Analytics and tracking after migrating an AI website to WordPress
How to keep reliable analytics, conversion tracking and consent handling when moving an AI-built site to WordPress.
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The data gap nobody plans for
In almost every migration I have seen, analytics is an afterthought. The site launches, everyone is happy, and two weeks later someone asks why conversions dropped to zero. Usually nothing is wrong with the business; the tracking code simply did not move with the site, or it moved but the events behind buttons and forms did not.
AI builders often add analytics through a settings panel or inject scripts automatically. After conversion those scripts are gone. Planning analytics is therefore part of the migration, not a nice extra.
Inventory what you measure today
I start by listing everything the current site measures: page views, form submissions, button clicks, downloads, purchases and any custom events. I check which tools are used, for example a privacy-friendly analytics service, a tag manager or advertising pixels. I also note the goals and conversions configured in those tools, because they depend on specific URLs or event names.
If the old site measured nothing useful, the migration is a good moment to define a small set of meaningful events instead of copying noise.
Installing tracking in WordPress
The cleanest approach is a tag manager container added once to the theme, or a well-maintained plugin for the chosen analytics service. I avoid pasting scripts into random blocks. Events for forms and buttons are configured centrally, based on stable selectors or the form plugin's own success hooks, so editors can change text without breaking measurement.
On staging I disable tracking or send it to a test property, so test visits do not pollute real data.
Consent and privacy
In many countries analytics and advertising cookies require consent. A consent management plugin blocks scripts until visitors agree and records their choice. I configure it to match the categories used: necessary, statistics, marketing. The privacy page is updated to describe exactly which tools are in use.
Privacy-friendly analytics tools that do not use cookies can reduce consent friction, but the decision depends on your legal advice and business needs. I explain the options and let the client choose.
Keeping historical comparisons meaningful
If URLs change during migration, reports that compare before and after can be misleading. I annotate the launch date in the analytics tool and, where possible, keep the same property so history stays in one place. Redirects ensure that old campaign links still land on the right pages, preserving their attribution.
Expect some fluctuation in the first weeks. Bots, caching changes and consent banners can all affect numbers. Look at trends over a month rather than daily values.
Testing before and after launch
Before launch I test every important event in the analytics tool's debug view: submit a form, click the main call to action, complete a test purchase. After launch I repeat the tests on the live site. It takes half an hour and avoids weeks of missing data.
Search Console is part of this picture too. I verify the property for the correct domain variant and submit the sitemap on launch day, so search performance data continues without a gap.
Turning data into decisions
Analytics is only useful if someone looks at it. I set up a simple monthly report with a few numbers: visitors, top pages, conversions and search queries. That report shows whether the migration achieved its goals and where content can be improved.
A converted site with reliable measurement is a site you can steer. Without data, every decision is a guess.