How to Use Your Squarespace Website Analytics Each Month (In Less Than an Hour)
Yes, Even If You Usually Avoid the “Numbers” Stuff
Let’s be honest: most people either: a) completely ignore their website analytics or b) check them once, panic about the bounce rate, and never look again.
But here’s the deal: your analytics are literally telling you what’s working (and what’s wasting your time).
And no, you don’t need to spend hours or be a data nerd to get valuable insights.
I’ve got a quick monthly rhythm you can follow in less than an hour.
Ready to make your website data work for you instead of stressing you out?
Step 1: Block Time for It (Yes, Put It on the Calendar)
First things first: this needs to be a monthly habit, not a one-time thing. Set a recurring date in your calendar (I personally do the first Monday of every month) and call it something simple like “Website Analytics”.
Because if you don’t plan to do it, I promise you’ll keep pushing it to “later.” And later is code for “never.”
Quick story: One of my clients, a wedding photographer, set a recurring reminder to check her analytics but kept rescheduling it for three months. When we finally sat down to look, she realized her services page had been broken the entire time. Oops. One quick fix later, and inquiries came back the following week.
Step 2: What to Look At Inside Squarespace Analytics
Traffic Overview
How many people visited? Is it growing, flat, or dipped?
Look at the trend over the past 30 days. Small, steady growth is better than viral one-time spikes. Bonus tip: try changing the selected time period to compare month-over-month.
One of my course creator clients thought no one was visiting her site until she adjusted the date range. Turns out, her traffic had quietly doubled over the last quarter.
Traffic Sources
Where are people coming from? (Social media? Google? Somewhere else?)
This tells you what’s working and what may need more love. Example: If Pinterest is bringing 60% of your traffic, maybe focus on posting there more often.
I had a client who was pouring hours into Instagram. Turns out, almost all her traffic came from Google and a few podcast features. I recommended she shift her strategy and she wound up booking more clients the following month.
Most Viewed Pages
Which pages are people landing on most?
If your top page isn’t your homepage… what is? And is it optimized for conversion?
If you have a very popular blog post, you can create a freebie or service that goes along with that blog post to guide them further into your sales funnel.
A therapist I worked with had an old blog post titled “What Is Burnout?” that was pulling most of her site traffic. She added a “Book a Free Call” button right in the middle of the post and started booking clients weekly from that one page.
Popular Search Terms (If connected to Google Search Console)
What are people typing into Google before they land on your site?
Use these to brainstorm new blog topics, freebies, or service page updates. Search keywords often give you insight into what people actually want, not just what you thought they needed.
A health coach I support found that people were searching “what to eat before acupuncture” and landing on a tangential blog post. She wrote a full post about it and now gets steady traffic from that one query.
Bounce Rate / Engagement
How long are people staying? Are they clicking around or bouncing after one page?
If bounce rate is high, check the layout or CTA on that page. Consider if your full page loads properly on mobile, or if content feels disconnected from what they expected.
A nonprofit client was stressed over a 75% bounce rate. We realized their homepage was heavy on text and had no visual hierarchy. After we broke it into sections and added clearer CTAs, bounce rate dropped to 48% in one month.
Step 3: Plug It Into a Monthly Review Habit
Instead of trying to remember all this or write it on a Post-it that ends up in the washing machine, make it a real process.
You’ll be able to:
Track your monthly stats
See trends at a glance
Set mini goals without overthinking it
Actually make changes based on what the data says
One of my interior design clients used to dread analytics. But after setting a one-hour block and jotting down a few notes every month, she noticed a pattern: every time she posted kitchen content, inquiries went up. She started writing more of it, and booked out three months in advance.
Why This Matters (Even If You’re “Not a Numbers Person”)
You can design the prettiest site on the internet—but if it’s not bringing people in or converting, you’re just playing dress-up.
Checking your analytics each month helps you:
Know what content is performing
Decide what to improve (instead of guessing!)
It’s like having a monthly inventory on your storefront without needing to become a data scientist.
Your Analytics Game Plan
Block 1 hour a month to review your site analytics
Check your traffic, sources, top pages, and search terms
Make data-based decisions instead of throwing spaghetti at the wall
We can go over your Squarespace analytics in our custom website builds, and you’ll walk away with a brand new ready-to-use website and know exactly what to watch for in our custom website builds package. We also offer monthly website maintenance packages if you want to focus on your business, and let somebody else monitor all the data.
Frequently Asked Questions
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Log into your Squarespace account, go to the Home Menu, and click “Analytics.” You’ll find panels like Traffic Overview, Traffic Sources, and Popular Content to review how your site is performing.
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It depends on your goals, but generally, focus on traffic trends, traffic sources, and most viewed pages. These tell you where your audience is coming from and what they’re most interested in.
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Once a month is ideal for most small businesses. Setting a recurring time helps you build the habit without getting overwhelmed.
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A high bounce rate means visitors are leaving after viewing just one page. It could signal that your content isn’t engaging or your layout isn’t guiding them to take action.
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Yes, but only if you’ve connected Google Search Console. Once integrated, you’ll see what search terms people used to find your site.
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That’s actually normal. Often, blog posts or landing pages rank higher in search. Make sure those pages are optimized to convert new visitors.
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Look at your traffic sources first. You might need to reinvest in the platforms that used to bring the most traffic, or create more content around top-performing keywords or posts.
