Site Kit allows you to easily connect with Google Analytics and view basic Analytics information within the Site Kit dashboard and from the WordPress admin bar.
Setup
Google Analytics can be connected during initial Site Kit setup or later via Site Kit Settings.
Connecting Analytics during Site Kit setup
Google Analytics can be connected as part of the initial plugin setup process by following the steps in this guide.
Connecting Analytics after Site Kit has been setup
If Site Kit has already been set up without Analytics selected as part of the setup process, it can be connected later:
Go to Site Kit > Settings > Connect More Services > Analytics > Set up Analytics. Connecting more servicesAlternatively, the Analytics setup process can be started from the Site Kit dashboard (Site Kit > Dashboard) or from the main WordPress dashboard. The option to set up Analytics from the main WordPress dashboard The option to set up Analytics from the main WordPress dashboard
In the Analytics setup flow, select an existing Google Analytics account, property, and web data stream. Alternatively, you can select the option to allow Site Kit to set up a new account, property, or web data stream on your behalf. Selecting an existing Analytics account, property, and web data streamThe pre-configured options after selecting the option to create a new Analytics account
After you select your preferred Analytics account and property, or follow the process to create a new one, click on the Configure Analytics button to complete the setup process. Configuring Analytics
Once setup is complete, you’ll be directed back to the Site Kit dashboard, with a congratulations notification appearing to confirm that you’ve successfully connected the Analytics module. A screenshot of the congratulations screen after completing Analytics set upIf the Analytics property you connected doesn’t have data yet, you’ll see a notice within the Site Kit dashboard that Analytics is gathering data. It usually takes a day or two before data is available from your Analytics account.A screenshot of the Site Kit dashboard when Analytics is gathering data If the Analytics property you connected does have existing data, you’ll be able to view Google Analytics data within the Site Kit dashboard. This data comes directly from the connected user’s Google Analytics account.Viewing Analytics data within the Site Kit dashboard
Viewing Analytics data within Site Kit
With Site Kit, users can view Analytics data for their site without having to leave WordPress. Data can be viewed for your site overall or for specific site URLs.
Using the Site Kit widget on the main WordPress Dashboard
Within the WordPress dashboard, there is a Site Kit widget that displays basic Google Analytics and other service data about how your site is performing.
Analytics data within the Site Kit widget on the WordPress dashboard
The following data is displayed:
Total Unique Visitors – The total number of unique users who visited your site
Avg. Time on Page – The average amount of time that visitors spend on a page of your site during their session
Total Impressions – The number of times your site has appeared within Google search results
Total Clicks – The number of times your site was accessed by clicking on a link directly from a Google search result
Unique visitors over the last 28 days – Displays the number of unique users who initiated sessions on your site over the past 28 days. You can also compare with the previous 28 days.
Top content over the last 28 days – The most visited pages on your site over the previous 28 days
The Site Kit widget on the WordPress dashboard is visible to all WordPress administrators who sign in to Site Kit with their Google account. This widget can be displayed or hidden using the toggle buttons at the top-right of the widget. It can also be repositioned to suit your preference.
Total Impressions – The number of times your site has appeared within Google search results
Total Clicks – The number of times your site was accessed by clicking on a link directly from a Google search result
Total Users – The total number of total unique users who visited your site
Total Sessions – The total number of sessions initiated by all your users
Settings
To edit Analytics settings, go to Site Kit > Settings > Connected Services > Analytics > Edit.
The Analytics settings
Account, Property and Web Data Stream: These settings allow you to select the Google Analytics account, property, and web data stream to connect with Site Kit.
Google Analytics 4 settings
Place Google Analytics code: This setting allows you to use Site Kit to insert your Google Analytics code across all pages of your site. More details on how Site Kit places the code snippet is available in this guide. If Site Kit determines that there is no Google Analytics code snippet placed on your site already, the default configuration will be toggled on and the plugin will insert the snippet for you.
Place Google Analytics 4 code
Exclude Analytics > All logged-in users: This setting allows users to select if logged-in users are included in Analytics tracking. By default, logged-in users will be excluded from Analytics tracking.
Exclude Analytics
Enable enhanced measurement: This setting allows you to enable enhanced measurement if the selected web data stream does not have it enabled already. This will automatically measure interactions with your content (e.g. file downloads, form completions, video views) with no extra code required. More information on enhanced measurement is available in this guide.
Enable enhanced measurement
Enable enhanced conversion tracking: This setting allows you to enable/disable enhanced conversion tracking. Note that if you enable/disable the toggle here, you will also be doing this for the same setting in your Ads module. More information on enhanced conversion tracking can be found here.
Enable enhanced conversion tracking setting
Verifying that Site Kit has added the Google Analytics code snippet to your site
As part of the setup for Analytics, Site Kit can place the necessary code snippet on your site. If you have already manually placed the Analytics code snippet on your site, you will be given the option to allow Site Kit to place the code snippet. To check that Site Kit has successfully placed the Google Analytics code snippet on your site:
Log into your site with your admin account
From the admin menu, go to Tools > Site Health
Select the Info tab at the top of the page
Site Health Info tab
Open the Site Kit by Google section
Find the heading Analytics snippet placed, which will show yes or no
Analytics snippet placed section in Site Health
“Yes” means that Site Kit has successfully placed the Analytics code snippet.
“No” means that Site Kit did not place the Analytics snippet on your site.
You can also verify that Site Kit has placed your Analytics code by following this guide.
The Google tag
The Google tag is a single, reusable tag that allows you to connect several Google services to your site with a single code snippet. Currently, the Google tag only supports Google Analytics 4 and Google Ads, with more support for other Google services to follow. You can find out more in this Google guide.
Site Kit will manage the creation of a Google tag for you as part of the Analytics module setup for GA4 if you don’t already have an existing Google tag. More information on the Google tag can be found in our Google tag guide.
Frequently Asked Questions
What happens if I already have an Analytics snippet placed on my site and I also connect the Analytics module within Site Kit?
Site Kit will notify you during setup when it has found another Analytics snippet on your site. You can choose to use this existing snippet to connect to Site Kit if desired. The plugin will allow you to connect to that property without inserting the snippet for you, or you can choose to allow Site Kit to place the same snippet on your site.
Alternatively, you can select a different Analytics property to connect with if preferred. Note that Site Kit will display data based only on the property you have connected within the plugin.
Yes, this can be changed in Site Kit Settings. If the connected property is changed, Site Kit will display data for the newly connected property within the Site Kit dashboard. The connected Analytics property can be changed by going to Site Kit > Settings > Connected Services > Analytics and selecting a new property.
The data I see in the Site Kit dashboard is not what I expected. What’s wrong?
Site Kit pulls data from the connected user’s Analytics account using the Google Analytics Reporting API. You can compare what you see within the Site Kit dashboard with what you see from analytics.google.com by clicking on the Source: Analytics link within the Site Kit dashboard.
You may notice some minor discrepancies between data in the Site Kit dashboard and analytics.google.com due to the usage of totalUsers vs. activeUsers for some calculations.
More details on the differences between totalUsers and activeUsers are available in this Google Analytics guide.
Clicking on the link to Analytics from the Site Kit dashboard
Where can I find more detailed statistics about visitors to my site?
The Site Kit dashboard will show you select information for the connected Analytics account. If you’re looking to review more detailed data, go to analytics.google.com or click on the Source: Analytics link within the Site Kit dashboard.
Clicking on the link to Analytics from the Site Kit dashboard
Why don’t I see a GA4 code snippet when checking my site’s source code?
Site Kit uses a Google tag to connect your site with a Google Analytics 4 property where possible. When in use, this Google tag is visible when checking your site’s source code, using a GT- prefix. Your Google Analytics 4 property is stored as part of this Google tag ID; however, it is not visible directly if viewing your site’s source code.
Please see this guide for more details on the Google tag.
I want non-administrators to be able to view my Analytics data. How can I do this?
The Dashboard Sharing feature allows users to share access to Analytics data in the Site Kit dashboard with other WordPress user roles. More information about this feature is available here.