Follow the steps below to use the Assisted Conversions report in 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 that assisted (but not closed) your website sales.  

These marketing channels are called ‘Assisted 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)’.

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

You now see a list of marketing channels that 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)’.