Custom URLs on New Google Sites with
too many redirects?
How to fix error
I know it's supposed to just work when you follow the instructions provided, like the ones at steegle.com/google-sites/how-to/assign-custom-url-domain-personal - but what do you do when it doesn't work? For instance, I was getting this perpetual endless loop of redirects.
After over an hour of research, I finally found that the problem I was experiencing was due to using Cloudflare DNS with incompatible settings.
Here's the explanation and solution from Cloudflare support: Why does Flexible SSL cause a redirect loop?
A couple other explanations: