What Google Analytics is and how Kite works with it
Google Analytics is the product most teams use to see how people find a website, what they do on it, and where they convert. Its current version, Google Analytics 4, keeps everything in a property and records each visit as a stream of events you can break down by page, channel, source, device, and date. With your account connected, Kite reads those reports to find where your traffic and conversions fall off, traces which campaigns and landing pages bring the visits that convert, exports the users in an audience, and defines custom dimensions and metrics so future reports track what your business cares about. You connect your own Google Analytics account through OAuth.
Marketing jobs Kite can do with Google Analytics
Almost everything useful in Google Analytics starts with a report. Kite pulls the reports from your property, reads them the way an analyst would, and turns the numbers into the specific page or step worth changing. The jobs below move from reading traffic and engagement, to finding where conversions leak, to the measurement setup that makes the next report sharper.
Read the traffic and engagement behind your site
Kite runs reports on the Google Analytics 4 property you connect. It chooses the metrics that answer the question at hand, such as sessions, active users, views, engagement rate, and conversions, and groups them by the dimension that matters, such as page, landing page, channel, source and medium, country, or device. It sets the date range and compares one period against another so a change shows up as a number, not a hunch.
This is the reading every other job builds on. When you want to know which pages lost traffic last month or whether a new channel is pulling its weight, Kite gets the figures from your own property rather than asking you to build the report yourself. It can also run a realtime report when you need to see the last half hour, for example while a launch or a campaign is going live.
Find where visitors drop out of your funnel
Kite runs a Google Analytics 4 funnel report to see where people leave before they convert. It defines the ordered steps a visitor takes, such as viewing a page, starting a form, creating an account, and completing a purchase, then reads how many people reach each step and how many fall out before the next one.
To measure the right finish line, Kite reads the conversion events and key events your property already has, so the funnel ends on the action you actually count as a conversion. The result is specific: the one step that loses the most people, which is the page or moment worth fixing first. That diagnosis is the starting point for the conversion work in the use case below.
See which campaigns and landing pages bring conversions
Kite reads conversions broken down by channel group, source and medium, campaign, and landing page, so you can tell which efforts produce customers rather than just clicks. A campaign that drives plenty of sessions but few conversions reads differently from one that sends fewer people who convert, and Kite puts those side by side.
To give credit to the right campaign, Kite reads the property's attribution settings, including the attribution model and the lookback window. That keeps its read of "which campaign gets the conversion" consistent with what you see in the Google Analytics interface.
Once you know which campaigns and audiences produce customers, the next move is usually to reach more people like them. The analysis from Google Analytics becomes who you go after next, and Kite can build and enrich that outbound list through the prospecting products it connects, such as Apollo, Clay, and Crustdata.
Pull the users in an audience into an export
Kite lists the audiences configured on your property and can create an audience export, a snapshot of the users in an audience at a point in time, then query the rows in that export. When you want the snapshot to refresh on its own, Kite creates a recurring audience list that rebuilds daily from the latest data.
This turns an audience you defined in Google Analytics, such as people who started a trial or viewed the pricing page twice, into a list Kite can read and act on.
Set up the custom tracking your reports are missing
When a report can't answer your question because the data was never captured, Kite can add the measurement. It creates a custom dimension or a custom metric on the property so a specific event parameter or user property becomes something future reports can break down or total. It archives a custom dimension you have stopped reporting on.
Kite can also send events to the property through the Measurement Protocol, which records actions that happen away from the page, and it validates those events before they go to production so the data lands correctly.
What Kite reads and changes in Google Analytics
Information Kite can read
- Google Analytics 4 reportsStandard, batched, pivot, and realtime reports of event data, built from the dimensions and metrics available on the property across the date ranges you choose.
- Conversion and key eventsThe events your property counts as conversions or key events, so Kite measures the actions that matter to you rather than raw clicks.
- Channel groups and attribution settingsHow the property sorts traffic into channels, plus the attribution model and lookback window it uses to credit conversions.
- AudiencesThe audiences configured on the property and the user rows inside an audience export or list.
- Property and account structureThe accounts, properties, and their settings, so Kite works in the right Google Analytics 4 property.
Information Kite can create or change
- Audience exports and listsKite creates a point-in-time export of the users in an audience and can set up a recurring list that refreshes daily.
- Custom dimensions and metricsKite defines a new custom dimension or metric on the property, or archives one you no longer report on.
- Server-side eventsKite sends events to the property through the Measurement Protocol, validating them first, to record actions that happen off the page.
- Property settingsKite updates a property's settings, such as its display name, time zone, currency, or industry category.
How Kite connects to Google Analytics
Connect your Google Analytics account through OAuth. Kite then works with the records and permissions available to that connected account. Point it at the Google Analytics 4 property you want it to read, and if your account has more than one property, Kite lists them so you pick the right one. You can start with a goal, such as asking where your signup funnel loses the most people, and Kite proposes the report, the events, and the date range before it runs anything.
Playbooks using Google Analytics
- How to get a weekly Google Analytics report in SlackGoogle Analytics has no Slack connection of its own. Kite reads your Google Analytics 4 property every week and posts what changed, why it changed, and what to do about it, so nobody has to email a scheduled report into a channel or keep a script running.
- How to track visitors from ChatGPT and other AI assistants in Google AnalyticsUseful when you want to know how much traffic AI assistants already send you. Kite filters your sessions by source for addresses such as chatgpt.com, perplexity.ai, gemini.google.com, and claude.ai, or uses the AI channel your property already has, then connects each visit to the page it landed on and whether it converted.
- How to find where website visitors drop out with Google AnalyticsKite builds a funnel report from your property, reads the completion rate at each step, and returns the single step that loses the most people, with the traffic behind it, so you know which page to fix first.
Show 5 more playbooks
- How to measure a website change with Google Analytics when you can't A/B testUseful when you've changed a page and have no A/B test to tell you whether it worked. Kite compares the changed page's conversion rate over equal periods before and after the change, checks it against pages you didn't change and against shifts in your traffic sources, and calls the result only once enough conversions have come in.
- How to see which campaigns and landing pages lead to Stripe customers with Google AnalyticsGoogle Analytics supplies the conversions by campaign and landing page, and Stripe supplies which of those became paying customers. Kite lines the two up on a shared campaign or cohort key so you can see which landing pages produce revenue, not just signups.
- How to see which Typeform submissions become conversions in Google AnalyticsTypeform supplies the form responses and Google Analytics supplies the measured conversions. Kite aligns the submissions with the form's views and conversions for the same window so you can tell which forms turn visitors into leads.
- How to see whether Intercom conversations lead to conversions in Google AnalyticsIntercom supplies the conversation context and Google Analytics supplies the conversion outcome. Kite compares a cohort of conversations against the conversions recorded for the same period so you can see whether talking to support or sales moves people toward converting.
- How to audit your Google Analytics 4 setupUseful before you trust any report from the property. Kite starts from the conversions your business actually cares about, checks that each one is recorded once, marked as a key event, and credited to the right traffic source, then checks the property settings that shape every report and ranks what to fix first.
Where Google Analytics fits in Kite's marketing work
Google Analytics is how Kite reads the funnel on a website it does not host. It finds the step that loses the most people, sets the baseline before a change, and reads the same funnel again to see whether more visitors now make it through. That gives the conversion loop real numbers at both ends when your site is measured in Google Analytics rather than by Kite's built-in analytics.
Google Analytics is where Kite counts your conversions when your site is measured there. Kite reads the conversion and key events your property records and breaks them down by page and traffic source, so you can see how many people signed up or filled out a form, which pages and sources brought them, and whether the rate is rising. When the data you need was never captured, Kite adds the custom dimension or metric that lets future reports track it.
Google Analytics supplies the traffic figures for this read when your site is measured there. Kite pulls visitors, page views, and engagement from your property, compares them with the period before, and explains the reason behind each change and what to do about it.
Google Analytics shows how much of your traffic and how many of your conversions each channel brings. Kite reads conversions by channel group and by source and medium, credited the way your property's attribution settings define, so the question of how much your growth depends on one channel is answered from your own numbers before you decide where to invest next.
Google Analytics supplies the website part of the weekly report. Each week Kite reads traffic and conversions from your property, compares them with the week before, and reports what changed and why alongside the rest of your marketing metrics.
Google Analytics measures the funnel once it is live. When the landing page, lead capture form, and checkout sit on a site measured in Google Analytics, Kite runs a funnel report across those steps to see where people drop out, so it knows which step to improve first.
Google Analytics measures whether the launch worked. Kite can watch the realtime report while the launch page and announcement go live, then compare traffic and conversions after launch with the period before.
Google Analytics measures whether the new homepage works when your site is measured there. After the new headline, subheadline, and call to action go live, Kite compares the homepage's engagement and conversions over equal periods before and after the change, so you know whether more visitors moved on from the homepage.
Google Analytics is one of the sources Kite pulls public figures from. Kite reads the traffic numbers you choose to share, such as visitors and page views, from your property and refreshes them on the public metrics page on the schedule you set.
Google Analytics counts the visitors AI assistants send to a site it measures. Kite reads your sessions by source and landing page, filters them to the addresses of ChatGPT, Perplexity, Claude, and Gemini, and reports the key events those visitors completed. That tells you whether work to improve your visibility in AI answers is bringing more people to your site.
Google Analytics shows what your tagged links produced when your site is measured there. Kite reads the source, medium, and campaign values already in your reports, so a new naming scheme builds on what your team has been using. It then reads conversions by campaign and landing page, using your property's channel groups and attribution settings, to show which campaigns bring visitors who convert.
Google Analytics supplies the organic visits and signups when your website runs outside Kite. Kite reads organic sessions and conversions from your property and compares them with last month and the same month last year, so the report shows what search produced for the business, not only rankings and clicks.
Google Analytics measures the lead magnet's landing page when your site is measured there. Kite reads the visits and conversions behind the page and breaks them down by campaign, channel, and landing page, so you can see which promotion brings in signups.
Google Analytics adds your own website data to the audit. The first audit runs on Kite's built-in data sources, and connecting Google Analytics adds your real traffic, where it comes from, and the funnel steps where visitors drop out, so the ranked fixes rest on how people actually use your site.
Limits and product-specific details
- Google Analytics 4 properties. This page covers Google Analytics 4, the current version, and the reports, events, and audiences that live in a GA4 property.
- Conversion and key events are read-only. Kite reads the conversion and key events your property already has and measures against them. Creating or changing those definitions happens in the Google Analytics interface. Kite can still add custom dimensions and metrics through the connection.
- Reports come back aggregated. Google Analytics returns totals for the rows you ask for, so matching one visitor to a specific record in another product, such as a Stripe customer or an Intercom contact, relies on a shared identifier you have set up in your tracking. Without one, Kite compares the two sides as trends rather than person by person.
Common questions
Does Kite work with Google Analytics 4, or the older Universal Analytics?
Kite works with Google Analytics 4 properties. Its reports, funnels, events, channel groups, attribution settings, and audiences all read from the GA4 property on your connected account.
Can Kite measure conversions for a website it doesn't host?
Yes, and that is the main reason to connect Google Analytics. For a site measured outside Kite, Kite reads the funnel and the conversions from your GA4 property, the same job its built-in analytics handle on a site Kite hosts. That lets it diagnose a conversion problem and measure the result on the site you already run.