Having insight into how your site is performing can help you to improve your website and grow your business.

That’s where Squarespace Analytics comes in. It can help you understand who's visiting your site, where they came from, and how they engage with your content.

To open the Analytics panel:

Home Menu > Analytics > Click a panel to see the report

On the Analytics panel, you can use these tools to see how visitors interact with your site:

Overview

In Traffic, you can see how the number of visitors to your site changes over time.
Geography shows where they access the web by country, region, or city. It will give you insight on how your reach is growing and where you should focus your next marketing efforts.

Acquisition

Traffic Sources shows if they arrived on your site from search, emails, social media etc. to help you make decisions about your marketing strategy.
If they came from Google, Search Keywords shows the keywords they used. This can help you understand what people look for when they find your site, so you can focus your content on the search terms people use.

Engagement

Activity Log shows a searchable list of every time a visitor accessed a URL on your site in the past 7 days.
Form & Button Conversions shows how many people see and click your buttons and forms.
In Popular Content, see what pages visitors are most interested in. Reviewing your popular content is a great way to see what's working well and get inspiration for your next update.
Site Search Keywords lists what people are looking for in your site's internal search (if you have a search field on your site) so that you can improve search results by targeting these keywords.
RSS Subscribers shows the traffic your RSS feed(s) receives, useful for bloggers and podcasters.

— Traffic

The Traffic panel in Analytics shows a summary of traffic and engagement on your site. This panel's data helps you track your audience’s growth over time by focusing on three KPIs for measuring your site’s traffic:

Unique Visitors: An estimate of the total number of actual visitors that reached your site in the selected time period. This is a good measure of your loyal audience and readership.
Visits: Visits represent continuous browsing events on a website with no more than a 30-minute break between interactions. For example, if you view a page every 29 minutes for three hours, this would be counted as one visit. If the same visitors views a page after a 30 minute break, a second Visit is counted.
Visits are a good measure of attention on your site.
When viewing the Visits KPI, the pie charts below the line graph show visits by Device Type, Source, Browsers, and Operating System.
Pageviews: How many actual page requests your site saw in the selected time period.

— Traffic Sources

The Traffic Sources panel in Analytics shows where visitors are coming from and which referrers are the most valuable to your site or online store. With this panel, you have insight into which channels—like search engines, blogs, social networks, email, and ads—are driving the most visits, orders, and revenue, to help you make decisions about your marketing strategy.

These are the 5 primary traffic sources you’ll see:

Direct: When someone types your URL directly into their browser.
Email: Traffic from your email marketing campaigns.
Search: Organic traffic from Google and other search engines.
Social: Traffic to your site from social networks like Facebook, Twitter, Pinterest, LinkedIn, Instagram, and YouTube.
Referral: Visitors that come to your website from another website or blog.

If you’ve decided to use ads to promote your website, you’ll see these additional traffic sources:

Display Ads (for Website Business, Commerce Basic, and Commerce Advanced plans): Traffic coming from ads displayed on other sites.
Paid Search (for Website Business, Commerce Basic, and Commerce Advanced plans): Paid searches in Google and other search engines.
Paid (for Website Personal plans): Traffic from ads displayed on other sites, and paid searches in Google and other search engines.

Note: If you don’t have traffic from a channel, it won’t show. For example, if no visits came from sources such as Display Ads, Display Ads won’t show in the panel.

Visits graph: The line graph at the top of the panel shows trends over time. Each line on the graph represents a different channel like Direct, Social, or Email. Hover over any point to see data per channel for a time frame.

Click the Daily drop-down menu to change the time scale. Time scale options depend on the number of available data points.

Source breakdown table: The table below the graph displays a breakdown of each channel and how it’s performing. This is a great way to quickly compare different channels and see your most valuable referrers at a glance.

— Search Keywords

The Search Keywords panel shows which search terms drive traffic to your site from search engines.

Google Search Keywords focuses on four key performance indicators, or KPIs:

Total Clicks: The number of times people clicked on a link to your site from searches for a certain keyword.
Total Impressions: The number of people that saw your site in search results for a certain keyword, even if they didn’t click the link.
Avg. Click Through Rate: The percentage of impressions for a keyword that led to a click to your site, or (Clicks ÷ Impressions) x 100.
Avg. Position: Your site’s average position in search results for a certain keyword in the selected date range. For example, if two people search for Toronto book editing, and your site appears in the first and third positions, your average position would be 2, or (1 + 3) ÷ 2. If your site appears more than once in a single search, we use the highest position.

The graph near the top of the tab shows trends over time for the top four keywords in the selected date range.

Click a KPI at the top of the graph to filter and compare results.

Click the Daily / Weekly drop-down menu to change the time scale. Time scale options depend on the number of available data points.

— Activity Log

The Activity Log helps you review traffic in granular detail, which can give you insight into:

The geographic location of your visitors by IP address
How visitors in specific locations find your site

This may be useful if you’ve noticed an unusual spike in a short amount of time. It’s also a great way to identify the geographical location of visitors by IP address.

Click on each row to display the location, page accessed, operating system and browser version of the visitor.

— Form & Button Conversions

This is a great tool to use if you want visitors to take a specific action, like sign up for a newsletter, contact you for a consultation, book an appointment, or request a quote. Form & Button Conversions helps you measure progress towards that goal and see how results change over time.

The panel measures views of your forms and buttons and how many submissions or clicks they receive. The percentage of views resulting in a click or submission is your conversion rate. You can see the overall conversion for your site and individual results for each form and button.

— Site Search Keywords

Note: This only applies if you have opted to have a search field on your site.

From this section, you can learn about:

What visitors search for on your site.
How well your content matches their search terms.
Content or products visitors want so you can make informed decisions about new updates
Ways to improve search results by adding headers, categories, tags, product descriptions, and other content targeting these keywords.

A note on Squarespace Analytics vs. Google Analytics

Two platforms have different ways of calculating site traffic, which explains slight discrepancies there might be between them. For example, Google Analytics counts your activity when you're logged in, while Squarespace Analytics excludes your activity. In Google Analytics, some data might be based on a sample size, while Squarespace Analytics always calculates data based on full visitor activity.

To learn more, visit Using Google Analytics with Squarespace.