Last Click or Direct Conversions and Value in Google Analytics Explained

Last Updated: December 10, 2021

In the Assisted Conversions report (under ‘Conversions’ > ‘Multi-Channel Funnels‘) you are likely to see the following two metrics: Last Click or Direct Conversions and Last Click or Direct Conversion Value:

Last Click or Direct Conversions

What are Last Click or Direct Conversions?

Last Click or Direct Conversions2 1

The Last Click or Direct Conversion is a website goal that was directly achieved by a marketing channel.

Let us suppose a user clicked on your paid search ad but later returned to your website via organic search to make a purchase.

In that case, the organic search marketing channel directly completed the website goal (i.e. the purchase).

Hence the goal or conversion attributed to the organic search marketing channel would then be referred to as the Last Click or Direct Conversion.

The Last Click or Direct Conversions are the number of conversions directly completed by a marketing channel.

Last Click or Direct Conversions 3
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What is the difference between assisted conversions and Last Click or Direct Conversions?

Assisted conversions vs Last Click or Direct Conversions

An assisted conversion is the website goal that was indirectly achieved by a marketing channel. Whereas Last Click or Direct Conversions is the website goal that was directly achieved by a marketing channel.

Let us suppose a user clicked on your paid search ad but later returned to your website via organic search to make a purchase.

In that case, the organic search marketing channel directly completed the website goal (i.e. the purchase).

Hence the goal or conversion attributed to the organic search marketing channel would then be referred to as the Last Click or Direct Conversion conversion.

However, the paid search marketing channel only helped in achieving the website goal (i.e. the purchase).

In other words, the paid search marketing channel indirectly achieved the website goal and hence the goal or conversion attributed to the paid search marketing channel would then be referred to as an assisted conversion.

Whether a conversion is referred to as assisted conversion or direct conversion actually depends upon the role a marketing channel plays in a conversion path.

What is Last Click or Direct Conversions Value?

Last Click or Direct Conversions Value

The Last Click or Direct Conversions Value is the total value of Last Click or Direct Conversions.

The higher the Last Click or Direct conversion value, the more important a marketing channel is in completing conversions.

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