How to set up conversion tracking on WordPress

• A WordPress site where you can install plugins, on WordPress 5.2 or higher and PHP 7.4 or higher
• A publicly accessible site, which Site Kit requires
• A Google account. Site Kit can create the Analytics account, property and web data stream during setup

1. Install Site KitIn the WordPress dashboard go to Plugins > Add New and search for “Site Kit by Google”. Install it, activate it and connect your Google account when the plugin asks.
2. Connect AnalyticsGo to Site Kit > Settings > Connect More Services > Analytics > Set up Analytics. Choose an existing account, property and web data stream, or let Site Kit create them, then click Configure Analytics.Site Kit inserts the Analytics snippet on every page when it finds none there already. The setting is called Place Google Analytics code.
3. Turn on the events you will needOpen Site Kit > Settings > Connected Services > Analytics > Edit. Switch on Enable enhanced measurement, which records interactions such as file downloads and form completions with no extra code.On the same screen, Plugin conversion tracking sends actions from supported plugins to Analytics. Site Kit lists Contact Form 7, WPForms, Ninja Forms, WooCommerce, Easy Digital Downloads, MailChimp, OptinMonster and Popup Maker.
4. Mark the event as a key eventSubmit your form or place an order once so the event exists. Then in Google Analytics open Admin, click Events under Data display, find the event in the Recent events tab and click its star icon.A purchase event needs no star: Analytics treats it as a key event by default.
5. Test while logged outOpen the site in a private window, where you are not signed in to WordPress, and complete the conversion again.

• In WordPress, go to Tools > Site Health > Info, open the Site Kit by Google section and read the Analytics snippet placed entry. It should say yes.
• In Analytics, Reports > Realtime shows the last 30 minutes. Your test should be listed under Key events by Event name.

Your own test visits never appear

Site Kit excludes all logged-in users by default. Test in a private window, or change Exclude Analytics in the Analytics settings while you test.

Two Analytics tags on the page

A theme or another plugin was already adding the snippet. Site Kit detects an existing snippet during setup and lets you connect without adding a second one. Otherwise remove the older tag.

The Site Kit dashboard is empty

On a new property Site Kit shows a notice that Analytics is gathering data, which it says usually takes a day or two. Use the Realtime report in Analytics for testing in the meantime.

You cannot tell which event your form plugin sends

Site Kit’s documentation does not list the event names. Submit the form, then read the name from the Events page in Analytics before you mark anything.

Checked on 2026-11-11 against WordPress.org Plugin Directory: Site Kit by Google, Site Kit by Google documentation: Analytics, Site Kit by Google documentation: Plugin conversion tracking, Site Kit by Google documentation: Enhanced measurement, Analytics Help: Mark events as key events, Analytics Help: Realtime report.