What is Squarespace Analytics and WHY should you Track your Traffic? 

What are Squarespace analytics and why should you track your traffic?.png

What is Squarespace Analytics and WHY should you Track your Traffic? 


ANALYTICS > the systematic computational analysis of data or statistics. 

In layman's terms, it is the reporting platform that gives you insight into how your site is performing.

Using this amazing tool built right into your Squarespace site you are able to get a clear picture of your visitors behavior with visual reports on statistics like

  • Page views

  • Conversion

  • Sales

  • Referrers

  • popular content

  • What is popular

  • Where people are finding you from

  • Track how your business is doing by tracking its growth.

  • Data in Analytics can take up to 60 minutes to refresh.


Keep track of when you make big changes to your site or content to see how your data responds.

EXAMPLESay you do an Instagram post or campaign that you want to track.

Go into your Analytics settings to see how well you drove traffic to your site, where it came from, and when it happened. 

Here is my week to date in popular content + traffic overview. These are my 2 main examples of focuses to check as you go.


Behind the Scenes of Squarespace analytics.gif


the artist playbook | analytics


the artist playbook | analytics

Pretty cool, huh! Have fun tracking all your hard work and see how your marketing pays off. As well as your popular content. 

Over and out!



Analytics glossary


AOV, or Average Order Volume, is the average revenue earned per order, or Revenue ÷ Orders.


An estimate of the total number of visitors that reached your site in the selected time period. We track this number using a browser cookie created when a visitor first visits your site. This cookie lasts for two years. Unique Visitors is a good measure of your loyal audience and readership.

Every time a visitor clears their cookies or opens your site from a different browser, Analytics counts their first new visit toward Unique Visitors.

In earlier versions of Analytics, Unique Visitors was called Audience Size.


In the Referrers and Traffic Sources panels, Direct represents when someone typed your URL directly into their browser, rather than coming to your site from another page.

If this number appears inflated, it could be because some of those visits are from you visiting your site without logging in. When you're logged in, your activity doesn’t count toward visits. However, when you're logged out, we have no way to identify that the visit is you, so those visits can count as Direct, or as a different source if you clicked to your site from somewhere else without logging in, like your Facebook page.


Conv. Rate, or Conversion Rate, is the percentage of visits converted into orders, or Orders ÷ Visits. Conversion Rate is a good indicator of how you’re converting interest into purchases. For a deeper look into conversion rates, use Purchase Funnel.


In RSS Subscribers, Individual represents specific visits to your site’s RSS feed URL. It can also include instances where we can’t detect a visitor’s specific feed reader.


In Search Engine Queries, Not provided represents search activity that Google and other search engines hide from third-party platforms like Squarespace to keep search more secure. Google only shares specific queries resulting in clicks on your paid search ads.

If Not provided has a high page view count, you might infer that most of this combined search traffic is actually from Google searches. Due to Google’s search security practice, there’s no way to see what those terms are from the Squarespace interface. Instead, we recommend using Google Search Console to see more search terms visitors are using to find you.


Orders represents the total number of completed orders. Since some orders may contain multiple products, this number can be lower than Units Sold.


A record of page requests on your site. Requests for specific image URLs or other scripts don’t count toward this number—only full page loads do.


Revenue represents the total revenue value of all orders in the selected time filter.

  • Revenue is the sum of all subtotals and excludes costs like shipping fees and taxes.

  • In panels except Sales Overview, discounts on subtotals are subtracted from the revenue number. Discounts aren't excluded from Revenue data in Sales Overview.

  • Analytics doesn’t factor in refunds at this time.

  • The large number at the top is rounded up or down.

  • The number beneath it is the actual revenue.


RPV, or Revenue Per Visit, is Revenue ÷ Visits, or the average revenue generated per visit—even visits that didn’t result in a purchase. Many companies who do paid marketing use this as a benchmark for how much to spend per visit and for measuring marketing ROI.


In RSS Subscribers, Subscribers represents the number of times an RSS feed or post within the feed was accessed in the selected time filter. It doesn’t represent the actual number of subscribers to your RSS feed.

Units Sold

Units Sold represents the total number of products sold. Since some orders may contain multiple products, this number can be higher than Orders.


A single browsing session by the same visitor. A visit can encompass multiple page views. Visits are a good measure of attention on your site, as they correlate with a single browsing session and are frequently used in marketing applications.

We tracks visits with a browser cookie that expires after 30 minutes. Any hits within that 30-minute browsing session count as one visit. This means that one person can count as multiple visits in a day if they come to your site more than once.