--- title: 'Google Analytics + Kite' description: 'Kite reads your Google Analytics 4 reports to find where traffic and conversions fall off, traces which campaigns and landing pages bring the visits that convert, exports the users in an audience, and sets up the custom dimensions and metrics your reports are missing.' slug: '/integrations/google-analytics.md' page_type: 'integration' primary_question: 'What can Kite do with Google Analytics?' entity: 'Kite' category: 'AI marketing agent' author: 'Devon Wells and Kite' date_published: '2026-09-11' date_modified: '2026-09-17' integration: name: 'Google Analytics' categories: - 'analytics' connection_types: - 'OAuth' customer_account_requirement: 'required' capabilities_verified: '2026-08-26' vendor_url: 'https://analytics.google.com' related_use_cases: - '/use-cases/improve-website-conversion.md' related_playbooks: - '/playbooks/find-where-website-visitors-drop-out-with-google-analytics.md' - '/playbooks/see-which-campaigns-and-landing-pages-lead-to-stripe-customers-with-google-analytics.md' - '/playbooks/see-whether-intercom-conversations-lead-to-conversions-in-google-analytics.md' - '/playbooks/see-which-typeform-submissions-become-conversions-in-google-analytics.md' --- # Google Analytics + Kite 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. ## Google Analytics + Kite at a glance - **Connection:** Connect your own Google Analytics account through OAuth. - **Customer account required:** Yes, a Google Analytics account with access to the Google Analytics 4 property you want Kite to work in. - **Access:** Read and write. Most of the work is reading reports. Kite can also create audience exports, define custom dimensions and metrics, and send server-side events. - **Works with:** Google Analytics 4 properties and their standard, pivot, funnel, and realtime reports; the dimensions and metrics behind those reports; conversion and key events, channel groups, attribution settings, and audiences. - **Capabilities verified:** August 26, 2026. ## 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. ### 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 reports.** Standard, 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 events.** The 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 settings.** How the property sorts traffic into channels, plus the attribution model and lookback window it uses to credit conversions. - **Audiences.** The audiences configured on the property and the user rows inside an audience export or list. - **Property and account structure.** The accounts, properties, and their settings, so Kite works in the right Google Analytics 4 property. ### Information Kite can create or change - **Audience exports and lists.** Kite 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 metrics.** Kite defines a new custom dimension or metric on the property, or archives one you no longer report on. - **Server-side events.** Kite sends events to the property through the Measurement Protocol, validating them first, to record actions that happen off the page. - **Property settings.** Kite updates a property's settings, such as its display name, time zone, currency, or industry category. ## How Kite connects to Google Analytics Kite is your AI marketer in Slack. It researches your business, builds a growth strategy, and ships the work that brings you new customers. 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 find where website visitors drop out with Google Analytics (coming soon) Kite 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. - How to see which campaigns and landing pages lead to Stripe customers with Google Analytics (coming soon) Google 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 whether Intercom conversations lead to conversions in Google Analytics (coming soon) Intercom 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 see which Typeform submissions become conversions in Google Analytics (coming soon) Typeform 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. ## Where Google Analytics fits in Kite's marketing work ### [Improve website conversion](/use-cases/improve-website-conversion.md) 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. ## 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.