Size and presence
At least 40.2% of the 1,649 networks read have an ad tag on their website, and 30.3% have neither a tag nor a tag manager in the HTML
Share of the 1,649 networks read with at least one ad tag visible in the HTML, a floor of the measurement, on October 30, 2026
See the full table (8 rows)
| Segment | Networks read | GTM | GA4 | Ad tag | Meta Pixel | Google Ads | Automation | Chat or bot | Cookies | Privacy | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Gyms and sports | 59 | 71.2% | suppressed | 37.3% | suppressed | suppressed | 20.3% | suppressed | 57.6% | suppressed | 40.7% |
| Food | 412 | 48.1% | 18.4% | 33.5% | 29.1% | 11.2% | 14.3% | suppressed | 40.8% | 23.3% | 36.7% |
| Food, retail and distribution | 105 | 59.0% | 27.6% | 42.9% | 37.1% | 16.2% | 21.0% | suppressed | 54.3% | 25.7% | 36.2% |
| Education | 93 | 66.7% | 14.0% | 46.2% | 43.0% | 19.4% | 29.0% | suppressed | 52.7% | 23.7% | 61.3% |
| Fashion and accessories | 170 | 74.7% | 30.0% | 55.9% | 45.3% | 24.1% | 15.3% | suppressed | 62.9% | 24.7% | 57.6% |
| Health, beauty and wellness | 260 | 61.9% | 20.0% | 42.3% | 36.5% | 18.8% | 17.3% | suppressed | 56.5% | 26.2% | 50.0% |
| Services and other businesses | 530 | 58.3% | 19.4% | 37.2% | 26.8% | 16.0% | 17.7% | 1.3% | 63.0% | 23.4% | 51.3% |
| Tourism and hospitality | 20 | 55.0% | suppressed | 65.0% | suppressed | suppressed | 40.0% | suppressed | 50.0% | suppressed | 60.0% |
By network sizeActive CNPJs attributed to the network in the September and October 2026 databases, which do not equal units. A cell is shown as suppressed when it has fewer than 5 networks or 5 distinct websites, when a single group accounts for more than half of the numerator, or when it would allow another cell to be deduced by subtraction
| Size | Networks read | GTM | GA4 | Ad tag | Meta Pixel | Google Ads | Automation | Chat or bot | Cookies | Privacy | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Up to 9 active CNPJs | 638 | 48.9% | 18.0% | 37.6% | 30.1% | 16.1% | 13.3% | 1.4% | 60.8% | 20.8% | 39.0% |
| 10 to 49 active CNPJs | 598 | 60.9% | 21.6% | 43.1% | 37.0% | 15.9% | 18.9% | suppressed | 54.5% | 25.3% | 47.8% |
| 50 to 199 active CNPJs | 287 | 71.8% | 21.6% | 40.8% | 32.4% | 15.0% | 22.6% | 2.8% | 42.2% | 27.5% | 62.0% |
| 200 or more active CNPJs | 59 | 93.2% | 27.1% | 49.2% | 32.2% | 27.1% | 27.1% | suppressed | 49.2% | 37.3% | 74.6% |
| No CNPJ count | 67 | 52.2% | 22.4% | 28.4% | 22.4% | 10.4% | 20.9% | 0.0% | 62.7% | 19.4% | 37.3% |
Networks with and without a visible ad tagthe group with GTM is indeterminate, because the tag may be inside the container; the presence of a tag does not prove an active campaign. A cell is shown as suppressed when it has fewer than 5 networks or 5 distinct websites, when a single group accounts for more than half of the numerator, or when it would allow another cell to be deduced by subtraction
| Technology | With a visible tag (663) | GTM without a visible tag (486) | No GTM and no tag (500) |
|---|---|---|---|
| Google Analytics 4 | 32.1% | 15.8% | 9.4% |
| Hotjar | 5.3% | suppressed | suppressed |
| Microsoft Clarity | 8.0% | 6.6% | 1.4% |
| Any marketing automation | 25.0% | 20.6% | 5.4% |
| RD Station | 22.6% | 18.5% | 4.8% |
| HubSpot | 1.2% | suppressed | suppressed |
| Chat or bot | 2.3% | suppressed | suppressed |
| WhatsApp button | 57.6% | 52.7% | 53.6% |
| Own form | 65.2% | 60.3% | 55.2% |
| Form on an external tool | 12.8% | 12.3% | 6.6% |
| Cookie banner | 29.6% | 28.0% | 13.2% |
| Privacy policy | 55.2% | 53.1% | 31.6% |
| Schema.org | 68.6% | 61.7% | 50.4% |
Website platformidentified in the home page HTML; platforms with fewer than 5 networks appear combined
| Platform | Networks | Share |
|---|---|---|
| WordPress | 795 | 48.2% |
| Next.js | 96 | 5.8% |
| Wix | 95 | 5.8% |
| VTEX | 77 | 4.7% |
| Lovable | 36 | 2.2% |
| Shopify | 20 | 1.2% |
| RD Station Pages | 14 | 0.8% |
| Nuvemshop | 14 | 0.8% |
| Tray | 11 | 0.7% |
| Hostinger Builder | 10 | 0.6% |
| Angular | 9 | 0.5% |
| Duda | 8 | 0.5% |
| Nuxt | 7 | 0.4% |
| Webflow | 7 | 0.4% |
| Framer | 6 | 0.4% |
| VNDA | 6 | 0.4% |
| Loja Integrada | 6 | 0.4% |
| Greatpages | 5 | 0.3% |
| Other platforms | 8 | 0.5% |
| Not identified | 419 | 25.4% |
Precision of the patternsdetections reviewed manually and how many were correct; the patterns measure false positives
| Pattern | Reviewed | Correct |
|---|---|---|
| Google Tag Manager | 75 | 75 |
| GA4 | 29 | 29 |
| Universal Analytics | 10 | 10 |
| Google Ads | 25 | 25 |
| Meta Pixel | 36 | 36 |
| TikTok Pixel | 8 | 8 |
| LinkedIn Insight | 8 | 8 |
| Microsoft Ads | 6 | 6 |
| Hotjar | 8 | 8 |
| Clarity | 9 | 9 |
| RD Station | 26 | 26 |
| HubSpot | 8 | 8 |
| ActiveCampaign | 4 | 4 |
| chat or bot | 32 | 32 |
| 63 | 63 | |
| own form | 43 | 41 |
| form on an external tool | 25 | 24 |
| cookie banner | 33 | 33 |
| privacy policy | 59 | 59 |
| viewport | 109 | 109 |
| Schema.org | 77 | 77 |
| website platform | 87 | 85 |
Reading status of the networks in the universeonly the networks read enter the denominator
| Status | Networks | In the denominator |
|---|---|---|
| Read, at least one page | 1,649 | yes |
| Robots.txt bars AI agents by name (list from the previous round) | 102 | no |
| Robots.txt bars the page | 5 | no |
| Server block, with no attempt to circumvent it | 36 | no |
| Invalid TLS certificate | 18 | no |
| No response or nonexistent page | 18 | no |
| Parked domain or suspended account | 1 | no |
Reading the public HTML of the home page and the franchise page, carried out on October 30, 2026, makes it possible to observe which marketing technologies networks load on their websites. Of the 1,649 networks read, 58.9% use Google Tag Manager, 20.4% have Google Analytics 4 visible, 32.7% have Meta Pixel, 16.0% have a Google Ads tag and 3.3% have TikTok Pixel. Taken together, ad tags appear in 40.2% of the networks, and this share is a floor, because a tag loaded by Google Tag Manager does not appear in the HTML. To gauge the effect, 39 networks with GTM and without an ad tag in the HTML were also read with the page fully loaded, and an ad tag appeared in 24 of them. In 40 networks without GTM and without a tag, the same occurred in 5. The samples indicate the direction of the error and do not correct the published share. The reading combines the home page and the franchise page, and for this reason the shares differ from those of the franchisee recruitment indicator, which considers only the franchise page.
Google Tag Manager ranges from 48.9% in networks with up to 9 active CNPJs (Brazilian company registry) to 93.2% in networks with 200 or more, and the visible ad tag ranges from 37.6% to 49.2% in the same bands. Since the tag manager hides tags, the underestimation tends to be greater in larger networks, and the comparison of tags by size should be read with this caveat. By segment, among those with 50 networks or more, the visible tag ranges from 33.5% in food to 55.9% in fashion and accessories. In networks without GTM and without a tag in the HTML, 30.3% of the total, marketing automation appears in 5.4%, compared with 25.0% in networks with a visible tag and 20.6% in networks with GTM and no visible tag, an indeterminate group. Overall, automation appears in 17.8%, chat or bot in 1.6%, a WhatsApp button in 54.9%, a cookie banner in 24.1% and a privacy policy in 47.4%.
Marktech, which maintains the observatory, is a technology startup for digital marketing and operates in the market measured here. Because of this conflict of interest, the methodology prohibits classifying media by brand, and the data are published only in aggregate, without network names and with a minimum of five networks per cell.
How we calculate
For each network in the universe, the raw HTML of the home page and the franchise page was read without executing JavaScript, with robots.txt checked before any other request to the domain and at each redirect, one request at a time per domain and with the TLS certificate verified. A block, a challenge or an invalid certificate ends the reading of that page, without a new attempt, and a 429 response, which asks the client to wait, received a single additional pass, in series and more slowly. Networks whose robots.txt bars AI agents by name are excluded, 102 in this round. Technical patterns identify each technology, such as the address of the tool's file or the tag identifier, and code inside comments does not count. A technology is present when the pattern matches in at least one of the two pages, and only the evidence is stored, without the HTML. Ad tags comprise Meta Pixel, Google Ads, TikTok Pixel, LinkedIn Insight and Microsoft Ads. Size is the count of active CNPJs (Brazilian company registry) attributed to the network in the September and October 2026 databases. Of the 1,829 networks in the universe on the collection date, 1,649 had at least one page read and 180 were left out of the denominator. The reading is that of the technology census, based on the raw HTML and on the networks in the observatory's universe on the collection date, and for this reason the denominator differs from that of the networks with a page read in the offer census, which also renders the pages. In the review, five patterns were redone because of false positives and the affected networks were read again. A connection hint to a tool's domain no longer counts as an installed tool, a Telegram invitation no longer counts as a WhatsApp button, an LGPD (Brazilian data protection law) notice next to a form no longer counts as a cookie banner, a menu link no longer counts as frequently asked questions, and a muted, looping background video no longer counts as a video. The Zenvia and Intercom patterns had no detections. A cell is shown as suppressed when it has fewer than 5 networks or 5 distinct websites, when a single group accounts for more than half of the numerator, or when it would allow another cell to be deduced by subtraction.
What this figure does not show
- The shares are a floor. A tag loaded by Google Tag Manager and a tool inserted after the page loads do not appear in the raw HTML, and for this reason GTM appears separately from the tags, and networks with GTM and no visible tag form an indeterminate group. The same applies to Google Analytics 4, found with the page fully loaded in 28 of the 39 networks in the sample with GTM.
- The HTTPS share tends to be overestimated, because the 18 networks with an invalid certificate are outside the denominator.
- A tag indicates that measurement is installed and does not prove an active campaign or the amount invested. An old tag may remain on the website after campaigns end.
- The precision of each pattern was measured by manual review of 40 randomly drawn pages, supplemented by pages with the pattern when detection was rare: Google Tag Manager (75 of 75), GA4 (29 of 29), Universal Analytics (10 of 10), Google Ads (25 of 25), Meta Pixel (36 of 36), TikTok Pixel (8 of 8), LinkedIn Insight (8 of 8), Microsoft Ads (6 of 6), Hotjar (8 of 8), Clarity (9 of 9), RD Station (26 of 26), HubSpot (8 of 8), ActiveCampaign (4 of 4), chat or bot (32 of 32), WhatsApp (63 of 63), own form (41 of 43), form on an external tool (24 of 25), cookie banner (33 of 33), privacy policy (59 of 59), viewport (109 of 109), Schema.org (77 of 77) and website platform (85 of 87), always as correct detections over reviewed detections. The measure assesses false positives and not what went undetected.
- The 180 networks outside the denominator, due to robots.txt, blocking, certificate or lack of response, may have a profile different from the others, and their absence is a limitation of the sample. Networks of the same group with the same website each count once.
- A website whose content depends entirely on JavaScript shows little in the raw HTML, which reduces the detection of buttons and forms in those networks.
- The count of CNPJs by trade name does not equal the number of units, and the size band is approximate.
Frequently asked questions
How many franchise networks use Meta Pixel and Google Ads on their website?
As read on October 30, 2026, 32.7% of the 1,649 franchise networks read had Meta Pixel visible in the HTML and 16.0% had a Google Ads tag. The shares are a floor, because a tag loaded by Google Tag Manager does not appear in the HTML, and 58.9% of the networks use that tag manager.
Does having a pixel on the website mean the franchise advertises?
Not necessarily. A tag indicates that measurement is installed and does not prove an active campaign or the amount invested, and an old tag may remain on the website after campaigns end. Its absence also does not prove that the network does not advertise, since the tag may be inside Google Tag Manager.
How many franchises use marketing automation such as RD Station or HubSpot?
As read on October 30, 2026, 17.8% of the 1,649 franchise networks read had some marketing automation tool visible in the HTML, 16.0% with RD Station and 1.1% with HubSpot.
Do larger networks use more marketing technology on their websites?
Google Tag Manager ranges from 48.9% in franchise networks with up to 9 active CNPJs (Brazilian company registry) to 93.2% in networks with 200 or more, and marketing automation ranges from 13.3% to 27.1%, as read on October 30, 2026. The CNPJ count is approximate and does not equal the number of units.
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Size and presenceOther indicators in the same group
Maintained by Marktech, which serves franchise networks and franchises. The brands cited belong to their owners and are mentioned here only to identify the network the data refers to.