Site Kit displays metrics from multiple Google services to help you understand how your site is doing. Here’s an overview of the different reports in Site Kit and what each report means.

All traffic

Visibility: To view this report, connect Google Analytics through Site Kit.

This report helps you understand how people found your site, based on data from Analytics. 

This report covers the following metrics:

ReferralPeople who found your site from a link on another website. This means other sites are linking to your site, and it’s a good idea to check who is linking to your site in Google Search Console.
OrganicPeople who found your site from a search engine.
DirectPeople who typed your site directly into their browser, or who bookmarked your site. These are your most loyal readers.
EmailThe name of a custom parameter you have created in Analytics. For example, a parameter to track how many people came to your site from your newsletter.
NoneAnalytics doesn’t know where the traffic is coming from.

We recommend that you periodically review this report and check for any significant changes in how people are finding your site. Here are some other metrics you can explore:

  • Check the bounce rate per traffic source. This provides you with an overview of the users who have left your website after a single visit.  
  • Check the time that people spend on your site per traffic source. For example, you can compare traffic coming from social channels versus search engines, and see if there are differences in how long people from each source spend on your site. 

Search funnel

This report shows you how many people saw and clicked your site in Google Search. Data comes from Search Console and Analytics.

This report covers the following metrics:

ImpressionsHow many people saw your site in Google Search results. 

For advanced users: Learn more about impressions and clicks.
ClicksPeople who clicked a link to your site in Google Search results.

For advanced users: Learn more about impressions and clicks.
Unique Visitors from SearchPeople who found your site on Google Search during a session on your site. If a user visited your site more than once in a single session, it counts as the same user, which makes this data unique.

Visibility: To view this metric, connect Analytics through Site Kit.
GoalsThe number of goals that people completed on your site in a defined timeframe, as previously defined by you (for example, you can set up a goal in Analytics to track the number of people who clicked an “add to cart” button on your site).

Visibility: To view this metric, connect Analytics through Site Kit and set up a goal in Analytics.

For advanced users: Learn more about how to set up a goal in Analytics.

Periodically review and check for any unusual spikes or dips in clicks or impressions. A weekly rhythm of weekend dips, or dips or spikes over holidays, is normal. Read more about traffic drops on your site.

Popularity

This report helps you understand what people search for when they find your most popular pages based on data from Search Console and Analytics.

This report covers the following metrics:

Top search queries for your siteWhat people searched for when they saw your site in Google Search results. The search queries are ranked by impressions.
Most popular contentYour pages with the most views, including the top search query associated with the page. 

Visibility: To view this metric, connect Analytics through Site Kit.

Do the queries that showed your site match what you expected? Are the most popular pages the ones you expected? Do the search queries match what you’d expect people to search for when looking for your content? Consider using the search queries for inspiration for future content. 

Speed

Visibility: To view this report, connect PageSpeed Insights through Site Kit.

If you have a developer or agency working on your site, you can share this report with them to help understand and plan the next steps to improve your speed score.

This report tells you how fast your homepage is, based on data from PageSpeed Insights. Check for any critical issues affecting the speed of your homepage. If found, open the report to troubleshoot. 

The score can range from slow, average, and fast. We recommend focusing on improving the slow issues (score 0 to 49).

AdSense

Visibility: To view this report, connect Google AdSense through Site Kit.

If you decide to earn money from your content with Google AdSense, this report shows you your site’s AdSense performance.

This report covers the following metrics:

Estimated earningsClose estimates of your recent account activity from today, yesterday, this month so far, and last month.
Ad ImpressionsNumber of ads shown on your site.
RPMEarnings per thousand pageviews.
Top earning pagesThe pages of your website that earned the most money over the selected time period. To view this metric, make sure that your AdSense account is connected to your Google Analytics account.