Google Analytics reports on “assisted conversions” are hidden deep in the platform’s conversion analysis tools.
While most Analytics reports show the immediate source (“last click”) of traffic and conversions, assisted conversions identify the relationship between all channels and conversions.
“When I want to attribute conversions to different campaigns beyond the last non-direct click conversions shown in Google Analytics reports, I go to … the multi-channel funnels,” said Oeuyown Kim, senior analytics strategist at Portent, a digital marketing agency.
“This is what I’m usually interested in most [Assisted Conversions]. It’s really underutilized, ”said Kim.
As she spoke, during a live demonstration for CommerceCo through the Practical eCommerce community on April 22, 2021, Kim navigated Assisted Conversions in the Multi-Channel Funnels in Analytics section above (Conversions> Multi-Channel Funnels> Assisted Conversions).
The Assisted Conversions report shows how different channels – direct, organic search, online and offline ads – affect a customer’s path to conversion. The report assigns channels to three conversion roles:
- Final interaction. The interaction immediately before the conversion.
- Support interaction. Any channel on the conversion path that is not the final interaction.
- First interaction. The beginning of a specific conversion path.
The Assisted Conversions report contains three sets of metrics for a user’s conversion goal: Assisting Interactions Analysis, First Interactions Analysis, and Conversions. (Create goals in Analytics under Admin> View> Goals.)
Support of interaction analysis.
- Supported Conversions. The number of times a given channel (or all channels in total) was supported in a conversion. In general, a channel that provides many supported conversions is important to the conversion path.
- Supported conversion value. The total monetary value (if applicable) of conversions supported by the channel. Note that this is not a percentage of the conversion values assigned to a channel, but the total conversion value. Be careful not to double or triple the conversion values when multiple channels have contributed to a single conversion.
- Last click or direct conversions. These are target conversions where the channel was the last or only interaction – according to Google, “the last click or direct traffic before a conversion receives the last interaction credit for that conversion”.
- Last click or direct conversion value. Similar to the assisted conversion value above, this is the total monetary value associated with a conversion goal for which the channel was the last click or direct conversion.
- Assisted / Last Click or direct conversions. This is a ratio of a channel’s role in conversion. “A value close to zero indicates that a channel has completed more sales and conversions than it has supported. A value close to one indicates that the channel has supported and completed sales and conversions alike. The more this value exceeds a value, the more the channel supports sales and conversions, ”says Google.
First interaction analysis.
- First click on Conversion. This metric counts the number of times a channel was the first interaction on the conversion path.
- First, click Conversion Value. For example, suppose a conversion goal is set to have monetary values. This metric shows the total number of conversions for which the channel was the first interaction.
- First / last click or direct conversions. The ratio that describes the channel’s role in conversions. A value close to zero indicates that a channel was the last interaction on a conversion path. A value of one or more indicates that the channel was often the first interaction.
- Conversions. All conversions completed.
- Conversion value. The total value of conversions for the period shown.
Kim pointed out that the analysis can be applied to any combination of conversion goals. Therefore, one could try to understand how one channel affects a single goal, or see how all channels together affect conversions.
In addition, the results can be applied to familiar reports such as source / medium.
Kim also suggested exploring dimensions. One example is focusing on specific campaigns to understand how channels interact and work.
In the supported conversions, you can use conversion segments to examine the conversion paths in detail. For example, Kim created a custom (custom) segment to track visitors who switched from a display ad to an organic search.
“Let’s say you have users who came in from a display ad the first time they interacted with your website. You wonder how many of these [visitors] converted through organic search … if you create a segment like this, “Kim said during her demonstration.
Using conversion segments specifically, and using the Assisted Conversions report in general, will help you better understand what is really driving conversions for your business website.