bidding and ad serving wrapper for online publishers.		0.7%		3,149
11	▼1	Everflow Partner marketing and affiliate tracking platform for performance teams.		0.6%		2,780
12	▼1	Reddit Ads Ad pixel and conversion tracking for Reddit Ads campaigns.		0.6%		2,664
13	▼1	Y Yandex Advertising Network Ad network operated by Yandex, the Russian search engine.		0.6%		2,614
14	▲3	Taboola Native content recommendation and discovery ad network.		0.6%		2,481
15	▲2	Adobe Audience Manager Enterprise data management platform from Adobe for audience segmentation and ad targeting.		0.3%		1,202

Share is of the 430,321 sites using an advertising tool; a site can use more than one. A flag means nearly all of a tool's sites are in that country. Arrows compare each tool's rank among sites launched in September with August. The line is its share of new sites over 90 days. Showing the top 15 of 1,287.

Watches, exports and the API give you every advertising tool and the sites using each, from £15 a month.

Other kinds of tool most often found on the same sites, leaving out the plumbing every site has (DNS, CDN, hosting).

• Analytics 19,922
• CSS Framework 12,203
• Framework 10,982
• Font 9,236
• Meta Framework 8,905
• Javascript Library 7,869