What is Site Kit plugin conversion tracking?

It records actions from supported WordPress plugins, including WooCommerce and Contact Form 7, in Google Analytics and/or Google Ads. Site Kit says the setting is typically enabled by default.

What is Site Kit Site Goals?

It shows sales and lead events on the Site Kit dashboard. The feature became available to all users in version 1.187.0, but needs connected Analytics, a supported plugin and a detected event. It can show events configured by other tools.

Can Site Kit cause double counting in Google Ads?

It can if two separate conversion actions record the same sale or lead and a campaign uses both for bidding. Trace the event paths and check attributed orders before calling the reported counts duplicates.

How do I stop a duplicate conversion action affecting bidding?

First check each campaign's conversion goals. Set a duplicate action in a standard goal to secondary. Remove a duplicate from a custom goal, because a secondary action inside a custom goal can still guide bidding.

Does Site Kit tracking work for UK visitors without consent mode?

Site Kit says that without consent mode, tracking for UK, EEA and Swiss visitors is blocked when Analytics or Ads is connected. Site Kit also requires the WP Consent API and a configured consent banner for its consent mode setup.

Site Kit Conversion Tracking: Check Google Ads

If your website runs on WordPress with Google's Site Kit plugin, you may have seen a new section on your dashboard. It shows sales, leads and conversion rates for your site.

That is Site Goals. Google made it fully available in Site Kit version 1.187.0, released on 7 September 2026. The section does not appear on every site. It needs connected Google Analytics, a supported plugin and a detected sales or lead event. The event can come from Site Kit or from another tool.

Seeing a sale in Site Goals does not prove Site Kit sent it to Google Ads. It also does not tell you whether Google Ads received it once, twice or not at all. Use the dashboard as a prompt to check the events, conversion actions and campaign goals.

What Site Kit actually does

Two features work together here.

Plugin conversion tracking collects certain actions from supported WordPress plugins in Google Analytics and/or Google Ads. Site Kit places code on the site when the feature is enabled and a supported plugin is active. Site Kit says the setting is typically enabled by default.

It supports eight plugins:

Shops: WooCommerce and Easy Digital Downloads.
Forms and sign-ups: Contact Form 7, WPForms, Ninja Forms, MailChimp, OptinMonster and Popup Maker.

One toggle controls this feature in both the Analytics and Ads modules. It was previously called “enhanced conversion tracking”. That is different from the Google Ads feature called Enhanced Conversions.

Site Goals shows the data. It reads events such as purchase, add_to_cart, submit_lead_form, contact and generate_lead. It then shows sales and lead performance on the dashboard. Site Kit added related email and PDF reporting in version 1.188.0 on 21 September.

The September change mainly made these numbers easier to see. It did not, by itself, establish a new Google Ads conversion.

Two kinds of WordPress site

Sites with no working Google Ads tracking

Site Kit can help collect events. A sale on its dashboard is not yet proof of a Google Ads conversion. Check three things before relying on it:

The Ads connection. Confirm Site Kit uses the right Google Ads account, not only Analytics.
The conversion action. In Google Ads, open Goals, Conversions, then Summary. Find the action that records the sale or lead. Check its source and status.
The campaign goal. Check whether each campaign uses the goal containing that action for bidding.

If the Ads connection or action is missing, the dashboard number does not establish that Ads records it. If a campaign does not use the goal, the action may still appear in Ads reports without steering that campaign's bids. Our conversion tracking setup guide covers the Ads setup.

Sites that already track sales or leads

Tracking often accumulates over time. One sale or submission might be recorded by a Google Ads tag in Tag Manager, an Analytics event imported into Ads, a theme snippet, or Site Kit's plugin conversion tracking.

Google for WooCommerce is another possible integration. Site Kit blocks the same conversion ID from being set up manually in Site Kit when Google for WooCommerce already uses it. That removes one duplicate route, but other paths still need checking.

Each tool can be useful. The risk comes when two tools send the same sale to separate conversion actions that one campaign uses for bidding. The campaign can then report two conversions for one sale.

Why double counting affects bidding

A primary conversion action appears in the Conversions column and guides bidding when the campaign uses its standard goal. A secondary action appears in All conversions for observation. A secondary action inside a custom goal is an exception: the campaign can still bid on it.

Campaigns use account-default or campaign-specific goals. Check the actual campaign settings. A primary label in the account summary does not show whether a particular campaign bids on that action.

When two actions used for bidding count one sale, reported conversions can exceed real sales. Reported cost per conversion can fall, and Smart Bidding can use the inflated result.

Google also changed how budget-limited Target CPA and Target ROAS campaigns bid in August. Accurate targets matter for those campaigns. See our guide to the August bidding update.

How to check your account

Start with one real test. Similar totals do not prove duplicate tracking. Google Ads counts conversions it can attribute to an ad interaction and dates them to the click. Reports can take 3 to 24 hours to update. Do not expect a calendar month of Ads conversions to equal every WooCommerce order.

List the actions. In Google Ads, open Goals, Conversions, then Summary. Note each action's source, primary or secondary setting, and campaign goals.
Check Site Kit. In WordPress, open Site Kit, Settings, Connected Services, then Ads or Analytics. Select Edit and inspect Plugin conversion tracking. Note whether it is on and which supported plugins are active.
Trace one action. With the appropriate consent recorded, place a test order or submit a test form while Google Tag Assistant runs. Check each event's destination and the Ads action it feeds. Two tags can fire without creating two Ads conversions. Confirm two paths feed separate actions used for bidding, then check attributed live orders or leads.
Compare like with like. Pull a settled Google Ads report by conversion action. Where IDs and attribution data are available, compare attributed conversions with the matching orders or CRM leads. Account for click dates, reporting delays and counting settings. A gap calls for investigation; it does not prove a duplicate.

Site Kit does not explain exactly how its events appear as conversion actions inside an existing Google Ads account. Check the account instead of assuming. Our conversion tracking audit covers the wider checks.

How to fix a confirmed duplicate

Keep one trusted conversion action for each real sale or lead in campaign bidding. For a sale, prefer the action that sends the correct value and transaction ID. For a lead, prefer an action that fires only after a successful submission.

Check each affected campaign's conversion goals. Note whether they are account-default, campaign-specific standard goals, or custom goals.
For a duplicate in a standard goal, change its action optimisation to Secondary (observe only). For a custom goal, remove the duplicate action from that goal. Then check each affected campaign again.
Keep the second action for observation if useful. Matching totals over time are another clue, not confirmation. Use event paths and order or lead IDs to check the cause.
Test with Tag Assistant. Inspect all relevant events and conversion tags. Confirm the trusted action receives the event once. For purchases, check the order ID and value. An intentionally retained secondary action may also receive it.

A test without an eligible ad interaction need not appear as a Google Ads conversion. When a Smart Bidding strategy recalibrates, Google says it can need around 50 conversion events or three conversion cycles. Judge the bidding result over a suitable period.

If you had no tracking before, choose one source, confirm a campaign uses the goal, and test it before relying on the data.

Do not skip consent

Site Kit says that without consent mode, tracking for visitors in the UK, EEA and Switzerland is blocked when Analytics or Ads is connected. Its setup needs the WP Consent API plugin and a configured consent banner plugin.

Site Kit also warns that using another plugin's consent mode features alongside its own can cause conflicts. Give the consent setup one clear owner. The Site Goals dashboard will not be an exact count of every visitor's action. For the wider Ads implications, read our UK consent mode guide. Ask your legal or privacy adviser whether your banner meets the rules.

The bigger point

Free tracking helps only when you know what its numbers mean. Site Goals can make events visible. It cannot tell you, by itself, which actions a campaign uses for bidding.

For the difference between platform reports and real business results, see platform ROAS versus incremental ROAS. Use our tracking audit checklist for a wider review. Our media measurement framework helps teams agree on the outcome they measure.

Site Kit Shows Sales and Leads. Check What Reaches Google Ads.