Google Analytics Assisted Conversions.

Probably one of the biggest questions in search engine marketing is which campaigns/keywords are working & driving the most leads/sales.

One of the first steps is making sure you have AdWords conversion code installed on your Website, so you know exactly which campaigns are driving leads/sales. But what about the keywords that seem to be driving relevant traffic to your website without converting? Or was it Display/banner ad campaigns that drove 1,000’s of visitors to your site with minimal conversions?

When deciding to delete or keep campaigns/adgroups/keywords  I would strongly suggest to use Google analytics ‘Assisted Conversion’ reports. Assisted conversions are the number of conversions for which a certain traffic channel appeared on the conversion path, but was not the final conversion interaction.

The ‘Assisted Conversion’ report in analytics will also identify ‘last click or direct conversions.’ I.e. The number of conversions for which this channel was the final conversion interaction.

Lets say that a recent customer:
1.    Visited your website 2 weeks ago through a banner ad campaign that your running. Then , he/she left your website without buying anything
2.    1 week later, that same user returned to your website by searching your company name & brought the product that your banner ads were advertising.

Its obvious that your banner advertisement assisted that customer’s decision in the purchase process. But if you are looking at the wrong reports, how will you know the true interaction & performance of your banner ads? This is where Google analytics ‘Assisted Conversions’ report really comes in handy. Google analytics can show you which traffic sources that assisted in conversions, via identifying a particular traffic source in the conversion path. To view Assisted Conversions & Direct conversion reports log into your Google analytics account goto Conversions; Multi-channel Funnels; Assisted Conversions & get data on the first visit source.

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