Yes, you may insert an analytics script in a B2C site in Sites > Site name > Settings > SEO/HTML tab in the "Edit Analytics Script" area and the "Edit Checkout Conversion Analytics Script" area.
*** Please note -
- Manually inserting analytics scripts via the HTML Head Content section or via a custom skin should not be done. Analytics scripts should only be inserted in the two analytics sections.
- Checkout analytics are generated by the Pressero system based on the script you add.
- Google Tag Manager is not supported at this time because it requires you to place script code between the body tag (opening and closing) and we do not have a place in settings that will put the code right after the opening body tag.