In the Assisted Conversions report (under ‘Conversions’ > ‘Multi-Channel Funnels‘) you are likely to see the following two metrics: Assisted Conversions and Assisted Conversion Value:

What are Assisted Conversions?

An assisted conversion is a website goal that was indirectly achieved by a marketing channel.

Let us suppose a user clicked on your paid search ad but later returned to your website via organic search to make a purchase.

In that case, the paid search marketing channel only helped in achieving the website goal (i.e. the purchase).

In other words, the paid search marketing channel indirectly achieved the website goal and hence the goal or conversion attributed to the paid search marketing channel would then be referred to as an assisted conversion.

The assisted conversions are the number of conversions assisted by a marketing channel.

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Importance of Assisted Conversions in Multi-Channel Marketing

Many marketers/analysts still evaluate the performance of a marketing campaign or channel according to the number of conversions it completed.

This is a sub-optimal way of evaluating the performance of a marketing channel.

If a marketing channel is not directly completing a conversion, it may be assisting in conversion.

So before you discard or label a marketing channel as ineffective or over-invest in any particular channel determine the number of conversions assisted by the marketing channel.

For example, both display and email are poor cousins of search marketing campaigns.

This is because they generally don’t get the credit for completing a conversion. But they do/can help in assisting a conversion.

So before you label these channels as ineffective or under invest in them, look at the number of assisted conversions in your Assisted Conversions report from these channels.

Remember, in the case of multi-channel marketing, no one marketing channel is solely responsible for conversions. Different marketing channels work together to create a conversion

What is Assisted Conversion Value?

The assisted conversion value is the total value of assisted conversions.

The higher the assisted conversion value, the more important a marketing channel is in assisting conversions.

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