The Web Tracker Landscape
Which tracking technologies dominate the web in 2026
Key Findings
- 1Tracker matched: google-analytics.com is the most widely deployed tracker, found on 3,989 domains (9% of all scanned sites).
- 2The top 5 trackers collectively appear on the majority of websites we scanned, suggesting significant market concentration.
- 3Google dominates the tracker landscape with 8 distinct tracking technologies in the top 25.
- 426% of websites use browser fingerprinting in addition to traditional cookie-based tracking.
Report Statistics
Domains Analyzed
46,359
Unique Trackers
25
Avg Trackers Per Site
1.4
Fingerprinting Rate
26.0%
Most Prevalent Trackers
Most Prevalent Trackers
Vendor Ecosystem
The tracking ecosystem is dominated by a small number of technology companies. Here is how tracker ownership breaks down:
Other
9,010 domainsMeta
2,994 domainsMicrosoft
876 domainsAmazon
647 domainsMethodology
This report is based on automated privacy scans of domains using Gecko Advisor's scanning infrastructure. Each domain is evaluated for third-party trackers, cookies, fingerprinting scripts, security headers, and TLS configuration.
Scores are deterministic and evidence-based: every deduction maps to a specific, verifiable finding. Only domains with at least 2 completed scans are included to ensure data reliability. Results reflect the most recent scan available at the time of publication.
How to Cite This Report
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