
How to View and Analyze Website Traffic Analytics in Squarespace
Traffic analysis helps you understand your website's performance through three key metrics: visits, page views, and unique visitors. Here's what each means and how to track them effectively:
Key Performance Indicators (KPIs)
Unique Visitors
- Represents total individual visitors to your site
- Tracked via a 2-year browser cookie
- Best metric for measuring audience size and loyal readership
- Note: Cleared cookies or different browsers count as new unique visitors
Visits
- Represents single browsing sessions
- Tracked by a 30-minute cookie
- Sessions terminate at midnight
- Multiple visits possible from same user after 30 minutes
- Useful for measuring site engagement

Traffic statistics chart Squarespace
Page Views
- Counts actual page requests
- Includes:
- Unlinked pages
- Collection items
- Password-protected pages (after access)
- Excludes:
- Image URLs
- Scripts
- 404 pages
Index Page View Tracking
- Main Index Page access: counts as Index view
- Direct subpage URL access: counts as individual page view

Website traffic chart
Additional Analytics Features
- Interactive line chart showing trends
- Visits breakdown by:
- Device type (mobile, desktop, tablet)
- Traffic source
- Browser
- Operating system
Important Note: Chrome's "Do Not Track" setting may affect analytics accuracy, potentially inflating some metrics as each page visit is recorded separately.
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