Ends in 3 weeks
Provision of Optimisation Agreement (AB Testing)
Department for International Trade · London · 2-year contract
Held by Wingify Software Private Limited
Web analytics tenders and contracts
UK public sector, covering 600+ buyer sites
131 web analytics tenders and contracts, 27 this year.
Updated 4 November 2026 · compiled by BidSkim Limited · How we count
- Awarded a month£100k
- Contracts a month1.3
- Won by SMEs39%
- Renewing in 6 months7
- Live now1See them →
Web analytics contracts
Tap a region to see its contracts. Pick as many as you like.
32 contracts across the UK, of any size
Live now
1 web analytics opportunity is open now
- OpenCloses in 2 weeksDigital Analytics ToolBBC (British Broadcasting Corporation) · LondonEst.£28.7m
- Awarded21 Oct 2026TEN-2526-043 (PA2023) Digital Tracking ToolNational Employment Savings Trust (NEST) · LondonWon by ContentSquare£130k
- Awarded8 Oct 2026Optimizely Experimentation Platform RenewalHM Revenue & CustomsWon by Atos£40.8m
- Awarded21 Sep 2026IWM/2627/DE/3503: Digital Analytics Support for Imperial War MuseumsImperial War MuseumsWon by Anything is Possible Media Limited£160k
- Awarded10 Jun 2026Google Analytics contract 2Department for Environment, Food and Rural AffairsWon by Transform UK Consulting£200k
- Awarded20 Mar 2026Google Analytics RenewalUniversity of Portsmouth · South EastWon by Serpico Marketing Solutions Ltd£74k
- Awarded26 Feb 2026Session Recording and Heatmapping AnalyticsSocial Security Scotland · ScotlandWon by Computacenter£14k
- Awarded18 Feb 2026BTA2177 - Analytics 360 with GA4 PropertiesVisitBritain / VisitEngland (British Tourist Authority) · West MidlandsWon by Merkle£112k
- Awarded10 Feb 2026Full Story renewalGenomics England Ltd · LondonWon by FullStory£56k
- Awarded14 Jan 2026Web Optimisation PlatformUniversity of Exeter · South WestWon by AB Tasty LTD£220k
- Awarded11 Dec 2025Competitor Intelligence and SEO ToolMet Office · South WestWon by Similarweb UK Limited£118k
- Awarded22 Oct 2025Website Analytics SoftwareBournemouth, Christchurch and Poole Council · South WestWon by Siteimprove Ltd£18k
- Awarded15 Oct 2025Provision of Session Replay SoftwareGovernment Commercial Agency · LondonWon by ContentSquare£80k
- Awarded24 Jul 2025DDaT25317 - Website Reporting toolUK Research and Innovation (UKRI) · South WestWon by S8080£19k
- Awarded15 Jul 2025NHS.uk Heat Mapping ToolNHS England · Yorkshire and the HumberWon by SoftwareOne£150k
- Awarded20 May 2025SEMrush - Provision of Digital Diagnostic Tool - Direct AwardDepartment for Business and Trade · LondonWon by SEMrush£15k
- Awarded28 Mar 2025Session Recording and Heatmapping AnalyticsSocial Security Scotland · ScotlandWon by Computacenter£6k
- Awarded24 Mar 2025Renewal of AHrefs licensesOffice for National Statistics · WalesWon by Advania£13k
- Awarded28 Feb 2025Google Analytics 360 (Premium) including SupportUK Parliament · LondonWon by Merkle£315k
- Awarded23 Jan 2025Oncrawl renewal 24/25 - AWARDOffice for National Statistics · WalesWon by Advania£52k
- Awarded18 Jan 2025Tracking Advertising on IWL Websites & Providing ReportsCity of London Corporation · LondonWon by White Bullet Solutions Limited£78k
- Awarded12 Dec 2024GB-Glasgow: Google Analytics 360Student Loans Company · ScotlandWon by Merkle£46k
- Awarded4 Dec 2024PS/24/139 - Provision of Google Web Analytics SoftwareDriver and Vehicle Licensing Agency · WalesWon by Merkle£71k
- Awarded29 Nov 2024Provision of Optimisation Agreement (AB Testing)Department for International Trade · LondonWon by Wingify Software Private Limited£39k
- Awarded15 Nov 2024Website Optimisation and IntelligenceYorkshire Purchasing Organisation · Yorkshire and the HumberWon by Conductor Founders UK Limited£50k
Where to bid
Where web analytics tenders are run
- BravoSolution2 33%
Delta eSourcing1 17%
In-Tend1 17%- Jaggaer1 17%
- SAP Ariba1 17%
Tenders published in the last year that name the bid portal they run on.
Merkle won the most web analytics contracts
Atos won the most by value. Each dot is one contract, coloured by who bought it.
Central governmentNHS and healthCouncilsEducation
| Rank | Contractor | Contracts won, by buyer | Contracts | Value won | Buyers | Share |
|---|---|---|---|---|---|---|
| 1 | Merkle West Midlands · See every contract | 7 | £1.2m | 6 | ||
| 2 | FullStory London · See every contract | 3 | £156k | 1 | ||
| 3joint | Transform UK Consulting | 2 | £375k | 1 | ||
| 3joint | ContentSquare London · SME · See every contract | 2 | £210k | 2 | ||
| 3joint | Dentsu UK SME · See every contract | 2 | £206k | 2 | ||
| 3joint | Advania Wales · SME · See every contract | 2 | £65k | 1 | ||
| 3joint | Computacenter Scotland · See every contract | 2 | Not published | 1 | ||
| 8joint | Atos | 1 | £40.8m | 1 | ||
| 8joint | AB Tasty LTD South West · SME · See every contract | 1 | £220k | 1 | ||
| 8joint | Anything is Possible Media Limited | 1 | £160k | 1 |
9 more web analytics contractors ranked. See the full ranking →
Win web analytics contracts? Share your ranking.
Who buys
Central government bodies award 75% of web analytics contracts
Contracts with a published value in the last 2 years, from the type of buyer to the size of the contract.
6 buyers bought web analytics more than once in the last 2 years
Each dot is a buyer, by how many web analytics contracts it awarded in the last 2 years.
See who they are and when they usually buy →
Few and big, or many and small
Each dot is a buyer: how many web analytics contracts it awarded against what they were worth. The busiest and biggest are named.
Central governmentNHS and healthCouncilsEducation
Top buyers by contracts awarded
| Rank | Buyer | Contracts | Value |
|---|---|---|---|
| 1 | Genomics England Ltd | 3 | £156k |
| 2 | HM Revenue & Customs | 2 | £40.9m |
| 3 | UK Parliament | 2 | £631k |
| 4 | Department for Environment, Food and Rural Affairs | 2 | £375k |
| 5 | Office for National Statistics | 2 | £65k |
| 6 | Social Security Scotland | 2 | £20k |
| 7 | University of Exeter | 1 | £220k |
| 8 | Department for Work and Pensions | 1 | £194k |
| 9 | Imperial War Museums | 1 | £160k |
| 10 | NHS England | 1 | £150k |
93 web analytics contracts awarded since 2021
- 112021
- 172022
- 222023
- 172024
- 172025
- 92026 so far
Prices
Half of web analytics contracts are worth less than £76k
Central governmentNHS and healthCouncilsEducation
The 10 biggest web analytics contracts
- HM Revenue & CustomsAtos · 8 Oct 2026
- UK ParliamentMerkle · 28 Feb 2025
- UK ParliamentMerkle · 28 Feb 2025
- University of ExeterAB Tasty LTD · 14 Jan 2026
- Department for Environment, Food and Rural AffairsTransform UK Consulting · 10 Jun 2026
- Department for Work and PensionsMerkle · 26 Feb 2025
- Department for Environment, Food and Rural AffairsTransform UK Consulting · 28 Oct 2025
- Imperial War MuseumsAnything is Possible Media Limited · 21 Sep 2026
- NHS EnglandSoftwareOne · 15 Jul 2025
- Central government bodyUK-wide or not stated · September 2025
Renewing contracts
10 web analytics contracts come up for renewal in the next 12 months
7 in the next 6 months. The 3 ending soonest are shown in full.
Ends in 4 weeks
Website Optimisation and Intelligence
Yorkshire and the Humber · 2-year contract
Held by Conductor Founders UK Limited
Ends in 5 weeks
Google Analytics contract 2
Department for Environment, Food and Rural Affairs · 6-month contract
Held by Transform UK Consulting
Web analytics contract for an NHS bodyLondonUnder £100kEnds in 6 weeks
Web analytics contract for a central government bodyWalesUnder £100kEnds Feb 2027
Web analytics contract for a central government bodyUK-wide or not stated£100k to £1mEnds Feb 2027
Web analytics contract for a central government bodyLondonUnder £100kEnds Mar 2027
Web analytics contract for a central government bodyUK-wide or not statedUnder £100kEnds May 2027
Web analytics contract for an NHS bodyYorkshire and the Humber£100k to £1mEnds Jun 2027
Where and when
London awards the most web analytics contracts. February and October are the busiest months.
Contracts by region and by month awarded. Click a region to filter the page.
FewerMore contracts
The regions as a table
| Region | Open now | Contracts | Value | Typical contract | Won the most | Bought the most | Renewing in 12 months |
|---|---|---|---|---|---|---|---|
| London | 1 | 9 | £814k | £56k | FullStory (3) | Genomics England Ltd (3) | 4 |
| South West | 0 | 4 | £375k | £68k | – | – | 0 |
| Wales | 0 | 3 | £136k | £52k | Advania (2) | Office for National Statistics (2) | 1 |
| Scotland | 0 | 3 | £66k | £14k | Computacenter (2) | Social Security Scotland (2) | 0 |
| Yorkshire and the Humber | 0 | 2 | £200k | – | – | – | 2 |
| West Midlands | 0 | 1 | £112k | – | – | – | 0 |
| South East | 0 | 1 | £74k | – | – | – | 0 |
| North East | 0 | 0 | Not published | – | – | – | 0 |
| North West | 0 | 0 | Not published | – | – | – | 0 |
| East Midlands | 0 | 0 | Not published | – | – | – | 0 |
| East of England | 0 | 0 | Not published | – | – | – | 0 |
| Northern Ireland | 0 | 0 | Not published | – | – | – | 0 |
Often bought with web analytics
Related services
Key findings
- £100k a month
of web analytics contracts awarded.
Typical contract £124k x 0.8 contracts a month, last 12 months. - 1.3
web analytics contracts are awarded in a typical month.
32 contracts in the last 2 years. - 7
web analytics contracts come up for renewal in the next 6 months.
Recurring contracts with a named supplier and a published end date before 5 May 2027. - 39%
of web analytics contracts are won by SMEs.
As recorded by the buyer, on 28 award notices.
How many web analytics tenders and contracts are there?
| Last 12 months | Since November 2021 | |
|---|---|---|
| Notices published | 27 | 131 |
| Contracts awarded | 10 | 83 |
11 web analytics contracts and frameworks end in the next 12 months, 11 of them recurring services. In the last two years, 25 buyers awarded web analytics contracts to 19 suppliers.
Source: Find a Tender, Contracts Finder, Public Contracts Scotland, Sell2Wales and eTendersNI, to 4 November 2026. By Seamus White. How we count
Questions
How many web analytics contracts does the UK public sector award?
32 in the 2 years to 4 November 2026, from 25 public buyers.
How much is a typical public sector web analytics contract worth?
The median is £76k, and 91% are worth less than £250k.
Who wins the most public sector web analytics contracts?
Merkle won the most (7). Atos won the most by value (£40.8m).
Which buyers award the most web analytics contracts?
Central government bodies award 75% of them.
Which part of the UK awards the most web analytics contracts?
London: 9 of 32 in the 2 years to 4 November 2026, then the South West (4) and Wales (3).
How many web analytics contracts come up for renewal in the next 12 months?
10 contracts end and are likely to be re-let, the first on 29 November 2026.
What is included
Measurement of how websites and online services are used: web analytics platforms, session recording and heatmaps, and export of that data to a warehouse.
- Google Analytics 360 and partner services
- Session recording and heatmap tools
- Web analytics data export to a warehouse (BigQuery)
What is not included
- Social media and press monitoring (see Media monitoring and social listening)
- General BI dashboards (see Business intelligence and dashboards)
- Enterprise data warehouses beyond web data (see Data engineering)