Web tools on small-business sites, November 2026

Google Analytics was detected on 28.5% of the 3,985,849 US business websites we read. Booking and chat tools are far rarer in the page code: Calendly on 0.76% and Tawk.to on 0.26%. All of these are lower bounds, because a tool we can't see may still be in use. This is a partial release: it covers 370 of the crawl's 400 shards. Detection reads static HTML only, so all figures are lower bounds. It makes no claims about customer-management (CRM) software, which mostly leaves no trace on a public page. A new version will follow when the crawl finishes. Limits: Sites are US businesses with a website in a public places listing, so shares are of reachable sites, not of all small businesses. About 36% of sites tried returned no page and are in no denominator; they, and the unfinished parts of the crawl, may differ from the rest. We searched the page code of each home page and its contact or about-type pages for 93 tools, without running scripts; tools loaded by a tag manager or script, or used only behind the scenes, don't show, and not finding a tool doesn't mean a business doesn't use it. Some patterns are loose, so a plain link or mention can count as use; there is no overall error rate. One web designer's setup can repeat across many local sites, so a detected tool isn't always the owner's choice. A site on more than 3 listings counts as a chain; state and industry tables leave chains out. Industries are self-described in public listings and are noisy. The Massachusetts row comes from a separate, earlier pilot and should not be compared directly with other states.