Install Bread & Butter on Ghost

Ghost is built around subscribers, and Bread & Butter connects the same simple way it connects to Google Analytics or HubSpot: one script, no plugin.

In short: one script connects your Ghost site to Bread & Butter, no plugin and no developer required. It shows you who's a genuine prospect, not just a pageview, and which content is actually driving people to subscribe. It works alongside Ghost's native Members signup.

Once it's running, Bread & Butter watches how real visitors move through your Ghost site, not just how many pages loaded. It identifies who's showing genuine interest, builds a profile of what they're interested in, and surfaces that to you as a ranked list of your best leads instead of a wall of traffic numbers. For a publication or newsletter built on Ghost, that means you can finally see which content or campaigns are actually driving people toward subscribing.

Frequently asked questions for Ghost

Does this work on any Ghost plan? We haven't been able to confirm from Ghost's public documentation whether Code Injection is limited to certain Ghost(Pro) tiers, or how it differs for a self-hosted install. Check under Settings > Advanced > Code Injection in your own account to confirm you have access.

Do I need a developer to install this? No. It's a copy-and-paste step into Ghost's Code Injection panel, the same place you'd add Google Analytics or a similar tracking tool.

Does this work with a custom domain, or only a ghost.io subdomain? Either. The tracking script is embedded in the page itself, so it works the same way regardless of what domain your site is published under.

Does this track people who become a Member, free or paid? Yes. Signing up for your Ghost site, whether it's a free subscription or a paid membership tier, happens through Ghost's native Portal on your own domain, so Bread & Butter identifies a visitor at that moment the same way it picks up any other native form fill.

Bread & Butter Conversion Tools: If you want a dedicated on-site tool to capture emails or identify visitors before they reach your subscribe flow, Bread & Butter also offers its own suite of optional Conversion Tools, floating lead capture forms with one-click social login, content gating for premium assets, and AI-triggered incentive popups, that plug directly into your Bread & Butter account, no separate app required. See our Conversion Tools overview for the full list.

What if my main website and my Ghost site run on separate domains? This is common, for example a main site on one domain with a newsletter or publication hosted on a separate Ghost-branded domain or subdomain. Bread & Butter doesn't use cookies, it uses a GDPR-compliant identifier stored locally in the visitor's browser. Install the same tracking script on each domain, and Bread & Butter reconciles the activity into one visitor journey, even across different platforms.

Installation Steps

Step 1: Get your tracking script

  • Log into your Bread & Butter Dashboard
  • Go to Settings > App & Domains
  • Add your Ghost subdomain or custom domain
  • Copy the JavaScript tracking snippet provided (it includes your unique App ID)

If you're already using Google Tag Manager on your Ghost site, this is the easiest and most reliable way to install Bread & Butter, and it's the method we recommend. See our full Google Tag Manager installation guide for more detail.

Step 2: Add the script as a GTM tag

  • In your GTM container, create a new tag and choose Custom HTML
  • Paste the Bread & Butter tracking snippet into the tag
  • Set the trigger to All Pages
  • Save and Submit to publish the container

Step 3: Confirm it's working

  • Open your live Ghost site in a new browser or incognito window
  • Return to your Bread & Butter Dashboard and confirm visitor data is coming in

Managing the script through GTM also means future updates or changes to your tracking setup don't require editing your Ghost site directly.

Alternative: Manual install via Code Injection

If you're not using Google Tag Manager, install directly in Ghost instead.

Step 2: Add it to Ghost

  • Log into Ghost Admin
  • Click the Settings icon (gear) in the bottom left
  • Select Code injection
  • Paste the tracking script into the Site Header box
  • Save

Step 3: Confirm it's working

  • Open your live Ghost site in a new browser or incognito window
  • Return to your Bread & Butter Dashboard and confirm visitor data is coming in

Troubleshooting: If data isn't showing up, double-check that your App ID in the script matches your dashboard, and confirm your live Ghost URL is listed under Settings > Advanced Settings > Website Domains.

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