Assisted conversions can be a very effective metric for accurately determining which aspects of your online marketing are contributing to the success of the company. However, you need to know where to find them in Google Analytics and how to use these numbers effectively. They are located in a slightly different location than the regular conversions so I will walk through how to find them as well as how use them productively.
First, log into your Google Analytics account and scroll all the way down to “Conversions” on the left hand side. After opening the “Conversions” drop down, the third item from the top will say “Multi-Channel Funnels”. Click this and it will bring down one final drop down. Here is where you find “Assisted Conversions” located second item from the top.
Once inside this area you will see a table of assisted conversions broken out by online channels. Each channel has a number of assisted conversion as well as an assisted conversion value. This view is great for finding where assists are coming from in general, which helps us to understand the purchasing process of the customers. It is important to compare these assisted conversion numbers to final conversion or last click conversion numbers as well. Big disparities in these numbers could suggest that customers are finding you through one channel but actually converting through another. This is important because there could be a piece of a marketing campaign that seems useless because it is not converting, but in reality it is serving as the introduction with another channel getting the conversion. We see this frequently with paid search when a paid click will be the first interaction, but the last click conversion will come from the second or third visit to the site that comes from organic or direct.
To take this one step further, you can click into any of these channels and break down where assisted conversions are coming from with the secondary dimension tool. The secondary dimension drop-down, located just above the data table, allows you to select categories such as Campaign, City, Device Category, and Matched Search Query (Adwords) just to name a few. These numbers will give insight into the full evaluation of how effective each piece of your marketing efforts have been. Understanding the complete conversions path of customers and not just the final step allows you to make informed decisions to move your online business in a positive direction.