Latest · Ad platforms

Site Kit Now Auto-Counts Your Form Leads as Conversions

October 4, 2026

Google Site Kit version 1.187.0 flipped on automatic tracking of form submissions and checkout events across eight popular WordPress plugins, no setup required. It shipped September 7, and it's live on more than 5 million active installs.

If your apartment site runs on WordPress with one of those plugins powering your contact or tour-request form, Site Kit is now watching those submissions and can feed them straight into Google Ads as conversions. That's useful. It's also a problem if you've spent the last year building your own lead definition, because the breakdowns start with zero history. Every dashboard resets. Any trend line you were using to argue for more budget just got wiped and restarted on Google's clock, not yours.

Here's the part worth sitting with: the same event that counts as a "lead" in Site Kit may not match what your CRM calls a lead, and it definitely won't match what your ILS calls one. You're about to have three systems scoring the same form fill three different ways, and Google Ads will happily optimize toward whichever number it sees first.

Go check whether Site Kit is installed on your property or corporate sites, and whether it just started auto-tracking something your team didn't ask for. If it has, decide now whether you want Google Ads bidding on those events or whether you'd rather keep your existing conversion setup as the source of truth. Don't find out which one your agency picked by accident three weeks from now when the lead count looks great and the leasing team says nothing changed.

Source: PPC Land, October 3, 2026