This dataset includes a list of companies using Google Tag Manager in the Nordics.
In addition, it includes relevant firmographic information for doing effective sales targeting and market segmentation, especially if you’re selling a product or service relevant to companies that already use Google Tag Manager (GTM) (e.g., marketing tech, analytics, CRO tools, web development, or data-driven services).
Market Penetration Overview
| Technology Platform | Total Companies | Market Position |
|---|---|---|
| Google Tag Manager | 227,165 | Market Leader |
| Slack | 28,806 | Major Platform |
| Mailchimp | 12,567 | Major Platform |
| Hubspot | 10,108 | Major Platform |
| Gravity forms | 10,056 | Major Platform |
| Salesforce | 3,052 | Established Tool |
| Intercom | 1,608 | Established Tool |
| Zendesk | 1,058 | Established Tool |
| Pipedrive | 300 | Specialized Solution |
Total technology adoptions analyzed: 294,720 across all platforms and countries.
This part focuses solely on companies using Google Tag Manager.
Google Tag Manager Market Usage Analysis for the Nordics
The total companies using Google Tag Manager across the Nordic region consists of 227,165 companies.
Dominant revenue segment: 100k-1m€ with 72,762 companies (32.0%).
The leading industry sector is the Wholesale and retail trade; repair of motor vehicles and motorcycles, with 38,960 companies (18.4%)
Country Distribution:
• Sweden: 75,883 companies (33.4%)
• Finland: 67,132 companies (29.6%)
• Norway: 57,660 companies (25.4%)
• Denmark: 26,490 companies (11.7%)
Revenue Distribution of Google Tag Manager Users in the Nordics
| Revenue Segment | Companies | Percentage |
|---|---|---|
| 0-100k€ | 23,788 | 10.5% |
| 100k-1m€ | 72,762 | 32.0% |
| 1m€-10m€ | 65,211 | 28.7% |
| 10-100m€ | 12,422 | 5.5% |
| +100m€ | 1,655 | 0.7% |
| Unknown | 51,327 | 22.6% |
List of the Top Nordic Industry Sectors Using Google Tag Manager
| Industry Sector | Companies | Percentage |
|---|---|---|
| G: Wholesale and retail trade; repair of motor vehicles and motorcycles | 38,960 | 18.4% |
| C: Manufacturing | 30,443 | 14.3% |
| M: Professional, scientific, and technical activities | 24,006 | 11.3% |
| F: Construction | 23,025 | 10.9% |
| L: Real estate activities | 15,236 | 7.2% |
| J: Information and communication | 13,859 | 6.5% |
| S: Other service activities | 12,594 | 5.9% |
| Q: Human health and social work activities | 9,028 | 4.3% |
| R: Arts, entertainment, and recreation | 8,480 | 4.0% |
| I: Accommodation and food service activities | 7,788 | 3.7% |
Denmark Analysis
Total companies in Denmark: 26,490
Dominant segment: 1m€-10m€ (11,936 companies, 45.1%)
Top industry: C: Manufacturing (8,581 companies, 36.7%)
Finland Analysis
Total companies in Finland using Google Tag Manager: 67,132
Dominant segment: 100k-1m€ (18,850 companies, 28.1%)
Top industry: G: Wholesale and retail trade; repair of motor vehicles and motorcycles (11,538 companies, 18.2%)
Norway Analysis of GTM Users
Total companies in Norway: 57,660
Dominant segment: 100k-1m€ (16,552 companies, 28.7%)
Top industry: G: Wholesale and retail trade; repair of motor vehicles and motorcycles (8,176 companies, 15.5%)
Sweden Analysis
Total companies in Sweden: 75,883
Dominant segment: 100k-1m€ (28,122 companies, 37.1%)
Top industry: G: Wholesale and retail trade; repair of motor vehicles and motorcycles (16,242 companies, 22.3%)
Market Potential Overview
Here’s a breakdown of strategic insights and actionable recommendations based on the data:
- Total addressable market (TAM): 227,165 companies in the Nordics using GTM, a large digital-savvy base, likely open to tools that integrate with web analytics or enhance digital performance.
- Core opportunity band: Mid-sized companies (€100k–€10m revenue), representing ~61% of the market. These companies are mature enough to invest in marketing and data tools, but not so large that procurement cycles are overly complex.
Geographic Insights of Google Tag Manager Users in the Nordics
| Country | Companies | Share | Key Insight |
|---|---|---|---|
| Sweden | 75,883 | 33.4% | Largest and most diversified market, ideal for pilot campaigns or regional scaling. |
| Finland | 67,132 | 29.6% | High density of SMEs in retail and trade, strong fit for sales of e-commerce and analytics solutions. |
| Norway | 57,660 | 25.4% | Strong adoption among mid-market firms; ideal for B2B SaaS or marketing services. |
| Denmark | 26,490 | 11.7% | Smaller base but highest proportion of €1–10m revenue firms (45%), excellent for premium B2B offerings. |
Strategic recommendation:
→ Prioritize Sweden and Finland for reach, but target Denmark for high-value deals and Norway for conversion-ready SMEs.
List of Industry Targeting Opportunities for Nordic Companies Using Google Tag Manager
| Industry | Share | Insights |
|---|---|---|
| G: Wholesale & Retail Trade | 18.4% | Ideal for e-commerce, logistics, CRM, or marketing automation solutions. |
| C: Manufacturing | 14.3% | Opportunity for industrial marketing, lead management, or B2B digitalization services. |
| M: Professional, Scientific & Technical Activities | 11.3% | Likely agencies and consultancies — strong channel or partnership prospects. |
| F: Construction | 10.9% | Growing online presence; may be under-served digitally — potential for web tools and lead tracking solutions. |
| L: Real Estate | 7.2% | PropTech, data visualization, or automation tools could resonate. |
Strategic recommendation:
→ Primary focus sectors: Retail, Manufacturing, and Professional Services.
→ Secondary growth sectors: Construction and Real Estate (digitally maturing sectors with GTM adoption but lower competition).
Revenue Segmentation & Buying Power
| Revenue Range | Companies | % | Insights |
|---|---|---|---|
| 0–100k€ | 23,788 | 10.5% | Startups, low budgets, good for freemium or self-serve tools. |
| 100k–1m€ | 72,762 | 32.0% | Core SME target, accessible decision-making and moderate spend capacity. |
| 1m–10m€ | 65,211 | 28.7% | Mid-market, highest conversion potential for enterprise-lite solutions. |
| 10–100m€ | 12,422 | 5.5% | Larger firms, fewer in number but high-value deals. |
| +100m€ | 1,655 | 0.7% | Enterprise accounts, ideal for strategic partnerships or high-touch sales. |
Build a Two-Tiered Sales Strategy
- Volume-based SME acquisition (100k–10m€) via scalable digital outreach.
- Enterprise account-based marketing (ABM) for €10m+ firms.
Key Takeaways of Nordic Companies Using Google Tag Manager
- Biggest market: Sweden (reach)
- Best conversion value: Denmark (revenue-rich)
- Best SME density: Finland (volume)
- Top sectors to prioritize: Retail, Manufacturing, Professional Services
- Top revenue segments: €100k–10m range (≈61% of total)
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