Common Marketing & SEO Checklist SEO best practices and guidance to help your website perform online.
Why Track Assisted Conversions is important for your website and SEO
The traditional method of tracking and attributing conversions, known as last-click attribution, records the entire value of a conversion to the marketing channel that brought the user to your site when they converted, their “last click”. This attribution model is simple and easy to track, but doesn’t record how different channels, such as organic search, social media and paid search, work together.Use “assisted conversions” to assign value to each marketing channel that brings a user to your site before they convert. You could have a marketing campaign that doesn’t result in many last-click conversions, but still assists in a high percentage of sales, making it a valuable marketing channel.
How to Track Assisted Conversions.
Once you have set up your goals, multi-channel reports will be available for all goals in Google Analytics. To view assisted conversions, open Google Analytics and click on the View you wish to use. In the Conversions reports, click on Multi-Channel Funnels. You can view data about assisted conversions in this section:
- Overview: This overview report provides the number of total conversions and the total number of assisted conversions. It also has a data visualization tool that allows you to see the percentage of total conversions each channel assisted in, as well as the percentage of conversions that were assisted by various channel combinations.
- Assisted Conversions: This report compares the number of conversions the channel assisted in with the number of last click conversions the channel brought to your website. It displays this ratio as a number: the lower the number, the more often this channel served as the last customer interaction before conversion. The higher the number, the more often the channel served as an assist for conversions. A value of 1 means the channel had as many assisted conversions as direct conversions.
- Top Conversion Paths: This report lists the various combinations of channels that resulted in a conversion on your site.
- Time Lag: This report shows how many conversions your site receives based on the number of days after a user first arrives on your site. For example, a user who arrives on your site and converts that day will have a Time Lag of 0. A user who visits your site, leaves, and then comes back to convert the next will will have a Time Lag of 7.
- Path Length: This report tracks the number of conversions based on the number of marketing channel interactions (the conversion path length). For example, a user who visits your site from search results, and then later clicks on a display ad before converting will have a path length of 2.