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

This comprehensive guide addresses a common challenge for therapy practice websites: measuring meaningful client interactions rather than just traffic volume.

Why Key Event Tracking Matters

Therapy practices need different tracking than e-commerce businesses since consultations happen offline. Without key event tracking, you’re making decisions based on traffic numbers alone when conversion patterns matter more.

Understanding which pages and traffic sources actually lead to consultation requests is far more valuable than knowing how many people visited your homepage.

What Counts as Key Events

Primary events for therapy practices include:

• Contact form submissions — the most direct indicator of interest
• Phone clicks — especially important for mobile visitors
• Consultation bookings — if you use online scheduling
• Newsletter signups — for nurturing potential clients

Essentially, any action that moves someone closer to becoming a client should be tracked as a key event.

Step-by-Step Setup Process

Step 1: Connect GA4 to Squarespace

In your Squarespace dashboard, go to Settings > Advanced > External API Keys and add your GA4 Measurement ID (the one that starts with G-).

Step 2: Enable Enhanced Measurement

In GA4, navigate to Admin > Data Streams > Your website stream, and ensure Enhanced Measurement is turned on. This automatically tracks basic interactions like form submissions.

Step 3: Mark Events as Key Events

In GA4, go to Configure > Events. Find the form_submit event and toggle it as a key event. This tells GA4 that form submissions are important conversions for your business.

Step 4: Test Your Setup

Submit a test form on your website, then check GA4’s Realtime report to verify the event appears. If it doesn’t show within a few minutes, double-check your Measurement ID.

Phone Click Tracking

For mobile visitors who tap your phone number, you’ll need to add a small code snippet. In Squarespace, go to Settings > Advanced > Code Injection and add this to the Footer section:

document.querySelectorAll('a[href^="tel:"]').forEach(function(link) {
    link.addEventListener('click', function() {
        gtag('event', 'phone_click', {
            'event_category': 'Contact',
            'event_label': this.href
        });
    });
});

Then mark phone_click as a key event in GA4.

Practical Applications

Once tracking is set up, you can discover patterns like:

• Which service pages convert better than others
• Which traffic sources generate actual consultation requests
• What time of day people are most likely to reach out
• Whether mobile or desktop visitors convert more often

This data helps you allocate marketing resources more effectively.

Common Issues and Solutions

Event not appearing: Double-check your Measurement ID format (should be G-XXXXXXXXXX)

Can’t distinguish between forms: If you have multiple forms, you may need custom event tracking to differentiate them

Traffic showing as “Direct”: This often means UTM parameters aren’t set up correctly on your marketing campaigns

Getting Started

Start with form submission tracking — it takes about 15 minutes to set up. Then add phone click monitoring and schedule monthly automated reports to review conversion patterns and refine your marketing focus.