What changes once your conversions are tracked
Traffic reports tell you how many people showed up. They don't tell you what those people did, and that second question is usually the one you actually need answered.
Site Kit is great at the first question. It pulls Search Console and Analytics into your dashboard so you can see which posts get found and how many people read them. That's real, useful information, and it's free.
The second question needs something different. A conversion has to be detected at the moment it happens, inside the plugin where it happens, with the details attached: which form, which product, how much money. Then it has to be sent everywhere it needs to go. That's the job Conversion Bridge does.
An example of how this plays out
Say you sell a course. Someone finds a blog post from search, downloads a free guide through a WS Form opt-in, comes back a week later from a Facebook ad, and buys.
With Google-only tracking, the purchase shows up in Google Analytics and Google Ads. That's fine as far as it goes. But Meta never hears about the sale, so the ad that closed it looks like it did nothing, and the ad platform can't learn from it. The opt-in that started the whole thing may not be recorded as an event at all if the form plugin isn't one of the supported ones.
With Conversion Bridge, both events are detected once in WordPress and sent to every platform you've connected at the same time. The purchase carries the order value. Hashed customer details can go along with it so Meta and Google can match the conversion to the person who saw the ad. And the conversion journey shows you the blog post, the opt-in page, and the return visit that led to the sale.
Where each one belongs
Both plugins place the Google tag and both can send conversion events, so the difference is in scope. Site Kit is built around Google: it installs Google's tags, reports on a set of eight plugins, and sends those events to Google Analytics and Google Ads. Conversion Bridge is built around your WordPress site: it detects conversions from 71 plugins and sends them to every analytics and ad platform you've connected, Google included.
You can run both, and some sites do, but I wouldn't set out to. If two plugins both place the Google tag, every pageview gets counted twice, and it's easy to miss because the reports still look normal, only higher.
If you do want Search Console and AdSense numbers inside WordPress, connect only those two modules in Site Kit and leave Analytics and Google Ads unconnected. Site Kit then won't output the GA4 or Google Ads scripts, so there's only one of each on the page and Conversion Bridge handles the conversions.
