- Should we turn on Site Kit for tracking, or is it better to stick with our current setup?
- What exactly happened and which plugins are supported?
- What are the three conditions that must be met?
- What does the Site Goals dashboard concretely show?
- How widespread is the missing tracking problem in Italian SMEs?
- Three concrete scenarios: what changes for an Italian company?
- Does Site Kit replace Google Tag Manager or are they different tools?
- Are there any risks or limitations to know before activating it?
- How to activate Site Goals step by step?
- What are the most common mistakes to avoid?
- How to understand if Site Goals is really working?
- So, is it worth activating Site Goals for your company?
- How we see it at SHM
- Frequently Asked Questions
- Google Site Kit 1.187.0 automatically tracks purchases and form submissions from 8 WordPress plugins, including WooCommerce, WPForms, and Contact Form 7, with zero manual setup.
- Data goes straight to Google Analytics and Google Ads: less setup, more reliable conversion data, potentially more efficient campaigns.
- Three things are needed to make it all work: a connected Analytics account, at least one supported plugin active, and plugin tracking enabled (usually on by default).
- Those who already use Google Tag Manager for complex tracking don't need to change anything: Site Kit is the shortcut for anyone who has never set up tracking.
You have Google Analytics installed on your WordPress site, but conversions aren't being recorded. This is the most common problem for Italian SMEs — and since September 2026, Google has an automatic solution, without touching a line of code.
Should we turn on Site Kit for tracking, or is it better to stick with our current setup?
It depends on your starting situation: if you've never configured conversion tracking, Site Kit immediately gives you useful data at no extra cost. If you already have Google Tag Manager well configured, nothing changes for you.
Google Site Kit is the official Google plugin for WordPress. With version 1.187.0, released in September 2026, it added a feature called Site Goals : automatically detects purchases, cart additions, and contact form submissions, and sends them to Google Analytics — without you having to write code or set up tags.
For many Italian SMEs, this solves a real problem: having GA4 installed but not configured to track conversions. According to Madmedia , the most common slip-up for small businesses is definitely the contact form tracking breaking down after a site update, leaving conversions untracked for weeks.
| Your situation | Is it worth it? | why |
|---|---|---|
| No conversion tracking active | Yes | Site Kit activates it automatically, zero configuration |
| GA4 installed but conversions not configured | Yes | Site Goals bridges the gap without technical intervention |
| Google Tag Manager already configured and working | Neutral | No additional benefit, but no harm |
| Complex custom tracking (CRM, multi-step funnels) | No, for now | GTM remains the right tool for advanced cases |
| Non-WordPress site or unsupported plugins | No, for now | Site Goals does not activate without compatible plugins |
What exactly happened and which plugins are supported?
On September 7, 2026, Site Kit 1.187.0 rolled out Site Goals to everyone. This feature reads events already sent to Google Analytics from 8 specific plugins, so you don't have to set anything up manually.
Google announced the news on September 15, 2026, via a LinkedIn post from Google Search Central. The feature had been in testing for months, hidden by a flag (an internal switch that prevents normal users from seeing it). With version 1.187.0, that flag was removed.
The mechanism is called conversion tracking plugin — previously known as “enhanced conversion tracking,” a name that caused confusion with another Google Ads product of the same name but different. Site Kit automatically inserts JavaScript code on the site, reads events generated by supported plugins, and sends them to Analytics and Ads. The original source is PPC Land .
| Supported plugin | Site type | Tracked event |
|---|---|---|
| WooCommerce | E-commerce | Purchase, add to cart |
| Easy Digital Downloads | Digital E-commerce | Purchase, add to cart |
| WPForms | lead generation | Form submission |
| Contact Form 7 | lead generation | Form submission |
| Formidable Forms | lead generation | Form submission |
| Ninja Forms | lead generation | Form submission |
| Gravity Forms | lead generation | Form submission |
| Jetpack Forms | lead generation | Form submission |
What are the three conditions that must be met?
Site Goals only shows up in your WordPress dashboard if Google Analytics is connected, at least one supported plugin is up and running and has already tracked an event, and plugin tracking is turned on.
Google's post says the feature is available to all, but the technical docs are stricter. Three things have to happen at the same time, or nothing shows up on your dashboard.
- 1 · Prerequisite 1 Google Analytics connected in Site Kit Go to Site Kit > Settings > Connected Services and make sure Analytics is active. Without this step, no data is collected.
- 2 · Prerequisite 2 At least one supported plugin active with events detected Site Kit must have already detected at least one of these events: add_to_cart, purchase, submit_lead_form, contact, or generate_lead. If the plugin is installed but no visitor has yet completed an action, the widget won't appear.
- 3 · Prerequisite 3 Conversion tracking plugin enabled You can find this under Site Kit > Settings > Connected Services > Ads/Analytics > Edit. It's usually turned on by default. Just a heads up: it's one single toggle shared by both Ads and Analytics.
- 4 · Result Site Goals appears in the dashboard A prompt will pop up with two choices: 'Show me' (starts a guide to the feature) or 'Maybe later' (hides it for now). Data starts rolling in from the day you activate it, not retroactively.
What does the Site Goals dashboard concretely show?
The dashboard divides sites into two categories — online stores and lead generation sites — and shows the conversion rate, the number of key actions, and the traffic channels that brought the converted visitors.
The widget Online store performance is designed for WooCommerce and Easy Digital Downloads. It shows the sales rate (percentage of sessions with at least one purchase) and the total completed orders. Attention: “Total Sales” counts the number of orders, not the revenue in euros.
When only add-to-cart events are present but no purchases, the widget instead shows the add-to-cart rate. This is useful for understanding if the problem lies in product discovery or the checkout process.
For lead generation sites, the widget tracks the first step of the funnel: form submission. Subsequent stages — qualification, negotiation, closing — remain in company CRMs, beyond the reach of a WordPress plugin.
| Site type | Main metric | What it measures | What it does NOT measure |
|---|---|---|---|
| E-commerce (WooCommerce) | Sales Rate | % sessions with completed purchase | Revenue, average order value |
| E-commerce (WooCommerce) | Total Sales | Number of orders | Total sales amount |
| E-commerce (cart only) | Add to Cart Rate | % sessions with add to cart | Cart abandonment, recovery |
| lead generation | Lead Rate | % sessions with submitted form | Lead quality, closing rate |
How widespread is the missing tracking problem in Italian SMEs?
Google Tag Manager — the go-to tool for setting up tracking — is used by 46.7% of websites worldwide, but most small businesses have never set it up right for conversions.
Google Tag Manager (GTM) is the system that lets you add tracking codes to a site without modifying the source code. According to W3Techs (February 2026), 46.7% of websites worldwide use it. In Italy, according to BuiltWith (July 2025), there are over 600,000 sites using it.
The problem isn't installation: it's configuration. GTM requires technical skills to correctly set up conversion events. Many SMEs install it, but never configure the tags to track purchases or form submissions. Site Kit solves exactly this gap.
Three concrete scenarios: what changes for an Italian company?
A WooCommerce e-commerce, a professional studio with a contact form, and a manufacturing company with a form for quote requests: this is how the situation changes with Site Goals active.
Illustrative examples: numbers are meant to show the reasoning, they are not real customer data.
| Company type | Situation before | Situation after Site Goals | Concrete advantage |
|---|---|---|---|
| Fashion e-commerce (WooCommerce) | GA4 installed, zero conversions set up. Google Ads optimizes for clicks, not purchases. | Site Goals tracks every order and sends it to Ads. Campaigns start optimizing for real purchases. | More efficient campaigns, budget allocated to those who actually buy |
| Consulting studio (Contact Form 7) | Contact forms aren't being tracked. We don't know which campaign brings in the most leads. | Every form submission becomes an event in Analytics. You can see which channel converts best. | Budget decisions based on real leads, not clicks |
| Manufacturing company (WPForms) | Quote request form not tracked. The marketing department has no data to justify the PPC budget. | Site Goals tracks every quote request. Marketing can prove campaign ROI. | More robust internal reporting, fewer discussions about budget |
Does Site Kit replace Google Tag Manager or are they different tools?
They are complementary tools, not alternatives. Site Kit is the shortcut for those who have never set up tracking; GTM remains the right tool for advanced and custom tracking.
Google Tag Manager (GTM) allows you to track any event on any site, with great flexibility. However, it requires technical skills and configuration time. Site Kit, on the other hand, only works on WordPress with supported plugins, but requires no configuration.
The choice depends on the complexity of the site and the available resources. For an e-commerce on WooCommerce that has never tracked anything, Site Kit is the quickest solution. For a site with complex funnels, CRM integrations, or custom events, GTM remains irreplaceable. The two tools can coexist without problems.
It's worth remembering that Google is also working on a merger between GTM and Google Tag — two tools that today partially overlap. Those who manage campaigns on multiple platforms can learn more about tracking governance in the article on how to stay in control when Google and Meta automate .
| Feature | Site Kit (Site Goals) | Google Tag Manager |
|---|---|---|
| platform | WordPress only | Any website |
| Configuration required | Zero (automatic) | Medium-high (requires technician) |
| Supported plugins | 8 specific plugins | Any customizable event |
| cost | Free | Free |
| Data to Google Ads | Yes | Yes |
| Advanced tracking (CRM, funnels) | No, for now | Yes |
| Suitable for SMEs without an in-house technician | Yes | No, for now |
Are there any risks or limitations to know before activating it?
Yes: data only starts from the activation day, the widget doesn't appear if you use unsupported plugins, and the name 'plugin conversion tracking' can be confused with another Google Ads product.
The first limitation is retroactivity: Site Goals does not retrieve historical data. Reports start counting from the day you activate the feature. If you need to compare previous periods, you will have to use other tools.
The second limitation concerns unsupported plugins. If your site uses a form or e-commerce plugin other than the 8 on the list, Site Goals will not activate. Events will still arrive in Analytics (in an "Other sources" tab), but the detailed widget will not be shown.
The third point is the confusion of names. The function was called "enhanced conversion tracking", but Google renamed it to avoid overlaps with the enhanced conversions from Google Ads — a different product that sends encrypted data (like user emails) to improve conversion matching. The two mechanisms are separate, although Google unified some settings into a single switch in June 2026.
Those who manage Google Ads campaigns with customer acquisition goals can learn more about the logic of Customer Lifecycle Goals in the dedicated article on when to use them and when not for SMEs .
| Risk / Limit | Impact | How to manage it |
|---|---|---|
| No historical data | You cannot compare previous periods | Activate now and start collecting data |
| Unsupported plugins | Widget not visible, partial data | Check the list before activating |
| Confusion with enhanced conversions Ads | Wrong settings in Google Ads | Check Ads settings separately |
| Single switch for Ads+Analytics | Disabling one disables the other | Always check both modules after every change |
| Data only from activation day | Gap in historical reports | Document the activation date in your reports |
How to activate Site Goals step by step?
It takes just a few minutes if you already have Site Kit installed and Google Analytics connected. The process is guided right from your WordPress dashboard.
- 1 · Step 1 Install or update Site Kit Go to Plugins > Add New in WordPress and search for ‘Site Kit by Google’. If it’s already installed, update it to version 1.187.0 or higher. The plugin has over 5 million active installations and is compatible with WordPress 5.2 and PHP 7.4 and up. You can find the plugin on <a href=’https://en-gb.wordpress.org/plugins/google-site-kit/’ target=’_blank’ rel=’noopener noreferrer’>WordPress.org</a>.
- 2 · Step 2 Connect Google Analytics In Site Kit > Settings > Connected Services, check that Google Analytics is active and linked to the correct GA4 property. If you've never done it, the plugin guides you with a wizard.
- 3 · Step 3 Verify that the conversion tracking plugin is active Go to Site Kit > Settings > Connected Services > Ads or Analytics > Edit. Look for the 'Plugin conversion tracking' option and make sure it's enabled. It's usually already active by default.
- 4 · Step 4 Verify that at least one supported plugin is active Check that WooCommerce, WPForms, Contact Form 7, or one of the other 6 supported plugins is installed and active. If you use a different plugin, Site Goals won't turn on.
- 5 · Step 5 Wait for the first event and follow the prompt After a visitor completes a purchase or submits a form, a prompt will appear in the WordPress dashboard with 'Show me'. Click it to start the Site Goals guide. Data begins to accumulate from that moment.
What are the most common mistakes to avoid?
The most common mistake is thinking Site Goals completely replaces GTM, or expecting retroactive data that will never show up.
Anyone running Google Ads campaigns needs to pay attention to one detail: linking Analytics to Ads isn't enough. You also need to import Site Goals conversions as campaign goals in Google Ads, otherwise campaigns will continue to optimize on old data. This also applies to those using Performance Max or Smart Bidding — automatic strategies that depend on the quality of conversion signals.
A second mistake is confusing Site Goals tracking with Google Ads enhanced conversions (the ones that send the user's encrypted email to improve matching). They are two different things, with different settings. Confusing them can lead to accidentally disabling a useful feature.
For those managing multi-channel e-commerce campaigns, it is also worth reading how Google Merchant Center handles cart transfers to the site : another feature that changes the conversion flow without manual intervention.
| Common mistake | Consequence | How to avoid it |
|---|---|---|
| Do not import conversions into Google Ads | Campaigns not optimizing on real data | Import Analytics conversions into Google Ads after activation |
| Expect historical data | Gaps in reports, impossible comparisons | Document the activation date and use homogeneous periods |
| Confusing enhanced conversions Ads | Incorrect settings, functions deactivated by mistake | Check Ads settings separately from Site Kit |
| Disable tracking from a single form | It also turns off on the other (Ads and Analytics share the switch) | Always check both modules after every change |
| Using unsupported plugins and expecting the widget | Widget not visible, data in ‘Other sources’ | Check the list of supported plugins before activating |
How to understand if Site Goals is really working?
Check three signs: events are showing up in Google Analytics, conversions are rolling into Google Ads, and the conversion rate in the widget matches what you'd expect for your business.
The first check is in Google Analytics: go to Reports > Engagement > Events and look for events purchase , add_to_cart or generate_lead . If they appear after a real action on the site, tracking is working.
The second check is in Google Ads: go to Tools > Measurement > Conversions and verify that conversions imported from Analytics are receiving data. If the "Recent conversions" column is empty after 48 hours from activation, there is a configuration problem.
For those managing campaigns with new customer acquisition goals, it is also worth checking out how ChatGPT Ads manages conversion without site traffic : a useful comparison to understand where leads are generated in 2026.
| Indicator | Where to check it | Positive signal | Problem signal |
|---|---|---|---|
| Events in GA4 | Analytics > Engagement > Events | purchase/generate_lead present | No events after 24h |
| Conversions in Google Ads | Ads > Tools > Conversions | Data in the last 48h | Empty column after 48h |
| Site Goals widget active | WordPress Dashboard > Site Kit | Widget visible with data | No widget (conditions not met) |
| Consistent conversion rate | Site Goals widget | In line with business expectations | Anomalous values (0% or 100%) |
| Traffic channels that convert | Site Goals Widget > Channels | Data by channel visible | Only 'Direct' or missing data |
So, is it worth activating Site Goals for your company?
It is worth it if you have a WordPress site with WooCommerce or a form plugin among the 8 supported ones, and you have never configured conversion tracking. In a few minutes, you get real data on purchases and leads, without touching code.
A middle ground you already have GTM installed but not fully set up. Site Goals can fill in the most common gaps (purchases and forms) while you plan a more complete GTM setup.
Not yet if you already have GTM all set up with custom events, CRM integrations, and multi-step funnels. Site Goals doesn't bring anything to the table that you don't already have, and it might end up doubling up your data.
How we see it at SHM
For us, Site Goals is a concrete example of how technology should work: it takes care of the technical part and gives back time to those who manage the site. You don't need a technician to activate it, you don't need to understand how the JavaScript code that inserts it works. You just need to know that the data arrives and that campaigns can use it.
In our experience with Italian SMEs' WordPress sites, the problem of missing tracking is almost always the same: GA4 installed, zero conversions configured, Google Ads campaigns optimizing for clicks instead of real results. Site Goals solves this problem for the widest range of sites — those with WooCommerce or the most popular form plugins.
We believe the next step for those who really want to leverage conversion data is to connect Analytics to Google Ads and set up automatic bidding strategies (Smart Bidding) based on real data. This is where tracking stops being a technical exercise and becomes a measurable competitive advantage. We do this as part of our services. google ads campaigns and of strategic AI integration , where conversion data feeds continuous optimization models.
For anyone who wants to learn how to set up tracking more thoroughly — including Meta campaigns — check out our service for Data processing and business intelligence is the right starting point. You can also explore all articles in the cluster Marketing and ADV performance to dive deeper into every aspect of campaign measurement.
Frequently Asked Questions
Event tracking still happens if the plugin sends events with standard Google Analytics names (like generate_lead or purchase). Data arrives in Analytics, but the detailed Site Goals widget isn't shown in the WordPress dashboard. Data appears in a less detailed 'Other sources' tab.
Site Goals shows the number of completed orders (Total Sales), not the revenue in euros. To analyze the average order value and total revenue, you need to use Google Analytics or Google Ads reports directly, where value data is sent by WooCommerce if configured correctly.
No, the two tools can coexist. Site Kit handles events from supported plugins, GTM handles everything else. The only thing to watch out for is avoiding tracking the same event twice (once with Site Kit and once with GTM), as this would cause duplication in conversion data.
Site Kit sends events to Google Analytics and Google Ads, but to use them as campaign goals, you need to import conversions from Analytics into Google Ads. This step is done in Google Ads > Tools > Conversions > Import from Google Analytics. Without this step, campaigns will not optimize on the new data.
Site Goals sends data only to Google Analytics and Google Ads. For Meta campaigns (Facebook and Instagram), a separate configuration is needed via the Meta Pixel or Conversion APIs. The two systems are independent and do not exchange data.
The data appears as soon as the first visitor completes a tracked action (purchase or form submission) after activation. The widget in the WordPress dashboard only appears after this first event. In Google Ads, imported conversions may take up to 48 hours to become visible.
Conversion tracking isn't just a technical detail: it's the difference between spending your budget on clicks and spending it on actual customers.
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