Get started
Get started
Dark theme

Fokals reportMarketing and data toolsOctober 2026

Marketing and Data Tools Report

The analytics, advertising and consent tools companies put on their websites in October, and the ones they took off: six changes in the marketing stack, measured and scored.

6 findings · 6 charts · 35 companies named2 of 6 findings open · Free with an accountPublished 24 October 2026

6.4%of websites run Microsoft Clarity, against 4.5% for Hotjar
+12.1%a month: the growth of PostHog on company websites
4.8websites added the Reddit pixel for each one that removed it
1.6websites removed Criteo for each one that added it

The tools that measure, target and ask for consent are where a marketing team's choices show first on its website. This edition reads six changes across the company websites in the Fokals index: the session recorder that passed its rival, the product analytics platform growing fastest, the ad channels gaining pixels, the retargeting tags coming off, the consent managers that lead country by country and the email platform spreading beyond shops.

Every figure is measured on the websites themselves, dated, and set against the weeks before; each finding names companies that made the change.

The momentum map: Clarity Passes Hotjar, 6.4% of companies, +4.8%; Product Analytics Breaks Out, 0.4% of companies, +12%; New Channels on the Media Plan, 1.1% of companies, +9.1%; Retargeting Recedes, 0.3% of companies, −4.5%; Consent Has a Home Country, 1.3% of companies, +2.8%; Email Beyond the Shop, 3.4% of companies, +3.7%0%+4%−4%+10%+25%0.1%0.2%0.5%1%2%5%10%25%50%100%Breaking outGoing mainstreamNicheEstablishedHow common: share →How fast: growth a month →Retargeting Recedes: Falling, 0.3% of companies, −4.5% a month, signal 4.5 (locked)4.5Retargeting RecedesConsent Has a Home Country: Rising, 1.3% of companies, +2.8% a month, signal 5.5 (locked)5.5Consent Has a Home CountryEmail Beyond the Shop: Rising, 3.4% of companies, +3.7% a month, signal 6.2 (locked)6.2Email Beyond the ShopClarity Passes Hotjar: Rising, 6.4% of companies, +4.8% a month, signal 6.46.4Clarity Passes HotjarNew Channels on the Media Plan: Rising, 1.1% of companies, +9.1% a month, signal 6.5 (locked)6.5New Channels on the Media PlanProduct Analytics Breaks Out: Rising, 0.4% of companies, +12% a month, signal 7.07.0Product Analytics Breaks OutThe momentum map: Clarity Passes Hotjar, 6.4% of companies, +4.8%; Product Analytics Breaks Out, 0.4% of companies, +12%; New Channels on the Media Plan, 1.1% of companies, +9.1%; Retargeting Recedes, 0.3% of companies, −4.5%; Consent Has a Home Country, 1.3% of companies, +2.8%; Email Beyond the Shop, 3.4% of companies, +3.7%0%+4%−4%+10%+25%0.1%0.5%1%2%5%10%50%100%Breaking outGoing mainstreamNicheEstablishedHow common: share →How fast: growth a month →Retargeting Recedes: Falling, 0.3% of companies, −4.5% a month, signal 4.5 (locked)4.5Retargeting RecedesConsent Has a Home Country: Rising, 1.3% of companies, +2.8% a month, signal 5.5 (locked)5.5Consent Has a Home CountryEmail Beyond the Shop: Rising, 3.4% of companies, +3.7% a month, signal 6.2 (locked)6.2Clarity Passes Hotjar: Rising, 6.4% of companies, +4.8% a month, signal 6.46.4New Channels on the Media Plan: Rising, 1.1% of companies, +9.1% a month, signal 6.5 (locked)6.5Product Analytics Breaks Out: Rising, 0.4% of companies, +12% a month, signal 7.07.0Product Analytics Breaks Out
This edition at a glance

6 findings, by how common and how fast

Each finding is placed by how many companies do it and how fast that is growing. The bigger the point, the stronger the signal. How to read a report

  1. Product Analytics Breaks OutRising · Breaking out · +12%7.0
  2. New Channels on the Media PlanRising · Breaking out · +9.1%6.5
  3. Clarity Passes HotjarRising · Breaking out · +4.8%6.4
  4. Email Beyond the ShopRising · Niche · +3.7%6.2
  5. Consent Has a Home CountryRising · Niche · +2.8%5.5
  6. Retargeting RecedesFalling · Niche · −4.5%4.5
RisingMarketing stack

Clarity Passes Hotjar

Microsoft Clarity runs on 6.4% of websites against Hotjar's 4.5%, and in October the gap widened: Clarity grew 4.8% a month while Hotjar slipped.

Signal score6.4/10Clear signal
TrendRisingMore companies are doing it
How common6.4%of companies do it
How fast+4.8%a month · Breaking out
Strongest in
  • Fashion
  • Beauty
  • Consumer electronics
6.4%of websites run Microsoft Clarity, against 4.5% for Hotjar

Microsoft Clarity and Hotjar both record how visitors use a website: where they click, how far they scroll, where they give up. Clarity, which Microsoft offers free, runs on 6.4% of the websites read in the 30 days to 18 October; Hotjar runs on 4.5%.

The gap is widening. In the three weeks to 18 October, 3.0 websites added Clarity for each one that removed it, net growth of 4.8% a month, while Hotjar lost slightly more websites than it gained, with 0.9 additions for each removal.

The two are rarely swapped: one in thirty of the websites that removed Hotjar added Clarity in the same weeks. Clarity leads in shops, on 14.2% of fashion websites; Hotjar is strongest on finance and telecom websites, at 6.7%.

Websites running each session recorder, by industryShare of websites
  • Microsoft Clarity
  • Hotjar
FashionBeautyConsumerelectronicsHome and gardenSoftware and SaaSFinance andinsuranceTelecom andutilitiesFood and drink5%10%15%

Share of the websites in each industry read in the 30 days to 18 October 2026.

Show the numbers
Microsoft ClarityHotjar
Fashion14.2%5%
Beauty11.6%5%
Consumer electronics11.2%5.8%
Home and garden10.9%5.8%
Software and SaaS7.7%6%
Finance and insurance6%6.7%
Telecom and utilities7.4%6.7%
Food and drink3.3%2.2%

Who’s doing it

  • TravisMathewtravismathew.com

    Added Microsoft Clarity to its website

  • Florasisflorasis.com

    Added Microsoft Clarity to its website

  • Mercedes-Benz of Caldwellmbofcaldwell.com

    Added Microsoft Clarity to its website

  • Thompson Toyotathompsontoyota.net

    Added Microsoft Clarity to its website

  • Leatherwood Custom Workwearleatherwood.ca

    Added Microsoft Clarity to its website

  • Viceroy Residences Austinviceroyresidencesaustin.com

    Added Microsoft Clarity to its website

What it means

For sellers

A website that has just added a session recorder is studying where its visitors give up: the moment for conversion testing, site search and checkout work.

For marketers

Recordings show what a report cannot: a campaign's landing page can be judged by where its visitors stop, not only by how many arrive.

RisingMarketing stack

Product Analytics Breaks Out

PostHog is growing 12.1% a month on company websites, the fastest of the analytics tools in this edition, with 6.3 additions for each removal.

Signal score7.0/10Clear signal
TrendRisingMore companies are doing it
How common0.4%of companies do it
How fast+12%a month · Breaking out
Strongest in
  • Software and SaaS
  • Finance and insurance
  • Gaming
+12.1%a month: the net growth of PostHog on company websites

PostHog is a product analytics platform: it records what users do inside a website or an app, and runs feature flags and experiments on top. It is on 0.4% of the websites read in the 30 days to 18 October and on 2.6% of software and SaaS websites.

In the three weeks to 18 October, 6.3 websites added it for each one that removed it, net growth of 12.1% a month. Contentsquare grew 10.5% a month and Optimizely 9.1%; Google Analytics 4, on 39.6% of websites, grew 0.8%.

The companies adding it build products as well as websites: software makers, apps and online services among them.

Websites that added each tool for each one that removed it, three weeks to 18 OctoberAdded for each removal
PostHog6.3
Contentsquare3.3
Microsoft Clarity3.0
Optimizely2.5
Google Analytics 41.8
Hotjar0.9

Above 1, more websites added it than removed it.

Show the numbers
Analytics and testingAdded for each removal
PostHog6.3
Contentsquare3.3
Microsoft Clarity3.0
Optimizely2.5
Google Analytics 41.8
Hotjar0.9

Who’s doing it

  1. Humantichumantic.ai

    Added PostHog to its website

    BizScoutbizscout.com

    Added PostHog to its website

  2. Equine Networkequinenetwork.com

    Added PostHog to its website

    Thematicgetthematic.com

    Added PostHog to its website

    AgelessRxagelessrx.com

    Added PostHog to its website

    SportsPlussportsplus.app

    Added PostHog to its website

What it means

For sellers

A company adding product analytics is instrumenting its product for growth: the moment for experimentation, onboarding and data warehouse tools.

For founders

Teams that pick PostHog run analytics, flags and experiments in one place: a tool that plugs into it reaches them inside the workflow they already chose.

The full report is locked

Unlock 4 more findings, free

2 of 6 findings read

Create your free Fokals account to read every finding, chart and company in this report, and every report we publish. It takes a minute, and there’s nothing to pay.

Unlock the full report

Already have an account? Sign in

How we measured

Technologies are those found on each company website. Shares are of the websites read in the 30 days to 18 October 2026, by the industry of the company and the country of its headquarters.

Growth compares the websites that added a technology with those that removed it over the three weeks to 18 October, against those already running it, and is stated a month. Every change is dated when it is first seen, and nothing already on a website when it is first seen is counted as new.

Each finding's signal score, out of 10, states the strength of its evidence. The full methodology is shared on request.

Every finding is read the same way: its trend, its signal score, and where it stands by how common it is and how fast it is growing. How to read a report · Methodology overview

Cite this report

Quote and chart any figure in this report. Credit Fokals and link to this page, or to the finding itself.

Fokals, Marketing and Data Tools Report, October 2026. https://www.fokals.com/reports/martech-2026-10
More reports

Keep reading

Fokals ReportsMonthlyFokals MonthlyOctober 2026Fokals MonthlyOctober 2026Free to readFokals ReportsSignals indexSignals IndexOctober 2026Signals IndexOctober 2026Free with an accountFokals ReportsHiringHiring ReportOctober 2026Hiring ReportOctober 2026Free with an accountFokals ReportsSales teamsSales Teams ReportOctober 2026Sales Teams ReportOctober 2026Free with an account

Get the companies behind every chart

Connect your assistant

Connect Fokals to Claude or ChatGPT and ask for the companies in any finding. You pay only for the companies you get.