TL;DR
- Site Kit 1.187.0 made Site Goals generally available on 7 September 2026, per PPC Land, which reported it on 3 October 2026; it is a recap, not a new launch.
- Eight WordPress plugins are supported: WooCommerce, Easy Digital Downloads, Contact Form 7, MailChimp, Ninja Forms, OptinMonster, Popup Maker and WPForms.
- It needs Analytics connected, a supported plugin with detected events and plugin conversion tracking on; one toggle covers both Analytics and Google Ads.
- The sources do not cover consent handling, ad-blocker losses or double counting with existing Tag Manager events.
Site Goals, the conversion dashboard inside Google's Site Kit plugin for WordPress, has been generally available since 7 September 2026, when Site Kit version 1.187.0 removed its feature flag; PPC Land reported on it on 3 October 2026, so this is a recap and not a launch this week. The feature detects purchases and form submissions from eight supported WordPress plugins, sends them to Google Analytics and shows them as goal widgets in the WordPress dashboard. According to Google's Site Kit documentation, it appears only when Analytics is connected, a supported plugin is active with detected events, and plugin conversion tracking is on.
What Site Goals is, and when it went live
Site Kit is Google's official WordPress plugin. PPC Land reports that version 1.187.0, released on 7 September 2026, lifted the feature flag on Site Goals across more than 5 million active installations, and that Google Search Central publicised the feature in a LinkedIn post on 15 September 2026. PPC Land also traces the build-out across ten fortnightly releases: version 1.179.0 on 18 May 2026 added the first two widgets behind a flag, and version 1.188.0 on 21 September added an event chart, store and lead sections in PDF reports and eight "Selling products" key metric tiles.
Google's documentation describes Site Goals as surfacing conversion data through two widgets, one for online stores and one for lead generation, without manual setup. The date, the install count and the release history above come from PPC Land, not from the documentation pages RA read.
The three conditions before anything appears
Google's Site Goals documentation lists three conditions that must hold for the section to show on the dashboard. Google Analytics must be connected in Site Kit. At least one supported plugin must be active with conversion events detected. And plugin conversion tracking must be enabled in Site Kit settings. The documentation adds that plugin conversion tracking is typically enabled by default, and names the events Site Kit looks for: add_to_cart, purchase, submit_lead_form, contact and generate_lead.
A site that runs Site Kit with Analytics but has none of the supported plugins will therefore see nothing. PPC Land also cites a Site Kit GitHub issue, number 13404, which says the widget renders only when a supported event provider plugin is active, because the tabbed breakdown relies on custom data that Site Kit attaches itself. The documentation's wording about events configured elsewhere reads more permissively, and RA did not read the issue itself, so this detail rests on PPC Land.
The eight supported plugins
Google's plugin conversion tracking page lists eight supported plugins: Contact Form 7, MailChimp, OptinMonster, Popup Maker, WPForms, WooCommerce, Ninja Forms and Easy Digital Downloads. The Site Goals documentation splits them into two groups. WooCommerce and Easy Digital Downloads feed the online store widget. Contact Form 7, MailChimp, Ninja Forms, OptinMonster, Popup Maker and WPForms feed the lead generation widget.
Some of these are not form builders in the narrow sense, as PPC Land observes: OptinMonster and Popup Maker produce pop-ups and opt-in overlays, and the MailChimp integration handles newsletter sign-ups. Gravity Forms is not on the list. Google's documentation says that support for additional plugins may be added in the future and gives no timetable.
What the two widgets show
The Online store performance widget reports on purchase and add_to_cart events. When purchase events are present it shows Sales Rate and Total Sales; when only add_to_cart is detected it shows Add to Cart Rate and the count of products added to cart. PPC Land quotes the documentation defining Total Sales as the aggregate count of successfully completed purchase transactions, which makes it a number of orders and not a revenue figure. The Lead generation performance widget shows form completion rate and the total number of form completions. Each widget also shows engagement rate.
Each widget also offers goal-driver breakdowns covering traffic channels, visitor type, top pages, city, country, authors and device type, and the documentation allows up to six active metric tiles to be visible at one time. Submissions from form plugins that are not officially supported are counted in an "Other form completions" tab, and the documentation warns that this total can include earlier completions from supported plugins.
Key facts in one table
The table below collects the confirmed details. The right-hand column states where each one comes from.
| Item | Detail | Source |
|---|---|---|
| General availability | Site Kit 1.187.0, 7 September 2026 | PPC Land |
| Supported plugins | 8: WooCommerce, Easy Digital Downloads, Contact Form 7, MailChimp, Ninja Forms, OptinMonster, Popup Maker, WPForms | Google documentation |
| Preconditions | Analytics connected, supported plugin with detected events, plugin conversion tracking on | Google documentation |
| Events watched | add_to_cart, purchase, submit_lead_form, contact, generate_lead | Google documentation |
| Active metric tiles | Up to 6 visible at one time | Google documentation |
| Historical data for plugin breakdowns | None before the setting is enabled | PPC Land, quoting the documentation |
Advanced data breakdown and Analytics permissions
When a site runs more than one supported plugin of the same type, an "advanced data breakdown" setting splits results by plugin, and by individual form, into a tabbed view. Google's documentation says this depends on two custom dimensions in the connected Analytics property, googlesitekit_event_provider and googlesitekit_form_id, which Site Kit creates when the setting is switched on. PPC Land quotes the documentation as saying that historical data for these granular breakdowns is not available, so the dashboard keeps showing overall totals until new data accumulates.
If Site Kit cannot create a dimension, an error appears. The remedy the documentation gives is that an existing Editor or Administrator on the Analytics property adds the dimension by hand, or raises the WordPress user's own Analytics role. In practice, a WordPress administrator with viewer-level access to the company's Analytics property cannot finish the breakdown setup alone. That is RA's reading of the documented remedy.
How the events reach Google Ads
Google's plugin conversion tracking page says that a single toggle, at Site Kit, Settings, Connected Services, Ads or Analytics, Edit, Plugin conversion tracking, controls both services, and that turning it on or off for one changes the other. It describes the mechanism as front-end JavaScript that Site Kit places on the site to collect events, and PPC Land quotes it saying the events "may enhance your Google Ads campaign(s)". PPC Land reads this as meaning the same events can feed Google Ads automated bidding once the Ads module is connected. The documentation as summarised does not give further detail on how Ads uses them.
The page also says the feature was previously known as enhanced conversion tracking, according to PPC Land. That name is easily confused with Google Ads enhanced conversions, which send hashed customer details such as email addresses. PPC Land treats them as different mechanisms and notes that Google gives no reason for the rename.
What the sources do not say
- Neither Google's pages nor PPC Land say how consent choices, ad blockers or browser restrictions change the counts. PPC Land states that the Site Goals pages say nothing about this, and that because Site Kit places JavaScript on the page, its events depend on the browser.
- Nothing is said about double counting when a site already sends purchase or lead events through Google Tag Manager or a hand-written tag.
- Accuracy against a manual GA4 setup is not stated.
- No source says which channel grouping the goal-driver panels use, so whether AI assistant referrals show as their own line is not settled.
- Nothing in either source is specific to Thailand.
What this means for Thai marketers
This section is RA's analysis, not a claim made by Google or PPC Land. Neither source mentions Thailand. WooCommerce, Contact Form 7 and WPForms are widely used WordPress plugins, so some Thai small business sites will meet the conditions, but nothing in the sources measures how many.
The first practical check is for duplicates. If a site already has purchase or generate_lead events set up in Google Tag Manager or GA4, switching on plugin conversion tracking could send a second set of similarly named events. The sources do not say whether Site Kit de-duplicates against them, so the safe step is to compare event counts in GA4 DebugView or the Realtime report before and after enabling the toggle, and to look at the same event in both sources for a day.
The second check is Google Ads. If the Ads module is connected and a campaign optimises toward a conversion action built from these events, a change in what counts as a conversion can change bidding. Review which conversion actions are set as primary before and after, and avoid changing it in the middle of a learning period for a campaign.
The third check is consent. Thai sites that run a consent banner should confirm in their own setup whether Site Kit's JavaScript fires before or after consent. The sources do not describe that behaviour, so it needs testing, not assumption.
For agencies, the broader point from PPC Land is that Google keeps making measurement a default setting for small sites. That lowers the bar for a site with no tracking at all, and raises the importance of auditing sites where tracking already exists.
Frequently asked questions
Is Site Goals new this week?
No. Site Kit 1.187.0 made Site Goals generally available on 7 September 2026, according to PPC Land, and PPC Land reported on it on 3 October 2026. Google Search Central publicised it in a LinkedIn post on 15 September.
Which plugins does Site Goals support?
Eight, according to Google's Site Kit documentation: WooCommerce, Easy Digital Downloads, Contact Form 7, MailChimp, Ninja Forms, OptinMonster, Popup Maker and WPForms. Gravity Forms is not on the list.
Does Site Goals send conversions to Google Ads?
Google's documentation says the same plugin conversion tracking toggle covers both Analytics and Ads, and that the events may enhance Google Ads campaigns. How Ads uses them in bidding is not detailed in the pages RA read.
Can Site Goals double count with my Google Tag Manager events?
The sources do not say. Neither Google's pages nor PPC Land address overlap with events a site already sends through Tag Manager, so compare event counts before and after enabling it.
Does it work with a consent banner?
The sources do not say how consent choices affect the counts. PPC Land notes that the Site Goals pages are silent on it and that browser-side tracking can lose signal, so test it on your own site.
Next step
If a WordPress site needs its conversion tracking reviewed before this toggle is switched on, the Google Analytics 4 service page describes how Relevant Audience handles GA4 setup and audits.
