Using Squarespace Analytics to Track Your Site
TL;DR:
- Squarespace includes built-in analytics for all sites – no plugins needed
- Track visitor numbers, sales data, and conversion rates from one dashboard
- Export your data for deeper analysis or custom reports
- Check regularly to spot trends and adjust your marketing approach
- Most useful for commerce sites but traffic data helps all site types
Squarespace comes with analytics built right in. No need to mess around with Google Analytics codes or third-party tools (though you can add those later if you want). Here's how to make the most of what you've got.
Getting to Your Analytics
Log into your Squarespace account and pick the site you want to check. In the main menu, click "Analytics". That's your control centre for all the data Squarespace collects about your site.
The dashboard shows you the big picture first – visitor numbers, popular pages, and if you're selling anything, your revenue and conversion rates.
What the Numbers Actually Tell You
Traffic Patterns
Your visitor data shows more than just how many people stopped by. Look at the patterns over weeks and months. A sudden drop might mean a technical problem or that a marketing campaign ended. Steady growth usually means your content or SEO is working.
The "Top Pages" section shows what people actually want from your site. If a blog post is getting loads of traffic, consider writing more on that topic. If your services page barely gets viewed, it might need better promotion or clearer navigation.
Sales Data (Commerce Sites)
For online shops, the analytics track which products sell well and which don't. More importantly, they show your conversion rate – the percentage of visitors who actually buy something.
A low conversion rate with high traffic means people are interested but something's putting them off. Could be pricing, unclear product descriptions, or a complicated checkout process.
Revenue tracking lets you spot seasonal patterns too. Most businesses have busy and quiet periods, and knowing yours helps with planning.
Where People Come From
The traffic sources section tells you whether people find you through Google, social media, direct visits, or other sites. This matters because it shows which marketing efforts actually work.
If most traffic comes from Google, your SEO is doing its job. Lots of social media traffic means your posts are getting shared. Direct visits suggest people remember your site name and come back on purpose.
Making Sense of the Data
Raw numbers don't mean much without context. Compare this month to last month, or this year to last year. Look for trends rather than getting hung up on daily fluctuations.
Set up a routine to check your analytics weekly or monthly. Daily checking usually just creates anxiety without useful insights.
Focus on metrics that matter to your goals. A blog focused on building an email list should watch page views and time on site. An online shop needs to track conversion rates and average order values.
Exporting Your Data
Sometimes you need the raw data for reports or to combine with other information. Squarespace lets you export analytics in different formats.
Click "Export" in any section of the analytics dashboard. Choose your date range and file format. CSV files work well if you want to open the data in Excel or Google Sheets for custom analysis.
This is handy for client reports, tax preparation, or deeper analysis that the built-in dashboard can't handle.
What Squarespace Analytics Can't Do
The built-in analytics cover the basics well but have limits. You can't track individual user journeys or set up custom goals like you can with Google Analytics. There's no heatmap data showing where people click on your pages.
For most small businesses and personal sites, Squarespace analytics provide enough information to make good decisions. Larger sites or those with complex marketing funnels might need additional tools.
FAQs
Can I use Google Analytics alongside Squarespace analytics?
Yes, you can add Google Analytics to any Squarespace site. The built-in analytics and Google Analytics will run side by side, giving you more detailed data if you need it.
How often does Squarespace update the analytics data?
Most data updates within a few hours, though some metrics might take up to 24 hours to appear. It's not quite real-time but close enough for practical purposes.
Do the analytics work on Squarespace 7.0 sites?
Yes, but the interface looks different and has fewer features than the 7.1 version. The core data is the same – visitor numbers, popular pages, and sales figures.
Can I track email newsletter signups in the analytics?
Not directly through the main analytics dashboard. You can see form submissions in the Communications panel, but it's not integrated with the main analytics data.
Jargon Buster
Conversion Rate – The percentage of visitors who complete a desired action, like making a purchase or signing up for your newsletter.
Traffic Sources – Where your visitors come from before reaching your site – search engines, social media, other websites, or typing your URL directly.
Page Views – The total number of times pages on your site have been viewed, including multiple views by the same person.
Bounce Rate – The percentage of visitors who leave your site after viewing only one page.
Wrap-up
Squarespace analytics give you a solid foundation for understanding how your site performs. The data is clean, reliable, and covers everything most site owners need to know.
Check your analytics regularly but don't obsess over daily changes. Look for patterns and trends that can guide your content strategy and marketing decisions. If you're running a business, pay special attention to conversion rates and traffic sources – they'll tell you what's working and what needs fixing.
The export feature means you're never locked into just using Squarespace's dashboard. Take the data and analyse it however works best for your business.
Ready to dig deeper into your site's performance? Join Pixelhaze Academy for more advanced Squarespace strategies.