UK Software & Technology Data Analytics - PPC Market Share Analysis December 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Data Analytics category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Data Analytics – UK

Google AI Overview visibility for Software & Technology Data Analytics UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 23.5115796045
76.4884203955
23%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 23
77
23%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 12%
Transactional 1%
Navigational 6%
Seasonal 0%
Local 0%
Problem Solving 12%

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Market Exposure

Share of Clicks for top 10 UK Software & Technology Data Analytics brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
envato.com 4.44
grammarly.com 4.37
databricks.com 3.96
claritycheck.com 3.88
monday.com 3.72
adobe.com 3.4
airtable.com 2.84
snowflake.com 2.77
pipedrive.com 2.39
lusha.com 2.34
others 65.89
  • envato.com - 4.44%
  • grammarly.com - 4.37%
  • databricks.com - 3.96%
  • claritycheck.com - 3.88%
  • monday.com - 3.72%
  • adobe.com - 3.4%
  • airtable.com - 2.84%
  • snowflake.com - 2.77%
  • pipedrive.com - 2.39%
  • lusha.com - 2.34%
  • others - 65.89%

Copyright © Adthena. All rights reserved.

In the PPC landscape, ‘others’ dominate with 65.89% click share, while envato.com leads specific advertisers at 4.44%.

Market Exposure

Share of Spend for the top 10 UK Software & Technology Data Analytics brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

Share of Spend - Last Month
Share of Spend - Last Month
Date monday.com clickup.com lucidchart.com adobe.com atlassian.com zoho.com databricks.com pipedrive.com hubspot.com asana.com
2025/12/01 14.01% 5.09% 0.33% 4.63% 0.22% 3.12% 1.85% 3.56% 2.22% 2.07%
2025/12/02 13.01% 4.15% 2.38% 3.96% 0.1% 3.46% 1.27% 2.77% 1.99% 5.57%
2025/12/03 16.34% 3.27% 0.98% 3.88% 0.17% 3.52% 1.13% 2.54% 2.86% 8.02%
2025/12/04 10.66% 4.25% 0.3% 5.21% 0.14% 4.01% 1.43% 3.22% 3.44% 2.3%
2025/12/05 8.99% 4.94% 0.52% 4.92% 0.16% 3.99% 2.17% 2.01% 3.32% 5.68%
2025/12/06 7.04% 7.15% 0.57% 4.72% 0.13% 3.21% 2.26% 2.75% 3.91% 1.51%
2025/12/07 8.53% 6.57% 0.31% 4.08% 0.13% 2.46% 1.87% 2.41% 2.74% 0.07%
2025/12/08 9.46% 7.28% 1.75% 5.1% 1.63% 3.51% 2.23% 2.45% 1.49% 0.02%
2025/12/09 9.96% 7.4% 1.04% 5.19% 2.05% 3.16% 2.27% 1.88% 3.05% 2.64%
2025/12/10 12.02% 5.43% 1.84% 4.28% 7.75% 3.9% 2.05% 2.61% 3.43% 0.01%
2025/12/11 10.72% 2.96% 3.72% 4.83% 5.09% 2.99% 2.11% 2.68% 1.52% 4.18%
2025/12/12 9.98% 6.84% 4.02% 4.15% 5.32% 3.01% 1.66% 2.47% 1.45% 1.7%
2025/12/13 7.63% 4.75% 3.91% 5.05% 8.07% 2.38% 2.04% 2.96% 1.69% 0.07%
2025/12/14 6.38% 4.15% 1.84% 4.08% 6.21% 2.93% 2.52% 3.81% 2.58% 2.72%
2025/12/15 12.83% 4.01% 3.5% 4.08% 5.12% 3.76% 2.06% 2.19% 1.41% 0.52%
2025/12/16 14.48% 1.91% 2.75% 4.79% 5.31% 3.93% 2.23% 2.12% 2.12% 0.09%
2025/12/17 13.39% 4.86% 1.05% 4.77% 4.66% 3.64% 2.62% 1.44% 2.01% 3.05%
2025/12/18 9.53% 5.82% 1.41% 4.04% 5.97% 2.9% 2.25% 0.8% 3.21% 4.76%
2025/12/19 11.37% 5.44% 2.62% 4.36% 3.62% 3.04% 2.53% 1.9% 2.06% 4.06%
2025/12/20 8.4% 5.89% 4.35% 4.14% 4.6% 2.38% 2.63% 1.43% 2.47% 4.82%
2025/12/21 7.6% 4.87% 1.62% 4.17% 0.73% 2.55% 3.65% 2.91% 2.19% 0.65%
2025/12/22 12.02% 5.4% 0.02% 3.74% 7.43% 3.23% 2.62% 2.05% 1.86% 1.34%
2025/12/23 11.48% 4.73% 0.01% 4.24% 2.81% 2.35% 2.13% 2.5% 1.67% 4.22%
2025/12/24 7.04% 2.72% 5.75% 4.8% 2.23% 2.39% 2.14% 2.12% 1.79% 2.48%
2025/12/25 8.7% 6.34% 6.64% 4.31% 0.31% 2.04% 2.39% 3.56% 0.9% 5.11%
2025/12/26 9.28% 4.77% 3.49% 3.94% 1.84% 2.28% 2.35% 3.48% 2.12% 0.06%
2025/12/27 7.52% 5.53% 1.83% 4.83% 1.71% 2.42% 2.3% 3.51% 2.76% 0.01%
2025/12/28 9.54% 3.9% 1.96% 4.53% 3.52% 2.19% 1.98% 1.56% 1.68% 1.06%
2025/12/29 9.56% 5.39% 5.5% 4.23% 1% 3.55% 1.97% 1.15% 2.24% 3.89%
2025/12/30 7.63% 4.94% 5.45% 4.82% 5.23% 2.93% 1.82% 1.77% 1.35% 0.58%
2025/12/31 11.56% 7.15% 4.83% 4.6% 3.6% 2.79% 2.06% 1.57% 1.14% 0.12%
  • monday.com
  • clickup.com
  • lucidchart.com
  • adobe.com
  • atlassian.com
  • zoho.com
  • databricks.com
  • pipedrive.com
  • hubspot.com
  • asana.com

Copyright © Adthena. All rights reserved.

December saw monday.com lead with fluctuating spend, peaking early and stabilizing mid-month. ClickUp and Lucidchart showed consistent mid-range activity. Adobe maintained steady engagement, while Atlassian surged mid-month. Asana’s spend was sporadic, ending low.

Market Exposure

Competitor Count for UK Software & Technology Data Analytics

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/12/01 898
2025/12/02 873
2025/12/03 874
2025/12/04 880
2025/12/05 892
2025/12/06 856
2025/12/07 871
2025/12/08 897
2025/12/09 866
2025/12/10 859
2025/12/11 888
2025/12/12 889
2025/12/13 887
2025/12/14 790
2025/12/15 876
2025/12/16 863
2025/12/17 860
2025/12/18 840
2025/12/19 870
2025/12/20 819
2025/12/21 847
2025/12/22 861
2025/12/23 865
2025/12/24 819
2025/12/25 819
2025/12/26 826
2025/12/27 794
2025/12/28 822
2025/12/29 846
2025/12/30 820
2025/12/31 820

Copyright © Adthena. All rights reserved.

December saw fluctuating advertiser numbers, peaking at 898 on the 1st, then stabilizing around 820 by month’s end.

Campaign Efficiency

Market Loss & Market Gains for UK Software & Technology Data Analytics

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
similarweb.com 1.93%
tableau.com 0.51%
amplitude.com 0.51%
snowflake.com 0.5%
salesforce.com 0.38%
thebestpdf.com -0.44%
grammarly.com -0.46%
ibm.com -0.61%
pipedrive.com -0.67%
lusha.com -0.88%

Copyright © Adthena. All rights reserved.

Similarweb.com surged with a 1.93 increase, while Lusha.com dropped by 0.88. Snowflake.com, Tableau.com, and Amplitude.com each gained 0.51.

Campaign Efficiency

UK Software & Technology Data Analytics Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date monday.com claritycheck.com clickup.com adobe.com pdfsmart.com lucidchart.com grammarly.com atlassian.com databricks.com experian.co.uk
2025/12/01 9.43% 2.13% 2.62% 3.66% 3.55% 0.35% 3.51% 0.31% 1.57% 2.62%
2025/12/02 7.44% 4.31% 2.21% 2.89% 4.01% 1.71% 1.9% 0.14% 0.97% 1.41%
2025/12/03 9.86% 4.24% 2.06% 2.66% 3.36% 0.97% 1.74% 0.28% 0.96% 0.87%
2025/12/04 5.61% 5.23% 2.27% 3.63% 3.43% 0.34% 3.09% 0.2% 1.05% 2.66%
2025/12/05 4.93% 5.93% 2.67% 3.48% 2.63% 0.64% 2.6% 0.26% 1.98% 0.7%
2025/12/06 4.09% 8.83% 3.58% 3% 3.69% 0.63% 2.05% 0.18% 2.67% 2.57%
2025/12/07 4.54% 3.64% 3.35% 2.64% 3.64% 0.32% 3.3% 0.19% 1.38% 0.79%
2025/12/08 5.04% 4.57% 3.87% 3.46% 3.2% 1.49% 3.07% 0.95% 1.97% 1.99%
2025/12/09 5.92% 2.04% 4.12% 3.95% 3.6% 1.01% 3.38% 1.39% 2.36% 1.44%
2025/12/10 6.24% 5.37% 3.37% 3.27% 3.78% 1.4% 3% 3.84% 1.99% 1.92%
2025/12/11 5.99% 5.66% 1.82% 3.55% 3.64% 2.8% 1.61% 2.46% 1.97% 2.41%
2025/12/12 6.08% 4.43% 3.97% 2.96% 3.83% 3.05% 1.21% 2.76% 1.4% 1.23%
2025/12/13 4.23% 4.16% 2.49% 4.44% 3.59% 2.56% 3% 3.95% 1.6% 1.7%
2025/12/14 3.91% 4.03% 2.28% 3.46% 3.47% 1.35% 2.52% 3.29% 2.68% 3.27%
2025/12/15 6.42% 3.17% 2.15% 3.13% 3.42% 2.18% 2.93% 2.57% 1.85% 1.86%
2025/12/16 8.32% 4.32% 1.01% 3.29% 3.66% 2.04% 1.75% 2.93% 1.74% 1.93%
2025/12/17 7.65% 3.93% 2.75% 3.51% 3.27% 0.95% 1.37% 2.38% 2.31% 1.35%
2025/12/18 6.96% 6.49% 3.42% 2.64% 3.63% 1.42% 1.94% 3.13% 1.93% 2.16%
2025/12/19 6.27% 7.44% 2.98% 3.21% 3.49% 1.95% 1.6% 1.9% 2.78% 1.78%
2025/12/20 4.85% 6.75% 2.96% 2.88% 3.81% 2.73% 2.57% 2.03% 2.58% 2.18%
2025/12/21 4.07% 3.04% 2.3% 2.57% 3.86% 0.81% 2.01% 0.52% 3.48% 2.39%
2025/12/22 6.15% 5.85% 2.87% 2.42% 3.7% 0.01% 1.8% 3.65% 3.01% 2.14%
2025/12/23 5.78% 6.07% 2.39% 2.67% 3.52% 0.01% 2.13% 1.59% 1.94% 2.11%
2025/12/24 4.74% 4.06% 1.65% 3.59% 3.86% 3.67% 2.64% 1.17% 1.72% 3.36%
2025/12/25 5.46% 4.32% 3.39% 2.95% 4% 4.55% 1.94% 0.5% 2.52% 1.73%
2025/12/26 5.6% 3.23% 2.4% 2.69% 3.45% 2.48% 2.22% 1.38% 2.09% 2.11%
2025/12/27 4.31% 5.51% 2.89% 3.53% 3.99% 1.35% 2.37% 1.13% 2.15% 1.73%
2025/12/28 5.31% 5.5% 1.96% 3.02% 4% 1.48% 2.24% 1.76% 1.65% 0.54%
2025/12/29 4.99% 3.78% 2.94% 3.09% 2.66% 3.72% 2.21% 0.67% 1.85% 3.82%
2025/12/30 4.15% 2.72% 2.57% 3.44% 3.73% 3.43% 2.38% 2.42% 1.65% 1.12%
2025/12/31 6.01% 5.39% 3.72% 3.61% 3.47% 3.13% 2.33% 1.85% 1.81% 1.15%
  • monday.com
  • claritycheck.com
  • clickup.com
  • adobe.com
  • pdfsmart.com
  • lucidchart.com
  • grammarly.com
  • atlassian.com
  • databricks.com
  • experian.co.uk

Copyright © Adthena. All rights reserved.

December saw fluctuating ad impression shares. Monday.com started strong, dipped mid-month, and ended at 6.01%. Claritycheck.com peaked mid-month, closing at 5.39%. Clickup.com and Adobe.com showed steady trends, finishing at 3.72% and 3.61%, respectively. Pdfsmart.com maintained consistency, ending at 3.47%. Lucidchart.com and Grammarly.com had varied performances, closing at 3.13% and 2.33%. Atlassian.com and Databricks.com showed modest shares, ending at 1.85% and 1.81%. Experian.co.uk fluctuated, closing at 1.15%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Software & Technology Data Analytics

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for UK Software & Technology Data Analytics - Last month
  1. 1
    Content Management Software - Content Management Made Easy https://business.adobe.com

    Connect strategic plans to end-to-end visibility & control across the marketing lifecycle. Transform...

  2. 2
    Jira™ Gantt Charts & Templates https://www.atlassian.com

    Easy To Use & Customize — Bring Every Team’s Work Together. Project Planning, Visibility & Insights. Try for Free. Jira’s...

  3. 3
    Envato® | Unlimited Assets & AI Tools | Start Creating https://elements.envato.com

    Download Millions of Video Templates, WP Themes, Photos, Graphic Templates & More! Deliver better Projects Faster with Ready-to-use Graphic, Web and Video Templates. Unlimited Downloads.

  4. 4
    Data Science for Business | Harvard Online https://harvardonline.harvard.edu

    Learn how to effectively use data to tackle your business decisions. A hands-on approach for demystifying the data science ecosystem.

  5. 5
    Easy-to-Use Gantt Chart https://www.monday.com

    Customizable & User Friendly — Join +245K Teams Optimizing Their Work on monday.com. Plan, Visualize & Reach Goals. From...

Copyright © Adthena. All rights reserved.

Adobe’s ad highlights seamless content management, emphasizing strategic marketing control. Atlassian’s Jira promotes team collaboration with customizable Gantt charts. Envato offers unlimited creative assets for faster project delivery. Harvard Online demystifies data science for business decisions. Monday.com showcases user-friendly Gantt charts for team optimization.

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