How to Track Abandoned Squarespace Forms for Retargeting

If you’re running any kind of lead generation campaign on Squarespace, you know that not every visitor who starts filling out your form actually hits “submit.” That’s just digital life. But here’s the thing: those abandoners are some of your warmest prospects—they’ve already shown intent. If you’re not tracking them and retargeting, you’re leaving money on the table.

Let’s walk through how to track abandoned Squarespace forms in a way that’s actionable for retargeting, with as many specifics as possible.

Why Bother Tracking Abandoned Forms?

Before we get technical, let’s answer the “why.” People who begin to fill out your form but don’t finish are expressing interest. Maybe they got distracted, maybe your form was too long, maybe they’re just not ready yet. Retargeting these users (think: Facebook Ads, Google Ads, or even email if you capture partial info) gives you a second shot at converting them.

What Counts as an “Abandon”?

For this guide, we’ll define “abandonment” as someone who:

Interacts with your form (e.g., enters data in at least one field)
Does not submit the form within a session

Step 1: Add Custom Code to Detect Form Interaction

Squarespace doesn’t natively support tracking partial form fills, so you’ll need to inject some custom JavaScript. Here’s a practical approach:

Open your Squarespace site settings and navigate to Settings > Advanced > Code Injection.
Paste the following script into the Footer section (adjust the selector if you have multiple forms):

document.addEventListener('DOMContentLoaded', function() {
  var form = document.querySelector('form[action*="form"]');
  if (!form) return;

  var hasInteracted = false;

  form.addEventListener('input', function(e) {
    if (!hasInteracted) {
      hasInteracted = true;
      // Fire a custom event for analytics or GTM
      window.dataLayer = window.dataLayer || [];
      window.dataLayer.push({
        'event': 'formStarted',
        'formId': form.id || 'squarespace-form'
      });
    }
  });
});

This script listens for the first input on any Squarespace form and pushes a formStarted event to the dataLayer (if you’re using Google Tag Manager).

Step 2: Track Form Submissions

You’ll also want to track successful submissions, so you can differentiate between completed and abandoned forms. Squarespace can redirect to a “thank you” page or show a confirmation message. If you’re using GTM, set up a trigger for the submission event or confirmation element.

Step 3: Build Your Retargeting Audience

Now that you’re capturing both “formStarted” and “formSubmitted” events, you can create audiences:

Abandoners: Users who triggered formStarted but not formSubmitted within a session.
Completers: Users who triggered both events.

In Google Tag Manager:

Set up tags to send these events to Google Analytics, Facebook Pixel, or other ad platforms.
In Google Analytics 4, create an audience that includes users who started but didn’t submit the form.

Example GA4 Audience Logic:

Include users with formStarted event
Exclude users with formSubmitted event

Step 4: Retarget with Ads

Once your audience is built, set up retargeting campaigns:

Facebook/Meta Ads: Use the Facebook Pixel to create a custom audience of abandoners and show them reminder ads.
Google Ads: Build a custom segment in GA4 and sync it to Google Ads for retargeting.

Pro Tip: Tailor your ad creative to the stage—remind visitors of what they left behind, offer help, or address common objections.

Step 5: (Optional) Capture Partial Data

If your form collects email addresses in the first field, you could (with proper consent and privacy compliance) store partial entries and follow up via email. This is more advanced and may require a third-party integration or custom backend.

Final Thoughts

Tracking abandoned Squarespace forms takes a bit of setup, but it’s one of the highest-leverage moves you can make if you’re serious about lead gen. You’re not just guessing who’s interested—you’re targeting warm prospects with laser precision.

If you have questions about the technical setup or want a walkthrough for your specific use case, let me know in the comments or reach out directly. Happy tracking!