What should I track in Squarespace Analytics?

Focus on three key metrics: traffic sources (where visitors come from), most popular pages (what content they engage with), and conversion rate (how many visitors take action). Squarespace Analytics shows all of this in the dashboard. Traffic sources tell you whether your visitors are finding you through Google search, social media, direct visits, or referral links — this helps you understand which marketing channels are actually working.

Your most popular pages report reveals what content resonates with your audience. If your blog post about kitchen remodel costs gets ten times more traffic than your general about page, that tells you to create more content about remodeling costs and related topics. If your services page has a high bounce rate, it might need clearer content or a more compelling call to action. Use page-level data to identify your best-performing content and double down on what works.

For service businesses, the most important metric is form submissions and contact actions. Set up conversion tracking in Google Analytics to count how many visitors submit your contact form, click your phone number, or book an appointment. Then work backward — if your site gets 1,000 visitors per month and 20 contact form submissions, your conversion rate is 2 percent. Improving that to 3 percent through better CTAs and page design gives you 50 percent more leads without any additional traffic.