First Click Conversions and Value 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 two metrics: First Click Conversions and First Click Conversion Value under the ‘First Interaction Analysis‘ tab:

First Click Conversions and First Click Conversion Value

What are First Click Conversions?

First Click Conversions

A first click conversion is the website goal that was initiated by a marketing channel.

Let us suppose a user saw a display ad but did not click on it. He later returned to your website via organic search to make a purchase.

In that case, the display marketing channel initiated/started the conversion process that leads to the website goal (i.e. the purchase). Without the role of the display ad in the conversion path, the purchase would have not happened.

The goal or conversion initiated by the display marketing channel is referred to as the first click conversion.

The first click conversions are the number of conversions initiated by a marketing channel.

First Click Conversions 2 1
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Importance of First Click Conversions in Multi-Channel Marketing

Many optimizers evaluate the performance of a marketing channel or campaign only 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 initiating a conversion or assisting in conversions.

So before you declare a marketing channel as ineffective or over-invest in any particular channel determine the following two things:

  1. The number of conversions initiated by the marketing channel (first click conversions).
  2. The number of conversions assisted by the marketing channel (assisted conversions).

For example, display marketing campaigns often do not get any conversion credit from Google Analytics. But that does not mean they do not have any impact on website conversions.

Maybe they are playing an important role in initiating or assisting conversions.

What is First Click Conversion Value?

First Click Conversion value google analytics

The first click conversion value is the total value of first click conversions.

The higher the first click conversion value, the more important a marketing channel is in initiating conversions.

First Click Conversion value google analytics 2
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