Google toolkit combines in itself several Google services. You can find it in the Apps menu.
First, you need to verify your site with Google. You can do it through Google Tag Manager or separately with a script tag. By completing this you will be able to activate Google catalog feed и Google Console. Learn how to verify your site and activate the services from the links.
You can activate Google Analytics separately from the other services. Follow the линка to learn how to do it.
When you’re done make the app Активно и запазете the changes.