The ‘Assisted Conversions’ report in Google Ads (formerly Google Adwords) tell you about assisted conversions generated by a campaign, ad group, keyword and match type.

What are Assisted Conversions?

In the context of Google Ads, assisted conversions are those conversion actions which were assisted by ad clicks (excluding the last ad click) or ad impressions (excluding the last ad impression).

For example, for the conversion action ‘website purchase’ the ‘assisted conversions’ represents those website purchases which were assisted by ad clicks (excluding the last ad click) or ad impressions (excluding the last ad impression).

Last Ad Click and Last Ad Impression

The ‘last ad click’ is the click on a search network ad that happened just before a conversion.

The ‘last ad impression’ is the serving of a search network ad that happened just before the last ad click.

The ad impression that is recorded just before the last ad click is the last ad impression.

Assisted Ad Click and Assisted Ad Impression

An ad click other than the last ad click is called the assisted ad click.

An ad impression other than the last ad impression is called the assisted ad impression.

How to View and Use the Assisted Conversions Report in Google Ads

In order to view and use the ‘Assisted Conversions’ report, follow the steps below:

Step-1: Setup conversion tracking in your Google Ads account.

Step-2: Make sure that your Google Ad account has collected at least 30 days of conversion data from search network ads in your Google Ads reports. Otherwise you are most likely to draw wrong conclusions from your analysis.

Step-3: In your Google Ads account, click on the ‘Tools’ tab and then click on the ‘Search Attribution‘ link under the ‘Measurement’ section:

Step-4: Click on the ‘Assisted Conversions’ link:

Types of Assisted Conversions

In the context of Google Ads there are two types of assisted conversions:

1. Click assisted conversions
2. Impression assisted conversions

Introduction to Click Assisted Conversions

‘Click assisted conversions’ are those conversion actions which were assisted by ad clicks (excluding the last ad click).

For example, if your selected conversion action (in the ‘Assisted Conversion report) is ‘website purchase’:

Then ‘Click assisted conversions’ represents those website purchases which were assisted by ad clicks (excluding the last ad click):

Similarly, if your selected conversion action is ‘website leads’ then ‘Click assisted conversions’ represents those website leads which were assisted by ad clicks (excluding the last ad click).

The Assisted conversions report can tell you ‘click assisted conversions’ generated by a campaign, adgroup, keyword and match type:

You can click on a campaign name to see the click assisted conversions generated by all the ad groups in that campaign:

Similarly, you can click on an ad group name to see the click assisted conversions generated by all the keywords in that ad group:

The assisted conversions report show breadcrumb at the top through which you can determine where you currently are, in the report:

You can apply a secondary dimension to the data table in the assisted conversions report by clicking on the plus (+) drop down menu:

You can apply up to three additional dimensions to the data table in the assisted conversions report by repeatedly clicking on the plus (+) drop down menu:

Introduction to Click Assisted Conversions Value

‘Click Assisted Conversions Value’ is the total value associated with ‘Click assisted conversions’.

For example, if your selected conversion action is ‘website purchase’:

then ‘Click Assisted Conversions Value’ represents the total value (i.e. revenue) associated with those website purchases which were assisted by ad clicks other than the last ad clicks:

Similarly, if your selected conversion action is website leads (like ‘brochure order):

then ‘Click Assisted Conversions Value’ represents the total value associated with those website leads which were assisted by ad clicks other than the last ad clicks.

The Assisted conversions report can tell you ‘click assisted conversion value’ for the click assisted conversions generated by a campaign, adgroup, keyword and match type:

Introduction to Last Click Conversions

‘Last Click conversions’ are those conversion actions which were assisted by last ad clicks.

For example, if your selected conversion action is ‘website purchase’ then ‘Last Click conversions’ represents those website purchases which were assisted by last ad clicks:

Similarly, if your selected conversion action is ‘website leads’ then ‘Last Click conversions’  represents those website leads which were assisted by last ad clicks.

The Assisted conversions report can tell you ‘Last Click conversions’ generated by a campaign, adgroup, keyword and match type:

Introduction to Last Click Conversions Value

‘Last Click Conversion Value’ is the total value associated with ‘Last click conversions’.

For example, if your selected conversion action is ‘purchase’ then the ‘Last Click Conversion Value’ represents the total value (i.e. revenue) associated with those website purchases which were assisted by last ad clicks:

Similarly, if your selected conversion action is website leads then the ‘Last Click Conversion Value’ represents the total value associated with those website leads which were assisted by last ad clicks.

The Assisted conversions report can tell you ‘Last Click Conversion Value’ for the ‘last click conversions’ generated by a campaign, adgroup, keyword and match type:

Click-Assisted Conversions / Last Click Conversions

Through this ratio metric you can determine whether a Campaign, Ad Group, keyword or Match Type played:

1. equal role in both assisting and completing conversions
2. bigger role in assisting conversions
3. bigger role in directly completing conversions.

For example, for a keyword:

If the ratio (i.e. Click-Assisted Conversions / Last Click Conversions) is 1 or near 1 then it means the keyword played equal role in both assisting and directly completing conversions.

If the ratio is greater than 1 then it means the keyword played bigger role in assisting conversions than directly completing conversions.

If the ratio is less than 1 then it means the keyword played bigger role in directly completing conversions than assisting conversions.

Similarly, for a campaign:

If the ratio (i.e. Click-Assisted Conversions / Last Click Conversions) is 1 or near 1 then it means the campaign played equal role in both assisting and directly completing conversions.

If the ratio is greater than 1 then it means the campaign played bigger role in assisting conversions than directly completing conversions.

If the ratio is less than 1 then it means the campaign played bigger role in directly completing conversions than assisting conversions.

Introduction to Impression Assisted Conversions

‘Impression assisted conversions’ are those conversion actions which were assisted by ad impressions (excluding the last ad impression).

For example, if your selected conversion action is ‘website purchase’ then ‘Impression assisted conversions’ represents those website purchases which were assisted by ad impressions (excluding the last ad impression):

Similarly, if your selected conversion action is ‘website leads’ then ‘Impression assisted conversions’ represents those website leads which were assisted by ad impressions (excluding the last ad impression).

You can see the ‘Impression Assisted Conversions’ by clicking on the ‘Impression Assisted Conversions’ tab in the ‘Assisted Conversions’ report:

The Assisted conversions report can tell you ‘Impression assisted conversions’ generated by a campaign, adgroup, keyword and match type:

Introduction to Impression Assisted Conversions Value

‘Impression Assisted Conversions Value’ is the total value associated with ‘Impression assisted conversions’.

For example, if your selected conversion action is ‘website purchase’ then  ‘Impression Assisted Conversions Value’ represents the total value (i.e. revenue) associated with those website purchases which were assisted by ad impressions other than the last ad impression:

Similarly, if your selected conversion action is website leads then ‘Impression Assisted Conversions Value’ represents the total value associated with those website leads which were assisted by ad impressions other than the last ad impression.

The Assisted conversions report can tell you ‘Impression assisted conversion value’ for the Impression assisted conversions generated by a campaign, adgroup, keyword and match type:

Impression-Assisted Conversions / Last Click Conversions

Through this ratio metric you can determine whether a Campaign, Ad Group, keyword or Match Type played:

1. equal role in both assisting and completing conversions
2. bigger role in assisting conversions
3. bigger role in directly completing conversions.

For example, for a campaign:

If the ratio (i.e. Impression-Assisted Conversions / Last Click Conversions) is 1 or near 1 then it means the campaign played equal role in both assisting and directly completing conversions.

If the ratio is greater than 1 then it means the campaign played bigger role in assisting conversions than directly completing conversions.

If the ratio is less than 1 then it means the campaign played bigger role in directly completing conversions than assisting conversions.

Difference between ‘Click-Assisted Conversions / Last Click Conversions’ and ‘Impression-Assisted Conversions / Last Click Conversions’

Both ratio metrics provide same insight.

The only difference is in the context.

The metric ‘Click-Assisted Conversions / Last Click Conversions’ gives insight in the context of click assisted conversions.

Whereas the metric, ‘Impression-Assisted Conversions / Last Click Conversions’ gives insight in the context of impression assisted conversions.

As such, a traditional MMM model is not suitable for carrying out digital marketing mix modelling aka attribution modelling.

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