Squarespace Analytics is the built-in reporting area in your site's Analytics panel, covering traffic, site content, where visitors come from, form and button conversions and, for stores, sales, the purchase funnel and abandoned carts. As of October 2026 which panels you see depends on your billing plan and whether you've connected a payment processor, and you can't export the reports.
The thing to understand before you trust the numbers is how visitors get counted. When people don't accept analytics and performance cookies, Squarespace can't track their behaviour, so one visitor who views ten pages can be counted as ten visitors. Turn on a strict cookie banner and your Squarespace visitor figures may be much higher than Google Analytics shows. Data can also take up to three hours to update.
What each analytics panel answers
| The question | The panel to open |
|---|---|
| How many visitors am I getting over time? | Traffic |
| Which pages do people read, and for how long? | Site content |
| Has visitor activity suddenly spiked or dipped? | Site traffic alerts |
| Do people see and click my forms and buttons? | Form and button conversions |
| What do visitors search for on my site? | Site search keywords |
| Where are visitors, and how did they arrive? | Geography and Traffic sources |
| What did people search to find me? | Search keywords |
| What have I sold, and where do shoppers drop off? | Sales, Purchase funnel and Abandoned cart |
| How many people follow my blog or podcast feed? | RSS subscribers |
Site owners and contributors with administrator or reporting permissions can view analytics. If your plan doesn't include a panel, you'll see a preview and an option to upgrade. Squarespace also recommends Google Analytics as a supplement, and suggests your Stripe account for accounting-level store detail.
How the period comparisons are worked out
Sales, Traffic, Search keywords and Form and button conversions show a change against the previous period, and the comparison depends on your date range. One day is compared with the day before. Two to 7 days is compared with the same number of days starting 7 days earlier. Eight to 31 days looks back 28 days, and 32 days or more looks back 364 days. Squarespace matches days of the week rather than dates, so the periods line up.
That means month-over-month periods can overlap. Squarespace's example is August 1 to 31, which is compared with July 4 to August 3, so August 1 to 3 sits in both. Dates and the start of Today, at 12:00 AM, follow your language and region settings, not your visitors' time zones, and changing those settings isn't retroactive.
Keeping your own visits out
Log in before you look at your site. Squarespace records visits with JavaScript and ignores your activity while you're logged in, but counts you like anyone else when you're logged out. Google Analytics does the opposite and counts your page previews even while you're logged in, so you'll need a filter there that excludes your IP address.
Connecting Google Analytics
- Create a Google Analytics account if you don't have one.
- In Squarespace, open the Developer tools panel and click External API keys.
- Enter your measurement ID, which starts with G- and comes from a Google Analytics 4 property, in the Google Analytics account number field.
- Click Save. Statistics can take up to 24 hours to appear in Google Analytics.
If you connected an older version of Google Analytics, replace that ID with your Google Analytics 4 one. Google Tag Manager still works, but Squarespace won't help you set it up. To respect cookie consent, switch on the cookie banner in the Cookies and Data Privacy panel and turn on the Manage cookies button, so Google Analytics cookies aren't placed unless visitors agree. For store orders, Squarespace sends the customer's city, region and country, order ID, product name, purchase total including shipping, SKU and your store name.
Why Squarespace and Google Analytics disagree
- Google Analytics fills gaps from declined cookies with behavioural modeling, while Squarespace can't track those visitors at all.
- The two filter bots and crawlers in different ways.
- Some Google Analytics numbers are estimates from a sample, whereas Squarespace uses your full visitor activity.
- Squarespace credits a visitor's last click, so direct traffic often looks higher than in Google Analytics.
- Each records IP addresses differently, so visitor locations may not match.
- Traffic from a URL ending in /?sqsscreenshot=true is Squarespace's screenshot tool, and you can ignore it.
- On a version 7.0 site with Ajax loading, Google Analytics only logs the first page of each visit until you disable Ajax loading.
Checking analytics in the Squarespace app
The app shows pageviews, subscribers and popular content, plus sales revenue, conversions and top-selling products on the Core, Plus and Advanced plans. It has no search keyword data and no Email Campaigns analytics, and point of sale sales don't appear in its Sales analytics, though they do on a computer. You can switch on push notifications for site traffic alerts, and on Android there's a weekly performance summary every Saturday.
Trial sites are a weak test. On version 7.1, a trial has the same analytics options as the Advanced plan, but because trial sites aren't public you won't see much data.
If this is on your list, the Squarespace Domain Transfer guide is the next thing to read.
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My verdict on Squarespace Analytics
I'd use Squarespace Analytics as the daily view, because it's already there, it covers sales and form clicks, and it's simple to read on your phone. I'd add Google Analytics too if you report to anyone or need data you can export, since Squarespace's reports can't be exported. Watch long-term trends rather than single days, which is Squarespace's own advice. If you're new to the platform, start with how to use Squarespace, and if your traffic looks oddly low, check your Squarespace domains are connected correctly too.
Pulling numbers from two dashboards into one weekly summary is a classic job for the automation I set up for small businesses. I run AI training and workshops for teams, and help businesses with AI enablement and workflow automation, so the busywork runs itself and people get time back. Most of that work is with SaaS marketing teams and small businesses. Here's how we can work together.
Frequently asked questions
Can I export my Squarespace Analytics reports?
No. You can't export the analytics reports.
How often does Squarespace Analytics refresh?
Data in your analytics reports can take up to three hours to refresh.
Why are my Squarespace visitor numbers higher than Google Analytics?
When visitors decline analytics and performance cookies, Squarespace can't track their behaviour and may count one visitor who views ten pages as ten visitors. Google Analytics fills those gaps with modeling.
Does Squarespace count my own visits?
Not while you're logged in. If you're logged out, analytics counts your visits like any other visitor's.
Where do I add my Google Analytics measurement ID in Squarespace?
Open the Developer tools panel, click External API keys and enter the ID in the Google Analytics account number field, then click Save.
