BuiltWith is a technology profiling platform that tracks the technology stacks of millions of websites. Founded in 2007 in Australia, it provides detailed data on what technologies -- frameworks, analytics, CMS, CDN, payment processors -- websites use. MAGO is a domain intelligence platform focused on security reconnaissance. Both analyze domains, but for very different purposes.
What BuiltWith Does
BuiltWith crawls the web and identifies technologies used on websites by analyzing HTTP headers, HTML source, JavaScript includes, DNS records, and SSL certificates. It tracks over 100,000 web technologies across 670+ million websites. The platform provides current and historical technology usage data, market share analytics, and lead generation lists based on technology adoption.
BuiltWith is primarily a sales and marketing intelligence tool. Its main use cases include competitive analysis ("which companies use Salesforce?"), lead generation ("find all sites running Magento"), and market research ("what percentage of the top 10K sites use React?"). The technology profiling is comprehensive but oriented toward business intelligence rather than security.
What MAGO Does
MAGO identifies technologies as part of a broader security-focused domain intelligence workflow. Technology detection feeds into vulnerability assessment -- knowing a site runs WordPress 5.8 is a security finding, not just a market data point. MAGO chains technology detection with DNS enumeration, subdomain discovery, WHOIS analysis, certificate transparency, HTTP header auditing, and threat intelligence to produce a complete attack surface picture.
MAGO's technology detection is one component of many, focused on identifying security-relevant technologies rather than cataloging every analytics pixel and marketing tag on a page.
Feature Comparison
| Feature | MAGO | BuiltWith |
|---|---|---|
| Primary focus | Security domain intelligence | Technology profiling |
| Technology detection | Security-relevant stack | 100,000+ technologies |
| Historical tech data | No | Years of historical adoption |
| Market share analytics | No | Yes (detailed) |
| Lead generation | No | Yes (core feature) |
| Subdomain discovery | Yes (multi-source) | No |
| DNS analysis | Full enumeration | Limited (for tech ID) |
| Header auditing | Yes (OWASP grading) | No |
| Threat intelligence | OTX, ThreatFox, URLhaus | No |
| Security scoring | Yes | No |
| Report generation | Yes (security-focused) | Yes (tech-focused) |
| API access | REST API | REST API |
Pricing
| Plan | MAGO | BuiltWith |
|---|---|---|
| Free tier | 5 scans/month | Limited lookups |
| Individual | $49/mo | $295/mo (Basic) |
| Professional | $149/mo | $495/mo (Pro) |
| Enterprise | Custom | $995/mo (Enterprise) |
Pros and Cons
BuiltWith Pros
- Tracks 100,000+ web technologies across 670M+ websites
- Historical technology adoption data going back years
- Market share and trend analytics
- Lead generation lists by technology stack
- The most comprehensive technology profiling platform available
BuiltWith Cons
- No security focus -- technology data without vulnerability context
- No subdomain discovery, DNS analysis, or threat intelligence
- Expensive for security teams who only need tech detection
- No header auditing or security scoring
- Oriented toward sales/marketing, not security teams
MAGO Pros
- Security-focused technology detection with vulnerability context
- Complete domain intelligence beyond just technology profiling
- Automated spell chaining combines tech detection with other OSINT
- Header auditing, threat intelligence, and security scoring included
- Significantly lower price point for security use cases
MAGO Cons
- Tracks fewer technologies than BuiltWith
- No historical technology adoption data
- No market share analytics or lead generation features
- Not useful for sales/marketing intelligence
The Verdict
BuiltWith and MAGO serve completely different audiences. BuiltWith is a business intelligence platform for sales teams, marketers, and competitive analysts who need to understand technology adoption at scale. MAGO is a security intelligence platform for security teams who need to understand a domain's attack surface. If you need to know how many e-commerce sites use Stripe or generate leads based on CMS usage, BuiltWith is the tool. If you need to assess a domain's security posture including its technology stack, MAGO provides that in a security context with actionable findings.
See Your Domain Through MAGO
Run a free domain intelligence scan and see how MAGO compares to BuiltWith.