How to Identify Website Visitors on Squarespace (For Home Service Businesses)
Key Takeaways
- At 3% conversion, 970 out of 1,000 visitors disappear without a trace
- Capturing just 5-10% of lost traffic could double your monthly leads
- Squarespace form analytics only help with the 3% who submit - not the 97% who don't
- Homeowners searching 'drain cleaning near me' are comparing options - you have hours, not days
Squarespace makes it easy to build a professional website. Clean templates, simple editing, built-in analytics.
But when it comes to knowing who’s actually visiting your site? Squarespace shows you traffic numbers… not the homeowners behind them.
For home service businesses, this is a problem. You’re paying for SEO, running ads, building your online presence. People are finding you. But unless they fill out a contact form or pick up the phone, you have no idea who they are.
This guide breaks down what Squarespace tracking actually shows you, where the gaps are, and how home service businesses can identify the anonymous visitors that standard analytics miss.
What Squarespace Analytics actually tracks
Squarespace has built-in analytics that cover the basics:
- Traffic overview - Visits, unique visitors, pageviews
- Traffic sources - Direct, search, social, referral
- Geography - Country and region of visitors
- Popular content - Which pages get the most views
- Form and button conversions - How many people submit forms or click key buttons
You can also connect Google Analytics for deeper insights into user behavior, session duration, and conversion paths.
For understanding trends, this works. You can see if traffic is growing, which pages perform best, and where visitors come from.
What you can’t see: who those visitors actually are.
The problem with anonymous traffic on Squarespace
Squarespace tells you that 500 people visited your site last month. It tells you 200 of them looked at your plumbing services page.
It doesn’t tell you:
- Which homeowners visited
- What addresses they live at
- How to follow up with them
For home service businesses, this is the gap that matters.
A homeowner searches “drain cleaning near me,” lands on your Squarespace site, reads about your services, and leaves. Maybe they got distracted. Maybe they’re comparing options. Maybe they’ll call later… but probably won’t.
Squarespace Analytics records that session. But the homeowner? They’re just another anonymous data point.
Why Squarespace wasn’t built for this
Squarespace is a website builder. It’s designed to help you create and publish a professional site, not identify the people visiting it.
The platform doesn’t offer:
- Visitor identification at the individual level
- Integration with homeowner databases
- Physical address matching
- B2B-style company identification (not that this would help home services anyway)
This isn’t a knock on Squarespace. It’s just not what the platform does. For visitor identification, you need additional tools.
What homeowner identification looks like on Squarespace
Adding homeowner identification to your Squarespace site means:
- A lightweight script runs on your pages (similar to Google Analytics)
- Anonymous visitors are matched against homeowner databases
- You get real identities and physical addresses for high-intent visitors
- That data flows into your CRM or outreach tools
The homeowner who browsed your AC repair page for three minutes? Now you know their name and address. You can send a postcard, trigger a follow-up, or add them to a nurture campaign.
PipelineOn is built specifically for home service businesses. It identifies homeowners - not companies or LinkedIn profiles - and connects their website activity to real-world data you can act on.
How to think about Squarespace tracking as a home service business
Here’s a practical framework for tracking on Squarespace:
| What you need | What Squarespace provides | What you need to add |
|---|---|---|
| Traffic trends | Yes (built-in analytics) | - |
| Behavior insights | Partial (add Google Analytics) | - |
| Form conversions | Yes | - |
| Visitor identity | No | Homeowner identification |
| Physical addresses | No | Homeowner identification |
Most Squarespace users stop at the first three rows. The bottom two are where high-intent demand gets captured instead of lost.
The math on Squarespace conversions
Let’s say your Squarespace site converts 3% of visitors into form submissions or calls. That’s typical for home services.
If you get 1,000 visitors a month:
- 30 become contacts
- 970 leave without a trace
Some of those 970 visitors were just browsing. But many had real intent. They were actively looking for help in their area.
Standard Squarespace tracking counts them as sessions. Homeowner identification turns them into contacts you can follow up with.
Even capturing 5-10% of that lost traffic could double your monthly leads - without spending more on ads or SEO.
Common questions about tracking visitors on Squarespace
Can I install third-party tracking on Squarespace?
Yes. Squarespace supports custom code injection, so you can add scripts like Google Analytics, Facebook Pixel, or homeowner identification tools.
What about Squarespace’s built-in form analytics?
Form analytics tell you how many people submit forms. They don’t help with the 95%+ of visitors who never fill anything out.
Does this work with Squarespace 7.1?
Yes. Code injection works on all current Squarespace versions.
Where to go next
Squarespace gives you a solid foundation for your online presence. But like most website builders, it doesn’t solve the fundamental problem: most visitors leave without becoming leads.
For home service businesses, the opportunity isn’t just getting more traffic. It’s capturing the intent that’s already there.
Learn more about why most leads are lost after visitors arrive - and how measuring intent and lead capture changes the equation.
Written by
Pipeline Research Team