On your Substack Settings page, you will see a section for Advertising Analytics, which allows you to add tracking elements to your Substack publication.

Click here (while logged into Substack) to go to your publication’s Advertising Analytics section.

Meta (Facebook) Pixel

The Meta (Facebook) pixel is a numeric string which you create in your Meta Business Manager account.

Once you have created the Facebook pixel, you can add it to your Substack by going to the Advertising Analytics section of your Settings page and entering it under “Facebook pixel ID”.

If you add the Facebook pixel to your Substack, you will be able to see on the Facebook side when you get a free signup, paid signup, or pageview, driven by Facebook ads directing readers to your Substack. You will need to set up Events on the Facebook side for each action you want to track.

If you set up your Facebook ads to send people to either your Subscribe page or your About page of your Substack, the pixel will fire. You will see the events populating on the Facebook side; there is no tracking dashboard on the Substack side.

Click here for more information about setting up the Meta pixel from Facebook.com

Twitter Pixel

The Twitter pixel works the same way. It is a numeric string which you create in your Twitter Ads account.

If you add the Twitter pixel to your Substack, you will be able to see on the Twitter side when you get a free signup, paid signup, or pageview driven by your Twitter ads directing readers to your Substack. You will need to set up Events on the Twitter side for each action you want to track.

If you set up your Twitter ads to send people to either your Subscribe page or your About page of your Substack, the pixel will fire. You will see the events populating on the Twitter side; there is no tracking dashboard on the Substack side.

Click here for more information about setting up the Twitter pixel from Twitter.com

Google Analytics

Connecting Google Analytics to Substack allows you to track page views, sign ups, and paid subscriptions.

1. To start with Google Analytics, you’ll need to create an account and a property with a data stream.

You can find the complete steps including an instructional video on Google: [GA4] Set up Analytics for a website and/or app

2. After you've finished the setup or if you already have an account with a property, locate the Measurement ID (also known as a Google tag) associated with your property's data stream.

Step by step instructions with screenshots can be found on Google: [GA4] Find your Google tag ID

3. Navigate to your publication's Settings page and scroll to the Analytics section. Enter the measurement ID and click "Save".

The Google tag will usually start with "G-".

Events for page views, sign ups, and paid subscriptions should begin to show up in your Google Analytics account after 24 hours.