Google Site Kit: WordPress Plugin Review

Google Site Kit is a free WordPress plugin offering a streamlined way to connect your website with essential Google services like Analytics 4, Search Console, AdSense, and Ads. Its primary benefit is consolidating data from these platforms into a single, user-friendly dashboard within WordPress. This simplifies performance monitoring, allowing users to quickly grasp key metrics such as website traffic, top-performing pages, search impressions, and ad revenue (if applicable). The plugin excels at providing a quick overview, making it ideal for users who prioritize ease of use and don't require advanced analytics features. However, Site Kit's simplicity comes with limitations. It lacks the depth and customization options found in the individual Google services, falling short for those needing detailed reports, custom event tracking, advanced eCommerce analytics, or sophisticated ad campaign management. For example, while it supports Enhanced Conversions for basic lead tracking, it doesn't handle purchase-based conversions or offline conversions. Similarly, its SEO insights, derived from Search Console, are basic and don't replace a dedicated SEO plugin's capabilities. Specific examples of supported contact form plugins include Contact Form 7, WPForms, and Ninja Forms for enhanced conversion tracking. Overall, Site Kit is a valuable starting point for basic website analytics, particularly beneficial for users seeking a simple, readily accessible dashboard for key performance indicators. However, those with complex analytics needs or advanced marketing strategies will likely require the full functionality of the individual Google services or more comprehensive analytics tools.

(Source: https://yoast.com/what-is-google-site-kit/)