diff --git a/docs/conf.py b/docs/conf.py
index 87afe702..44233ba3 100644
--- a/docs/conf.py
+++ b/docs/conf.py
@@ -77,6 +77,7 @@
     "external_links": [
         {"name": "Python", "url": "https://www.python.org/"},
     ],
+    "goatcounter_non_domain_endpoint": "https://sunpy-testing.goatcounter.com/count",
 }
 graphviz_output_format = "svg"
 graphviz_dot_args = [
diff --git a/docs/index.rst b/docs/index.rst
index 1e5f11fc..132101bb 100644
--- a/docs/index.rst
+++ b/docs/index.rst
@@ -15,6 +15,7 @@ The core changes between this theme and the `pydata-sphinx-theme` are:
 * Add links to the header bar which are specified as theme config variables, with defaults for sunpy.org.
 * Add a center element to the footer bar.
 * Restyled the theme for SunPy colors.
+* Added optional support for analytics though `goatcounter.com <https://www.goatcounter.com/>`__ which defaults to on for sunpy.org domains.
 
 .. grid:: 1 2 2 2
    :gutter: 3
diff --git a/src/sunpy_sphinx_theme/__init__.py b/src/sunpy_sphinx_theme/__init__.py
index 93da819d..4fd2c098 100644
--- a/src/sunpy_sphinx_theme/__init__.py
+++ b/src/sunpy_sphinx_theme/__init__.py
@@ -140,6 +140,39 @@ def setup(app: Sphinx):
     app.connect("builder-inited", update_config)
     app.connect("html-page-context", update_html_context)
 
+    # Conditionally include goat counter js
+    # We can't do this in update_config as that causes the scripts to be duplicated.
+    # Also in here none of the theme defaults have be applied by `update_config`
+    # TODO: Improve this mess
+    theme_options = utils.get_theme_options_dict(app)
+    # We want to default to the sunpy goat counter only if the sst_site_root is sunpy.org
+    root_domain = theme_options.get("sst_site_root", "https://sunpy.org")
+    sunpy_goat_url = "https://sunpy.goatcounter.com/count"
+    default_goat_url = sunpy_goat_url if root_domain == "https://sunpy.org" else None
+    if primary_goat_url := theme_options.get("goatcounter_analytics_url", default_goat_url):
+        root_domain = root_domain.removeprefix("https://").removeprefix("http://")
+        default_endpoint = theme_options.get("goatcounter_non_domain_endpoint", False)
+        if default_endpoint is False:
+            default_endpoint = ""
+        app.add_js_file(
+            None,
+            body=f"""
+            var endpoint = '{default_endpoint}';
+            if (location.hostname.endsWith('{root_domain}')) {{
+                endpoint = '{primary_goat_url}'
+            }}
+
+            window.goatcounter = {{
+                endpoint: endpoint,
+                path: function(p) {{ return location.host + p }}
+            }}
+            """,
+        )
+        app.add_js_file(
+            "https://gc.zgo.at/count.js",
+            loading_method="async",
+        )
+
     return {
         "parallel_read_safe": True,
         "parallel_write_safe": True,
diff --git a/src/sunpy_sphinx_theme/theme/sunpy/theme.conf b/src/sunpy_sphinx_theme/theme/sunpy/theme.conf
index d195101a..7fe0ec38 100644
--- a/src/sunpy_sphinx_theme/theme/sunpy/theme.conf
+++ b/src/sunpy_sphinx_theme/theme/sunpy/theme.conf
@@ -17,6 +17,12 @@ sst_site_root = https://sunpy.org
 sst_is_root = False
 # This is the name that appears in the top left of the navbar
 sst_project_name = SunPy
+# Enable sending stats to goat counter
+# Set this URL to something like https://MYCODE.goatcounter.com/count
+goatcounter_analytics_url =
+# If you only want to count visits to sst_site_root or subdomains there of then set this to False
+# otherwise set it to another (or the same) goat counter endpoint
+goatcounter_non_domain_endpoint = False
 # The logo to go in the top navbar in place of the project name
 sst_logo =
 navbar_links =