I get it. You have a great-looking Squarespace site that took you a lot of time and effort to set up, and now you are ready to start implementing some tools to make the most out of it.

Google Tag Manager will be your best ally for that objective, but before we get into how you set it up, let's recap just for a moment.

Table of contents

  1. What is Google Tag Manager?
  2. How to setup Google Tag Manager for Squarespace
  3. How does Google Tag Manager Work?

1. What is Google Tag Manager?

As the name says, is a tool that allows you to easily and quickly manage all the tags on your site (obviously!).

But then...

What is a tag?

A tag is a piece of code provided by a software vendor that, if you place it in the right place of your website, allows you to integrate their solutions to your site.

For example, using Google Tag Manager you'll be able to integrate Google Analytics, which is a free tool provided by Google that allows you to deeply examine your traffic and users.

Where they come from (if a paid or organic channel), what do they do on your site, where do they get frustrated or stuck... It's a pretty cool tool to have, really.

So, the basic concept is that **Google Tag Manager** allows you to easily create and manage all the **tags** on your site.

This way, you can avoid the need of understanding code or paying someone to do it, and you make sure you won't mess up your beautiful Squarespace Website.

Now, without further ado, let's start with the setup!

2. How to setup Google Tag Manager for Squarespace

There are two steps for setting up your Google Tag Manager account:

  • a) Create a Google Tag Manager Account
  • b) Connect the account with your Squarespace site

a) How to create a Google Tag Manager Account

  1. Go ahead and visit Google Tag Manager’s website.

If you have a Gmail account set as default, Google will use it to start the setup, so make sure you are using the right one!

  1. Now, click Create Account

  2. Fill in all the blanks with the data related to the name and location of your business, and the URL of your website. Also, mark the Web option as the Target Platform.

  3. Hit Create.

  4. Accept the terms of service: I recommend you take the time to read it all, and also make sure you check the box on the bottom that talks about GDPR to avoid problems in the future.

And that’s it!

Now, let’s integrate it into your Squarespace site.

b) How to connect the GTM account with a Squarespace site.

Now, if you managed to properly create your Google Tag Manager account -which I belive you did- the first thing you should be seeing there is a pop-up that shows you your <head> and <body> tags. Don't close that because we are going to need it in a moment.

If for any reason you closed that tab, don't worry, you can always go back to it by clicking on your Tracking ID:

Now is when you start to feel like a hacker:

  1. On your Squarespace Dashboard, click Settings>Advanced>Code injection

That's how you access the place you have to paste the GTM tags into.

  1. Go to your Google Tag Manager dashboard, copy and paste the <head> and <body>tags in their corresponding box on the "Code injection" tab on Squarespace, one at a time:

There you have it.

Now let's take a look at what you need to know to start operating **Google Tag Manager** correctly:

3. How does Google Tag Manager Work?

While Google Tag Manager makes it easier to operate tags on your site, it has some previous knowledge you need to understand to really use all its potential.

Don't worry, it is not difficult to get:

There are three main labels in Google Tag Manager: Tags, Triggers, and Variables.

We already talked about Tags, right?

They are pieces of code you need to install on your site to take advantage of other tools in your site.

So, 1 done, 2 to go.


Tags will be fired only when a certain event occurs (and is detected). An "event" is just a certain action that occurs on your site and is related to a user. For example, clicking a button, or even just loading a page.

The tag isn't able to know when an event is triggered, and that's why triggers exist. So, tags and triggers go together, meaning that you¿ll need to create a trigger every time you create a tag.

Last but not least,


These give precision to the Tags and Triggers combo.

The variable both tell the trigger exactly when it needs to tell its tag to fire, and the tag what type of data it must collect.

And that wraps it up! These concepts will be more than enough to get you started, and if you have any specific questions or issues, what can't Youtube solve? Am I right?

Connecting Google Tag Manager to your Squarespace site will certainly help you take your skills to the next level, and really squeeze what your Squarespace site has to offer.

Next steps

Keep improving your Digital Marketing skills. Learn how you can easily optimize the conversion rate of your Squarespace landing page by A/B testing it with AI.
How to do A/B testing on Squarespace