How to Set Up GA4 Key Event Tracking in Squarespace (For Therapy Practices)

Many therapy practice websites get traffic, but don’t measure what happens next. Someone fills out your contact form or books a consultation call, and the only record is the email that lands in your inbox.

This makes it hard to know which marketing efforts are working. You can see how many people visited your website last month, but you can’t tell if those visitors came from a Google search, your Psychology Today profile, or a local directory listing. You don’t know if your SEO investment is turning into client bookings or just pageviews.

Key event tracking solves this. It tells you when someone takes a desired action on your website and whether they came from organic search, Psychology Today, social media, or another source. For therapy practices, those desired actions are usually contact form submissions, phone clicks, and consultation bookings.

Squarespace makes basic key event tracking straightforward once you know where to look. This guide walks through the setup process and explains why tracking these events matters for your practice.

Why Key Event Tracking Matters for Therapy Practices

Therapy practices operate differently from e-commerce stores. You can’t track revenue directly because consultation calls don’t happen on your website. You also can’t solicit Google reviews from clients the way other service businesses can, which means your website and organic search become even more important for attracting new clients.

When you track key events, you can answer questions about your practice growth. Which pages lead to the most consultation requests? Is your blog generating contact form submissions or just traffic? Are people finding your services page through Google search? Do visitors from Psychology Today convert at a higher rate than other sources?

Without key event tracking, you’re making decisions based on traffic numbers alone. Traffic matters, but what people do once they arrive matters more.

What Counts as a Key Event

A key event is any action that moves someone closer to becoming a client. For most therapy practices, these include contact form submissions, phone number clicks on mobile, consultation booking submissions, and newsletter signups if you use email for client education.

The specific events you track should match how people typically contact you. If most consultation requests come through your contact form, that’s your primary key event. If people usually call directly, phone clicks matter more.

Setting Up Form Submission Tracking in Squarespace

Squarespace automatically creates events when someone submits a form, but those events need to be connected to Google Analytics before you can see them.

Step 1: Connect Google Analytics 4 to Squarespace

Go to Settings > Analytics > Google Analytics and add your GA4 Measurement ID. This ID starts with “G-” and is formatted as G-XXXXXXXXXX.

If you haven’t created a GA4 property yet, you’ll need to do that first in your Google Analytics account. Squarespace supports only GA4, not the older Universal Analytics.

Step 2: Enable Enhanced Measurement in GA4

Ensure Enhanced Measurement is enabled. This instructs GA4 to automatically track events such as scrolling, outbound clicks, and file downloads.

Step 3: Mark Forms as Key Events

When someone submits a Squarespace form, GA4 records the event as “form_submit”. But GA4 doesn’t know this is important to you unless you mark it as a key event.

In GA4, go to Admin > Events. You should see “form_submit” in the list (it may take a few hours to appear after someone submits a form for the first time).

Click the toggle under “Mark as key event” next to form_submit. Google changed the name from “conversions” to “key events” in 2024, so some older tutorials may use different terminology.

Now GA4 will count form submissions as key events and include them in your conversion reports.

Step 4: Check That It’s Working

Submit a test form on your website. Then go to Reports > Realtime in GA4.

You should see the form submission event appear within seconds. Look for “form_submit” under the Event count by Event name section in the real-time report.

Once the event appears in real time, you can also check Reports > Engagement > Events. If you marked it as a key event, you’ll see it under Reports > Engagement > Conversions. GA4 still uses “Conversions” as the report name even though individual items are now called “key events.”

If the event doesn’t appear in the real-time report, verify that your GA4 Measurement ID is correct in Squarespace and that Enhanced Measurement is enabled in your data stream settings.

Tracking Phone Number Clicks

Many therapy practices receive consultation requests by phone, especially from mobile visitors.

Squarespace doesn’t automatically track phone clicks as events, but you can set this up by adding a small piece of code to your site using Squarespace’s built-in Code Injection feature.

Go to Settings > Advanced > Code Injection and add this to the Footer:

html

<script>
document.querySelectorAll('a[href^="tel:"]').forEach(function(link) {
  link.addEventListener('click', function() {
    if (typeof gtag !== 'undefined') {
      gtag('event', 'phone_click', {
        'event_category': 'contact',
        'event_label': link.href
      });
    }
  });
});
</script>

This code tells GA4 to record an event called “phone_click” whenever someone clicks a phone number link on your site.

After adding this code, test it by clicking a phone number on your site from a mobile device. Check the real-time report in GA4 to confirm the event appears.

Once confirmed, go to Admin > Events in GA4 and mark “phone_click” as a key event.

What These Key Events Tell You

Once key event tracking is set up, you can start seeing patterns.

Go to Reports > Acquisition > Traffic Acquisition in GA4. This report shows where your visitors came from and how many key events each source generated.

For a therapy practice, you might see something like this: Organic Search brought 45 sessions with 8 form submissions, Direct traffic delivered 32 sessions with 5 form submissions, and Psychology Today referrals generated 18 sessions with 4 form submissions.

This indicates that organic search drives the most consultation requests, even though direct traffic has decent volume. You can use this information to decide where to focus your marketing efforts.

You can also look at Reports > Engagement > Pages and Screens to see which pages lead to the most key events. If your “Anxiety Therapy” service page converts well but your “Depression Therapy” page doesn’t, that’s helpful information. The depression page may need clearer calls to action or more information about your approach.

Common Issues Therapy Practices Run Into

Form submissions aren’t showing up as events

Check that your GA4 Measurement ID is correct in Squarespace settings. The ID should start with “G-” not “UA-“. UA properties are the old Universal Analytics and won’t work.

Also, verify that Enhanced Measurement is turned on in your data stream settings.

You see “form_submit” events, but don’t know which form was submitted

By default, Squarespace doesn’t distinguish between different forms. If you have multiple forms on your site (contact form, newsletter signup, consultation request), they all trigger the same “form_submit” event.

You can work around this by examining the page path where the key event occurred. If someone submits a form on your “/contact” page, you know it was your contact form.

For more detailed tracking, you’ll need to use Google Tag Manager, which lets you create separate events for each form based on the form’s CSS class or ID.

Key events are attributed to “Direct” traffic

This usually happens when people enter your URL directly or click a link without referrer information. It can also occur when someone clicks a link in an email client or navigates from a secure HTTPS site to an HTTP site, though this is less common now.

Some direct traffic is unavoidable. However, if your direct traffic percentage is high (over 30%), it may indicate that links in your email newsletter or other marketing materials aren’t properly tagged with UTM parameters.

Setting Up Automated Monthly Reports

GA4 lets you schedule reports to be emailed automatically, making regular reviews easier.

Go to any report in GA4, like Traffic Acquisition or Conversions. Click the share icon in the top right corner and select “Schedule email.”

Set your frequency to monthly and select a consistent day of the month, such as the 1st or 15th. PDF format works well for quick review. Add your email address and save.

Now you’ll get a report delivered to your inbox each month showing your key traffic sources and conversion data. This makes it easier to spot trends without having to remember to log in and check manually.

Making This Information Useful

Key event data is only valuable if you do something with it.

When you receive your monthly report or log into GA4, look at your total key events for the month compared to previous months. See which traffic sources generated those events. Notice which pages led to the most form submissions. Track whether your conversion rate is improving or declining.

If you notice that blog posts about specific topics (like trauma therapy or couples counseling) drive more consultation requests than others, write more content on those topics. Keep in mind that blogging often builds topical authority and demonstrates expertise, rather than directly generating consultation requests. If blogging is part of your practice strategy, consistency matters more than immediate conversion data. The long-term benefit comes from establishing expertise in your specialty areas.

If organic search is driving key events but social media isn’t, you might focus more on SEO and less on Instagram posting.

The goal isn’t to have perfect data. The goal is to make slightly better decisions about where to spend your time.

What This Looks Like in Practice

A therapist in Austin was getting about 250 website visitors per month but only 2-3 consultation requests. They couldn’t determine whether the issue was traffic quality or a website issue.

After setting up key event tracking, they discovered that visitors to the “EMDR Therapy” service page submitted consultation forms at twice the rate of visitors to her general therapy services page. Organic search was driving most of those EMDR page visits.

They started writing blog posts about EMDR and trauma. Within six months, EMDR page traffic doubled, and consultation requests increased to 6-10 per month.

The data didn’t tell them what to do. But it showed her which parts of their website were performing well and which topics attracted people ready to schedule consultations.

Next Steps

If your Squarespace site isn’t tracking key events yet, start with form submissions. That’s the most important event for most therapy practices and takes about 15 minutes to set up.

Once that’s working, add phone click tracking if you get calls from mobile visitors. Set up a monthly report schedule so you don’t have to check your data manually. Then review your key event reports monthly to see which marketing efforts are generating consultation requests.

If you want help setting up key event tracking, interpreting GA4 reports, or improving conversion rates on your therapy practice website, contact Garrett Digital.