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Assisted Conversions, Find Out More About This Interesting GA Tool

Assisted conversions, find out more about this interesting GA tool

Assisted conversions, find out more about this interesting GA tool. Increased visibility and traffic: that’s what every website owner wants.

However, it is only a way to reach the most important goal: conversion. Do you want to always monitor whether all your goals have been achieved?

You can use conversion and assisted conversion reports as well as an attribution model comparison. Let’s find out why it’s important and what to pay attention to in this blog article.

The Assisted Conversion report is another source of information on user behavior on your site. It’s available in the Google Analytics tool. It is time to learn which of these sources lead to conversions on the website.

But do you know what a conversion is?

Assisted conversions: what is a conversion and how is it measured?

No matter what kind of website you have, it has some major goals to achieve. When the user completes such a goal, this is called a conversion.

In an online store, buying a product is usually the most important conversion.

To be able to measure transactional data, you need to implement e-commerce tracking. However, getting contact details or downloading ebooks are also great examples of goals.

Measuring the realization of goals is a competence that every website owner should have. Only this can allow you to determine the 100% effectiveness of your advertising campaigns.

Once you have set your goals, you have an opportunity to analyze the following aspects:

  • the number of goals achieved,
  • conversion rate,
  • bounce rate,
  • pages on which the goals were achieved,
  • traffic sources which lead to conversion.

In some random report the conversion is assigned to the last non-direct traffic source. What does this mean?


Situation 1

  1. a user enters a given phrase in Google;
  2. from the search results, he/she clicks on a page of your online store;
  3. he/she reads more about the product;
  4. he/she buys the product.

In this situation, the conversion is assigned to Google (organic).

Situation 2

  1. a user enters a given phrase in Google;
  2. from the search results, he/she clicks on a page of your online store;
  3. he/she reads more about the product;
  4. he/she leaves your website;
  5. one hour later the user enters the name of the store in Google;
  6. from the search results, he/she clicks on the first result (a page of your online store which is a Google ad);
  7. he/she selects a product;
  8. he/she leaves the store without buying anything;
  9. 2 hours later the user enters the store by typing a web address into the browser bar;
  10. the user selects a product;
  11. he/she buys the product.

In this situation, the conversion is assigned to CPC (paid traffic).

From this report you can find out which channel source reached its target. On the other hand, you can’t notice which one brought users who completed the transaction.

Fortunately, there are even more possibilities that Google Analytics gives you. At this stage of scanning the data, you shouldn’t take any hasty action.

What can you learn from the assisted conversions report?

Assisted conversions is another report that can be found in the Google Analytics tool. With its help, you will learn which traffic sources have played an important role in converting.

This report shows you how important different marketing channels are in bringing users to your:

  • store;
  • business website;
  • company blog.

In this report you get clear data about the traffic sources that played a major role in the conversion. Note: in order to get access to this report in GA it’s necessary to set up goals or run the e-commerce module.

The report contains three metrics:

  1. assisted conversions: any conversions for which a given channel appeared on the conversion path;
  2. last click or direct conversions: any conversions for which a given channel led to the final conversion;
  3. assisted/last click or direct conversions: the number of assisted conversions per last click or direct conversion.

From the report you can learn that:

  • most conversions are assisted by organic search results;
  • direct search results are also most often responsible for the final conversion;
  • paid search is much more important for the last click or direct conversions than for assisted conversions.

Channels in Google Analytics are grouped in different ways. They don’t always give a clear picture of how users reach your website.

In order to obtain accurate data, change the primary dimension to Source/Medium. This way, you’ll learn exactly on which channels you should pay attention.

Why is the analysis of assisted conversions so important?

Often, users don’t buy products or decide to contact the company when they first visit the site. Sometimes they need time to familiarize themselves with the product, company, store and the reviews.

Only after a certain period they make the final decision to buy or to contact you. Only products bought by impulse can have a conversion path limited to one step.

It is extremely important to remember it when analyzing the conversion of your online store. A situation in which a given channel is not responsible doesn’t mean that it is irrelevant.

You don’t have to concentrate your marketing activities on it.

Perhaps it is thanks to this channel that users reach your website and find out more about you. However, they need more time to make a decision.

Nothing stops them from visiting your website again after a few days and making the purchase. But in this case, did the first visit not matter? Believe us, it did!

What to pay attention to when analyzing assisted conversions?

One of the traps you may come across is adding together the number of conversions or their value. Remember that one channel can have different functions on a conversion path.

It can be responsible for the assisted conversion and later lead to conversion.

Please note that the number of total conversions for every channel can be found in the Top Conversion Paths report.

Top Conversion Paths, Time Lag and Path Length

The TCP report allows you to learn the exact steps that users have taken before they accomplished the goal. Apart from indicating specific paths, it also shows the number of conversions for every path.

In this report you can see the exact number of conversions in which the Direct channel was involved. To get the full picture of your users’ behavior, it is also worthwhile to read the Time Lag report.

This one indicates how much time has passed from the first time users visited the website to conversion. Another valuable piece of information is the length of the conversion path (Path Length report).

It shows how many interactions with the website from different channels users have to make in order to convert.

Model Comparison Tool

This article focuses on assisted conversions. However, the same or even more detailed conclusions can be obtained by attribution modeling. We would like to briefly present the most essential aspects of this report.

The reports you’ve learned provide insight into how users reach your site. But GA offers even more functionalities. This tool can be found in the Multi-Channel Funnels section.

The comparison of conversion models allows you to analyze certain decisions from a different perspective. With it, you can decide which channels should have an increased marketing budget.

In short, you can compare the default method of assigning conversions (Last Interaction, for example) with the First Interaction Model. See how the conversion is changing.

In the tool you will find several attribution models that can be adapted to your demands. Additionally, you can also create your own models, more tailored to your business.


Setting goals is one of the key activities that you should do at the beginning of running your own website. Google Analytics offers many great features to analyze.

Not only the users’ behavior on the website, but also how they reach it.

This allows you to make more data-driven marketing decisions. Learning about assisted conversion, conversion paths and attribution models brings you closer to success.

We think that making marketing decisions based solely on measuring last-click conversion is insufficient. In some cases may lead to wrong conclusions. Check the contribution of source/medium on the entire conversion path.

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