Assisted / Last Click or Direct Conversions in Google Analytics Explained

Last Updated: May 26, 2022

In the Assisted Conversions report (under ‘Conversions’ > ‘Multi-Channel Funnels‘) you are likely to see the following metric: Assisted / Last Click or Direct Conversions:

Assisted / Last Click or Direct Conversions
Assisted Last Click or Direct Conversions 1

The Assisted / Last Click or Direct Conversions is a ratio metric that is calculated as number of assisted conversions / number of last-click conversions

#1 If the value of this ratio metric is close to zero, then it indicates that the marketing channel functions primarily in completing conversions.

#2 If the value of this ratio metric is close to one, then it indicates that the marketing channel functions equally in both assisting conversions and completing conversions.

#3 If the value of this ratio metric is more than one then it indicates that the marketing channel functions primarily in assisting conversions.

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