Google Analytics “Assisted Conversions” reports are hidden attribution gold 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 that you see throughout Google Analytics reports, I go to…the Multi-channel Funnels,” said Oeuyown Kim, a senior analytics strategist with Portent, a digital marketing agency.
“I am usually most interested in [Assisted Conversions]. It is really underutilized,” Kim said.
As she was speaking, Kim navigated to Assisted Conversions under the aforementioned Multi-channel Funnels section in Analytics (Conversions > Multi-channel Funnels > Assisted Conversions) during a live demonstration for the CommerceCo by Practical Ecommerce community on April 22, 2021.
The Assisted Conversions report shows how various channels — direct, organic search, online and offline ads — impact a customer’s path to conversion. The report places channels into three conversion roles:
- Last Interaction. The interaction immediately before conversion.
- Assist Interaction. Any channel on the conversion path that is not the Last Interaction.
- First Interaction. The start of a given conversion…