What are assisted conversions?

Today, we would like to discuss what assisted conversions are and why it is important to track them.

Let’s start with a definition.

Assisted conversions (multi-channel funnels) are conversions that contribute to a user’s path toward completing a desired action, most commonly a purchase. Let’s look at an example. A visitor clicks on your advertisement and lands on a page featuring a product that only partially interests them. Instead of leaving the website, they continue browsing. After some time and several page visits later, they find exactly what they were looking for and complete a purchase. Technically, the original advertisement did not generate a direct conversion because the first product was ignored. However, the sale still happened.

It is also important to understand the strategic value of multi-channel funnels. They show how different traffic sources interact with each other. For example, imagine that you are considering buying a new smartphone. Your current device still works, but its performance and battery life are no longer ideal. You visit a website and browse several products out of curiosity, spending about five minutes there before leaving without making a purchase. Over the next few days, you continue seeing advertisements for electronics stores or even the specific model you viewed. You notice that the online price is attractive, but you still decide not to buy. A month later, you finally decide that a new phone is necessary. You search on Google, recognize the same website, see the best offer available, and place an order.

A significant amount of time can pass between the initial interest in a product and the final purchase. During this period, a chain of interactions gradually moves the customer closer to conversion.

It is important to understand that this process is not random. In fact, it provides valuable insights. Even if a marketing channel did not generate a direct sale, it may have generated clicks. Those clicks can be leveraged. For example, you can create highly personalized retargeting campaigns aimed at users who have already visited your website. This allows you to reconnect with potential customers and encourage them to complete a purchase through discounts or special offers.

To make this possible, you should install Google Analytics and configure goals or e-commerce tracking.

The main types of assisted conversions include:

1. First Interaction. The entire conversion value is assigned to the first advertisement and keyword that brought the user to the website.
2. Intermediate Interaction. Channels act as supporting touchpoints within the customer journey that eventually leads to a conversion.
3. Last Interaction. The entire conversion value is assigned to the final advertisement and keyword that the user clicked before completing the desired action.

Analyzing assisted conversions helps advertisers understand how website visitors ultimately become customers. Based on this information, an attribution model should be selected within the advertising strategy. Attribution models determine how conversion credit is distributed across all interactions in the customer journey. Google Analytics offers five standard attribution models, and the most appropriate choice depends on the goals of the campaign.

So why are assisted conversions important?

Their primary purpose is to identify the effectiveness of each marketing channel and provide opportunities for optimization.

To gain detailed insights, you should use Google Analytics or Yandex.Metrica. These platforms provide comprehensive information about the customer journey leading to conversion. Such reports help identify the channels that contribute most effectively to conversions, ultimately saving both time and advertising budget.

Google Analytics includes five standard multi-channel reports available to any user who has configured goals. These reports are useful for any business that attracts traffic through multiple channels. It is also worth noting that Google Analytics generally provides more analytical capabilities and data than Yandex.Metrica.

In conclusion, remember that every marketing channel matters if it ultimately contributes to the desired conversion.