Managing analytics, marketing, and tracking tags on your website can feel overwhelming, especially if you’re not comfortable with code. Google Tag Manager (GTM) simplifies this process by letting you install, edit, and manage tracking scripts without modifying your Squarespace website’s code.
In this guide, we’ll show you how to install Google Tag Manager on Squarespace, add tracking tags like Google Analytics, and optimize your setup for better website performance and marketing insights.
What is Google Tag Manager, and Why Use it on Squarespace?
Google Tag Manager (GTM) is a free tool from Google that allows you to manage multiple tracking codes from a single dashboard. Instead of manually adding different scripts to your website, GTM lets you control everything in one place.
For Squarespace users, GTM provides:
- Easy script management – Add, remove, or update tracking codes without editing website code.
- Google Analytics & other integrations – Seamlessly connect tools like Google Analytics 4, Facebook Pixel, and Google Ads.
- Better website performance – Reduces redundant code injections, improving load times.
- Custom tracking – Track conversions, button clicks, form submissions, and more.
Since Squarespace does not offer built-in GTM support, manually installing it allows you to gain more control over analytics and marketing tracking.
Setting Up Google Tag Manager for Your Squarespace Website
Before adding GTM to your website, you need to create an account and set up a container. The container acts as a hub where all your tracking tags will be managed.
Step 1: Create a Google Tag Manager Account
Follow these steps to set up your GTM account:
- Go to Google Tag Manager and log in with your Google account.
- Click "Create Account" and enter your business details.
- Choose your country and enter your website domain as the container name.
- Select "Web" as the target platform.
- Accept the GTM terms and click "Create".
After setup, GTM will generate two snippets of code that you need to add to your Squarespace website.
How to Install Google Tag Manager on Squarespace
Since Squarespace does not have direct GTM integration, you must manually insert the GTM code into your website.
Step 2: Add GTM Code to Your Squarespace Website
Follow these steps to install GTM:
- Log in to your Squarespace dashboard.
- Go to Settings > Advanced > Code Injection.
- Paste the first GTM snippet (inside
<head>) into the Header section. - Paste the second snippet (inside
<body>) into the Footer section. - Click "Save".
After saving, Google Tag Manager is now active on your Squarespace website.
How to Add Tracking Tags to Squarespace with GTM
With GTM installed, you can now add tracking scripts to your website. This allows you to collect essential data on visitor behavior, conversions, and user engagement.
Step 3: Set Up Google Analytics with GTM
Google Analytics is one of the most important tracking tools. Here’s how to add it to Squarespace using GTM:
- Go to Google Tag Manager and click "Tags" > "New".
- Select "Google Analytics: GA4 Configuration" as the tag type.
- Enter your Google Analytics Measurement ID.
- Set "All Pages" as the trigger to track every pageview.
- Click "Save", then "Submit" and "Publish" your container.
After publishing, Google Analytics will begin collecting visitor data from your Squarespace website.
Other Useful Tracking Tags
Depending on your marketing goals, you may also want to add:
- Facebook Pixel – Tracks website visitors and optimizes Facebook Ads.
- Google Ads Conversion Tracking – Measures ad performance and conversions.
- Custom Event Tracking – Tracks form submissions, button clicks, and scroll depth.
Troubleshooting Google Tag Manager on Squarespace
If GTM isn’t working as expected, here are some common fixes:
- Verify code placement – Ensure GTM snippets are in the correct sections under Code Injection.
- Test in Preview Mode – Use GTM’s built-in Preview tool to check if tags are firing.
- Review trigger settings – If a tag isn’t working, check that the correct trigger is applied.
- Look for conflicting scripts – If you previously installed tracking codes manually, remove them.
Useful Links
Using Code Injection – Learn how to add custom code to your Squarespace website using the Code Injection feature, essential for integrating third-party tools like Google Tag Manager.
Adding Custom Code to Your Site – This guide provides instructions on safely adding custom code to your Squarespace website, enabling enhanced functionality and integrations.
Using Google Analytics with Squarespace – Understand how to connect Google Analytics to your Squarespace website for comprehensive traffic and behavior insights.
Using Meta Pixel with Squarespace – Learn how to add the Meta (Facebook) Pixel to your Squarespace website to track visitor interactions and optimize your Facebook ad campaigns.
Squarespace Developer Platform FAQ – Explore the Developer Platform for advanced customization options, including the ability to modify your site's code for deeper integrations.
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Conclusion
Google Tag Manager is a powerful tool for managing tracking scripts on Squarespace. By installing GTM, you can monitor visitor activity, track conversions, and optimize marketing efforts without touching website code.
With the right setup, GTM allows you to:
- Manage multiple analytics tools from one platform.
- Improve website performance by optimizing tag execution.
- Enhance ad tracking and remarketing with better audience insights.