Martech technology directory

Google Analytics 4 (GA4) is Google’s event-based web and app analytics platform, and the successor to Universal Analytics.

GA4 Server-Side sends analytics events through a server-side Google Tag Manager container instead of directly from the browser.

Comscore is an audience-measurement and media-analytics provider.

Matomo (formerly Piwik) is an open-source, privacy-first web analytics platform.

Snowplow is a behavioural data platform that captures rich, well-structured event data and pipes it into your own data warehouse.

Mixpanel is a product analytics platform focused on user behaviour, funnels, and retention rather than marketing traffic.

Amplitude is a digital analytics platform for understanding user behaviour, building funnels, and running product experiments.

Google Ads Conversion Tracking measures the actions people take after clicking a Google ad — purchases, sign-ups, calls — and reports them back to Google Ads so the platform can optimise bidding toward conversions..

Google Ads Remarketing builds audiences of past visitors so you can show them tailored ads across Google’s network.

The LinkedIn Insight Tag enables conversion tracking, website retargeting, and professional-demographic insights for LinkedIn advertising campaigns.

Microsoft Advertising (formerly Bing Ads) uses the Universal Event Tracking (UET) tag to measure conversions and build remarketing audiences from Microsoft’s search and audience network, including Bing and the wider Microsoft ecosystem..

Floodlight is Google Marketing Platform’s conversion-tracking system, used with Campaign Manager 360 and Display & Video 360.

The Pinterest Tag tracks conversions and builds audiences for Pinterest advertising.

AdRoll is a growth-marketing platform offering retargeting and prospecting display ads across web, social, and email.

The Quora Pixel tracks conversions and builds audiences for Quora advertising, a channel favoured for reaching high-intent, research-oriented audiences..

The Meta Pixel (formerly the Facebook Pixel) tracks visitor actions to measure and optimise Facebook and Instagram ad campaigns, build custom audiences, and power retargeting across Meta’s platforms..

The TikTok Pixel measures conversions from TikTok advertising and builds audiences for retargeting and lookalike targeting.

The Snap Pixel measures conversions from Snapchat advertising and builds audiences for retargeting.

The Reddit Pixel measures conversions from Reddit advertising and builds audiences for retargeting Reddit users who have visited your site..

Criteo is a commerce-media platform best known for dynamic retargeting — showing shoppers the exact products they viewed across a network of publisher sites.

Taboola is a native-advertising and content-discovery network, the “recommended for you” widgets found across publisher sites.

Outbrain is a native-advertising and content-recommendation platform, the main competitor to Taboola.

AB Tasty is an experimentation and personalisation platform for running A/B tests, multivariate tests, and targeted on-site experiences without engineering for every change..

Hotjar is a product-experience platform combining heatmaps, session recordings, surveys, and feedback widgets.

Crazy Egg is a heatmap, scroll-map, and A/B-testing tool that visualises where visitors click and how far they scroll, helping teams decide what to change on a page..

Microsoft Clarity is a free heatmap and session-replay tool.

Google Consent Mode adjusts how Google tags (GA4, Google Ads) behave based on the visitor’s consent choices.

OneTrust is an enterprise consent-management and privacy platform.

Cookiebot is a consent-management platform that scans your site for cookies and trackers and blocks them until the visitor consents.

CookieYes is a lightweight consent-management platform providing a cookie banner, consent logging, and cookie categorisation aimed at small businesses seeking straightforward GDPR compliance..

Intercom is a customer-messaging and support platform combining live chat, product tours, and a help desk.

HubSpot is an all-in-one CRM, marketing-automation, and analytics platform.

The Google Tag (gtag.js) is the shared foundation that loads and configures Google products — GA4 and Google Ads — from a single snippet.

Adobe Launch — now Tags in Adobe Experience Platform — is Adobe’s enterprise tag-management system, the counterpart to Google Tag Manager within the Adobe stack.

ZoomInfo provides B2B intelligence and website-visitor de-anonymisation.