What Squarespace Analytics Shows (and What It Doesn't)

Squarespace Analytics gives every plan a Traffic panel and a Search keywords panel, but the Sales panel and some of its detail don't show up on Basic, or until your site is connected to a payment processor. It's a built-in reporting platform, not a plugin — Squarespace describes it as "our reporting platform that gives you insight into how your site is performing" (Squarespace, "Squarespace Analytics", checked September 2026). Here's what each panel shows, what's gated by plan, and how far back the numbers go.

What is Squarespace Analytics, and who can see it?

Squarespace Analytics lives inside the site dashboard as a set of panels covering visitor and sales data — "visual reports on statistics like pageviews, conversion, sales, referrers, and bounce rate," per the same overview article. Two access details matter first:

• Permissions. Only "site owners and contributors with administrator and reporting permissions" can view analytics — a contributor without that specific permission grant won't see the panel at all, regardless of plan.
• Refresh delay. Data isn't live. Squarespace states plainly that "data in analytics can take up to three hours to refresh," so a sale or visit you just recorded won't show up immediately.

Which panels does every plan get, and which are gated?

Squarespace's own panel index groups them into three categories — Traffic, Engagement, and Sales — and which ones you see "depends on your setup and the billing plan you signed up on" (Squarespace, "Understanding your Squarespace Analytics panels", checked September 2026). The clearest line sits between Basic and everything above it:

Squarespace's help center confirms the practical effect of upgrading rather than losing history: "analytics panels will display historical data, even if you upgrade your site" (Squarespace) — so moving from Basic to Core doesn't reset what Squarespace has already recorded, it just unlocks the panels that were hidden before. If you're deciding which plan to buy in the first place, our Squarespace pricing guide covers what Basic, Core, Plus, and Advanced cost and unlock beyond analytics.

What does the Traffic panel actually measure?

The Traffic panel is the one every plan gets in full, and it tracks three specific numbers, defined precisely in Squarespace's help article (Squarespace, "Traffic analytics", checked September 2026):

• Visits — "the number of single browsing sessions by individual visitors."
• Pageviews — "how many actual page requests your site received."
• Unique visitors — "an estimate of the total number of visitors that reached your site."

Those three numbers answer different questions: pageviews will always run highest since one visit can include several page loads, while unique visitors is the closest measure of actual distinct people. "The Traffic panel is available in all plans," so this baseline view doesn't depend on what you're paying.

What does Traffic sources show, and how does it change by plan?

Traffic sources shows "where visitors are coming from and which referrers are the most valuable to your site or online store" (Squarespace, "Traffic sources analytics", checked September 2026) — breaking visits down by channel: direct, email, referral, social, search, and paid. Squarespace is explicit that the panel itself "is available in all plans, but the data you see depends on your plan": on Basic, you see traffic broken down by visit count alone across those channel categories. On Core and above, the same panel adds revenue, orders, conversion rate, average order value, and revenue per visit against each channel, and splits paid traffic further into display ads, paid search, and paid social. In other words, Basic tells you which channels send visitors; Core and up tell you which channels actually make you money.

What does Search keywords show, and where does the data come from?

This panel answers a different question than Traffic sources: not which channel sent someone, but which words they searched. It's available on every plan and pulls from two separate sources shown as tabs (Squarespace, "Search keywords analytics", checked September 2026):

• Google tab — data pulled from Google Search Console once you've connected it, showing results "up to 16 months ago." Metrics include total clicks, total impressions, average click-through rate, and average position.
• Other search engines tab — traffic from non-Google engines such as Bing and DuckDuckGo, tracked directly by Squarespace rather than through Search Console. Searches 80 characters or longer aren't included here.

The keyword table itself caps out at "results for up to 200 keywords." Because the Google tab depends on a live Search Console connection rather than Squarespace's own tracking, it's the one panel on this list you have to actively set up before it shows anything — covered below.

What does the Sales panel show, and which plans get it?

Sales is the one panel with a real plan wall. It surfaces "key statistics like revenue from sales and donations, order volume, and conversion," tracked across six figures: revenue, units sold, checkout count, orders, conversion rate, and average order value / revenue per visit (Squarespace, "Sales analytics", checked September 2026). It doesn't appear at all on Basic, and on the plans above it, it only populates once your site is connected to a payment processor — a store with no processor connected won't show sales data even on a plan that supports the panel. Two limitations worth knowing before you rely on it: the documentation states "Analytics doesn't factor in refunds at this time," and gift card sales don't appear in Sales analytics at all. If commerce reporting is the reason you're comparing plans, our Squarespace ecommerce guide covers the transaction fees and product types behind those numbers.

How far back does the data go, and how often does it refresh?

Across Traffic, Traffic sources, and Sales, Squarespace's help pages state data is "available starting from January 2014" for accounts running that long — a starting point, not a claim that your own history is complete if your site is newer. Donations tracking only goes back to June 2024, a much shorter window. On top of that, remember the three-hour refresh delay: even today's numbers won't be current the moment a visit or sale happens.

How do I connect Google Analytics and Google Search Console?

Squarespace's own analytics don't replace GA4 or Search Console — they sit alongside them, and Squarespace documents built-in connection points for both rather than requiring you to paste in tracking scripts yourself.

Google Analytics (GA4): open the Developer tools panel, click External API keys, and enter your GA4 measurement ID — the code that starts with "G-" — in the Google Analytics account number field, then save (Squarespace, "Using Google Analytics with Squarespace", checked September 2026). Squarespace states "it may take up to 24 hours for site statistics to populate in Google Analytics" afterward. One version-specific catch: on a 7.0 site built with a template that uses Ajax loading, Squarespace's own documentation says "Google Analytics won't register all of your site traffic" — worth checking if your GA4 numbers look low against Squarespace's own Traffic panel.

Google Search Console: this is what feeds the Google tab in the Search keywords panel above, and Squarespace has you start the connection from inside that panel rather than from Search Console itself. Squarespace's verification guide lays out the steps: open the Analytics panel, click Search keywords, click Connect in the panel's pop-up, sign into the Google account you want to use, and review and allow the requested permissions (Squarespace, "Verifying your site with Google Search Console", checked September 2026), then "wait 72 hours for the data to populate." Two things block verification entirely: a trial site, since trial sites are "hidden from search engines," and a site-wide or homepage password, since a password there "prevent[s] Google from indexing your content." If you moved a domain to Squarespace recently, the same guide recommends waiting 48 hours after connecting it before verifying.

What Squarespace Analytics doesn't do

A few gaps are worth naming before you build a report around them: it doesn't reconcile refunds against revenue, so a Sales total can overstate real revenue on a site with returns; it doesn't show gift card sales at all; and the Google side of Search keywords only reaches back 16 months, well short of what a longer-retention GA4 property might hold. None of it is real-time, either — between the refresh delay and Search Console's population window, don't expect same-day answers. For the SEO controls that actually move these numbers over time, see our Squarespace SEO settings guide.

Where does Figment fit in?

Nowhere directly — Figment publishes a website from a Figma design through its Figma plugin; it has no built-in analytics platform, store, or Search Console integration of its own to compare against what's described here. If Squarespace's reporting and commerce analytics are what you need, Squarespace's own plans are the right comparison, not Figment.

Bottom line: every Squarespace plan gets Traffic, Traffic sources, Search keywords, and Geography; Sales and its related commerce panels need Core or above plus a connected payment processor. Data starts from January 2014 where your site's history allows it, refreshes on a three-hour delay, and the Google side of Search keywords only covers the trailing 16 months — connect GA4 and Search Console if you need a longer or more detailed picture than Squarespace's own panels provide.