How to use Assisted Conversions Report in Google Analytics

Google Analytics

Step-1: Navigate to the ‘Assisted Conversions’ report:

Step-2: Make sure the date range of the report is set to the last three months.

Step-3: Unselect all Goal Conversions from the ‘Conversions’ drop down menu and then click on the ‘Apply’ button:

Step-4: Scroll down to the data table and then sort the table by ‘Assisted Conversion Value’:

You now see a list of marketing channels which assisted (but not closed) your website sales.  

These marketing channels are called ‘Assisting marketing channels’ and the conversions they assisted are called ‘Assisted Conversions’

From the data table above, we can conclude the following:

>> Direct channel played the biggest role (35%) in assisting website sales, followed by ‘Referral’, ‘Organic Search’, ‘Social Network’, ‘Paid Search’, ‘Display’, ‘Other Advertising’ and ‘(other)’.

 

Step-5: Sort the data table by ‘Last Click or direct Conversion Value’:

You now see a list of marketing channels which directly closed your website sales. These marketing channels were the last touchpoint (exposure) before the purchase took place. 

From the data table above, we can conclude the following:

>> Direct channel played the biggest role (66%) in directly closing website sales, followed by ‘Referral’, ‘Organic Search’, ‘Paid Search’, ‘Social Network’, ‘Display’, ‘Other Advertising’ and ‘(other)’.

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My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization Master the Essentials of Email Marketing Analytics Attribution Modelling in Google Analytics and Beyond Attribution Modelling in Google Ads and Facebook

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
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Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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