Google is highlighting Site Goals, a feature in its Site Kit WordPress plugin that lets website owners see which pages and traffic channels bring in sales and leads without leaving their dashboard.
In a Google Search Central LinkedIn post shared on September 15, the company described how Site Kit can detect purchases and form submissions from supported plugins, send those events to Google Analytics and display the results inside WordPress.
The feature predates the post. A Google development issue opened on August 20 describes Site Goals as already launched to all users. The version 1.187.0 changelog subsequently lists the removal of its rollout switch because it is fully available.
Which pages bring in customers?
Site Goals separates reporting into online store performance and lead generation. Owners can compare the pages and traffic channels associated with purchases or completed forms, with additional breakdowns covering factors such as device, location and content author. Google’s documentation describes the available reports.
For publishers, the author breakdown could help identify whose articles bring in newsletter signups through supported forms. For an agency, the page reports could help a client see which service pages generate enquiries.
That gives site owners another way to investigate the missed sales opportunities in their website data, a subject SEW has previously examined through form completion and traffic analysis.
The primary store metrics also depend on what is being tracked. Google’s implementation record specifies purchase counts and a sales rate when purchase events are detected, with add-to-cart activity used as a fallback. That distinction matters: adding an item to a basket does not establish that someone bought it.
Automatic tracking has a plugin list
Site Kit’s plugin conversion tracking detects supported plugins and adds the code needed to record relevant actions. Its documented integrations include WooCommerce, Easy Digital Downloads, Contact Form 7, WPForms, Ninja Forms, Mailchimp, OptinMonster and Popup Maker.
Owners can check the setting under Site Kit → Settings → Connected Services → Analytics → Edit → Plugin conversion tracking. Google says the same setting also applies to the Ads module.
The Site Goals section requires a connected Analytics account and detected qualifying events. Having Site Kit installed alone does not mean a populated sales or leads report will appear.
Detailed reports start collecting after setup
Google’s Site Goals guide says advanced breakdowns can separate results by plugin and form. Enabling them creates the Analytics custom dimensions needed to collect those details.
Historical data for those granular breakdowns is unavailable. The dashboard can continue showing overall totals while it gathers the new information.
For anyone enabling the feature to compare forms or plugins, that means allowing time for fresh conversions to arrive before judging performance.
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