I watched the new Google Analytics 4 Squarespace integration screencast by Squarespace and Google folks. I’ll update this as more info is available and I have more time to investigate. Until then here’s a quick summary.

What’s GA4 all about?

It’s the new version of Google Analytics. It’s focusing on privacy, artificial intelligence (machine learning) and tracking both websites, apps and more all in the one product.

Machine learning

Interesting example of the AI is it’s ability to predict whether a specific users will leave your site and not come back, or convert (buy). This can be combined with audience targeting to bring back the most valuable users, those most likely to convert. For example show a coupon to visitors who based on the machine learning, are close to conversion and thus the best audience to remarket to.

When is Google Analytics 4 coming to Squarespace?

GA4 Coming mid Q4 to Squarespace via built-in integration. That means, it should be out in a few weeks.

Do I need to use Google Tag Manager?

Nope. Built-in integration.

Can / should I start using it? Should I remove Universal Analytics

You can and should use both for now.

Just add the GA4 tracking code and the Universal Analytics tracking code to Squarespace.

What does the tracking code look like?

New GA4 Measurement ID format G-RNZHQY1V45
It replaces the current Universal Analytics format UA-G3462341

Should I use Google Analytics or Squarespace Analytics?

Use both.

Squarespace Analytics is easier and more simple to start with. Use Squarespace analytics for everything it can do. When you have extra questions and want to dig deeper, look inside Google Analytics to find answers to those questions. Analytics can seem a bit intense so move gradually from Squarespace Analytics to Google Analytics in your own pace.

Can I see Google Analytics 4 data inside Squarespace?

Data will only be available in Google Analytics. This is one way integration from Squarespace to Google Analytics.

Will the GA4 Analytics implementation support tracking throughout the checkout process? (i.e. abandoned carts, abandoned checkouts)

No. Only the purchase event is tracked. Squarespace could implement this as GA4 supports it. It’s impossible to do this manually as we do not have access to add any code to the checkout.

Does GA4 Squarespace integration track product views, add to cart etc?

Again, no. Regarding ecommerce only the purchase event is tracked, like in current Universal Analytics integration of Squarespace. You could track these in GA4:

Click on a promotion.
View of item impressions in a list.
Click on an item in a list.
View item details.
Add item(s) to cart.
Add item(s) to a wishlist.
Remove item(s) from the cart.
View the contents of the shopping cart.
Initiate the checkout process.
Add shipping info during the checkout flow.
Add payment info during the checkout flow.
Purchase items that were checked out.
Refund one or more items.

However – these would require custom tagging and are not tracked automatically – at least not yet.

What does the new GA4 e-commerce tracking track on Squarespace

It’s very simple. It tracks same as universal analytics did:

Order ID
Purchase total (includes shipping) received
Customer's city, region, and country
Product name
SKU

What events does GA4 track automatically?

Click - each time a user clicks a link that leads away from the current domain

file_download - when a user clicks a link leading to a file (with a common file extension) of the following types:
document
text
executable
presentation
compressed file
video

first_visit - the first time a user visits a website

page_view - each time the page loads or the browser history state is changed by the active site

scroll - the first time a user reaches the bottom of each page (i.e., when a 90% vertical depth becomes visible)

session_start - when a user engages the app or website

user_engagement - webpage is in focus for at least one second

video_complete when the video ends

video_progress - when the video progresses past 10%, 25%, 50%, and 75% duration time. For embedded YouTube videos that have JS API support enabled.

video_start - when the video starts playing

view_search_results - each time a user performs a site search, indicated by the presence of a URL query parameter

Will we be able create custom conversions in Squarespace?

Yes. But it needs custom code or Google Tag Manager.

Benefits

Better privacy controls.

New Machine Language driven insight and prediction capabilities. Analytics normally say what has happened, GA4 will tell you what will happen if these trends continue. It can use AI to determine the likelyhood of specific visitors to convert or leave, and you can use these segments for retargeting the visitors most likely to convert – use a coupon – or maybe not since they’re very close to conversion.

Better reporting. More specific and easier reports.

How to add GA4 to Squarespace?

Starting january 30th 2022 you can now add the GA4 code to External API Keys. You can add either GA4, Universal analytics or both. Just separete the IDs by a comma like this

If you need help with Google Analytics and Squarespace, hit me up @hire

-Fenix

Squarespace and Google Analytics 4 – Everything you need to know