Understanding Assisted Conversions in Google Analytics

Google Analytics is a powerful tool that provides insights into website performance, user behavior, and conversion metrics. One of the lesser-known features in Google Analytics is the concept of Assisted Conversions, which provides a more comprehensive view of the user journey leading to a conversion. This article aims to demystify this feature and help SEOers and digital marketers leverage it for better decision-making.

What are Assisted Conversions?

Assisted Conversions, formerly known as the Multi-Channel Funnels report, are a set of metrics in Google Analytics that show the impact of marketing touchpoints on a conversion. Unlike the traditional Last Non-Direct Click report, which only attributes the conversion to the last click, Assisted Conversions consider a series of interactions a user has with your website and marketing campaigns leading up to a conversion. This approach provides a more accurate and holistic view of the customer journey.

Google Analytics uses a proprietary algorithm to determine the contribution of each channel to the conversion. This feature is particularly useful in understanding the role of different channels, from organic search to social media, in the conversion process. By providing a comprehensive view of the user journey, Assisted Conversions help in attributing credit fairly to all the touchpoints that contributed to the conversion.

Why Use Assisted Conversions?

Using Assisted Conversions can offer several benefits to SEOers and digital marketers:

Better Attribution: It provides a more accurate attribution model, giving credit to all the channels that contributed to the conversion, not just the last click. This helps in understanding the true path a user takes to convert, which can be a series of interactions across multiple channels and devices. Informed Decision-Making: With a clearer picture of the user journey, marketers can make better-informed decisions about budget allocation, content creation, and marketing strategies. For instance, if a particular marketing campaign is found to have a significant impact in the 3rd or 4th interaction, it can be given more emphasis in future campaigns. Improved Campaign Optimization: By understanding the flow of users through various touchpoints, you can optimize your campaigns to improve their effectiveness. For example, if you see that users are first clicking through SEO, then visiting your blog, and finally converting on your e-commerce site, you could focus on improving the user experience at each of these stages.

How to Enable and Use Assisted Conversions in Google Analytics

Enabling Assisted Conversions in Google Analytics is straightforward:

Login to Google Analytics: Log in to your Google Analytics account and navigate to the Data Explorer. Go to Funnels Tab: In the top navigation menu, navigate to the 'Behavior' section, and then select 'Funnels' from the dropdown menu. Configure Funnels: Click on the 'Funnel Builder' icon (funnel icon with a 'plus' sign), and add steps to your funnel based on your conversion path. You can set up funnels for specific conversion events or transactions. Select Assisted Conversion Attribution Model: Once you have set up your funnel, click on the 'Attribution' dropdown and select the 'Assisted Conversion' model. Google Analytics offers different models such as First Interaction, Linear, Last Interaction, Time Decay, and Custom, but Assisted Conversion is the default and most commonly used model. Analyze the Data: Review the funnel visualization to see the steps users took before converting. You can also view detailed reports in the Multi-Channel Funnels section to see the contribution of each channel at each step of the funnel.

Key Metrics and Reports in Assisted Conversions

Google Analytics provides several key metrics and reports related to Assisted Conversions, including:

Conversions by Conversion Type: This report shows the number of conversions by the type of event that led to the conversion (e.g., sign-up, purchase, lead form submission). Assisted Conversions by Channel: This report provides a breakdown of the contribution of each channel to conversions, showing both direct and assisted conversions. Assisted Conversions by Acquisition Channel: This report breaks down the contribution of each acquisition channel, showing the path users took to convert. Assisted Conversion by Cohort: This report helps you understand the impact of marketing campaigns over time, showing how different cohorts (user groups) behave after being exposed to a particular campaign.

By leveraging these metrics and reports, you can gain deeper insights into the user journey and make data-driven decisions to optimize your marketing strategies.

Conclusion

Assisted Conversions in Google Analytics offer a powerful tool for SEOers and digital marketers to understand the complex user journey leading to a conversion. By providing a more accurate attribution model, Assisted Conversions help in optimizing your marketing campaigns, improving user experience, and driving better business outcomes. Whether you are an SEO professional or a digital marketer, understanding and utilizing Assisted Conversions can significantly enhance your marketing effectiveness.

Related Keywords

Keyword1: Google Analytics

Keyword2: Assisted Conversions

Keyword3: Multi-Channel Funnels