Today we’re going to explain why you should be paying attention to assisted conversions, how they work, and where to find them.
Assisted Conversions track user behavior over time. They understand what channels are really driving conversions. A Conversion is a Google Analytics goal of something good happening like an email, donation, download etc. If we only look at the most recent way the user came to the site before converting, we’re only seeing a tiny portion of a user and a site’s relationship.
The Dating Example
Boy meets girl.
They go on one date.
They fall in love.
However, that’s not how it really works, According to one study, It take an average of 14 dates before a couple says “I love you.” Compare this to the idea of a Conversion. People might come to your page, however it takes time before they say “I love you,” or convert.
Let’s say you own a dating site, OnlineDate.com and you want more people to register. Here’s an idea of what one user’s interactions with your online dating site might look like.
Interaction 1: The user makes an organic search via Google for “online dating site” goes to OnlineDate.com and explores the site but leaves.
Interaction 2: The user goes directly to OnlineDating.com because he/she remembers it. They sign up for email.
Interaction 3: Email alert brings you back to website, you pay for additional access. YEAH!
Interaction 4: They finally decide to sign up for your site!
It takes 14 dates for a couple to say 'I love you'. How long does it take the visitors on your site? Click To Tweet
Where Do we Find Assisted Conversions?
You can find Assisted Conversions under the Conversions Tab in your Google Analytics.
Now let’s dive into the Assisted Conversions chart
Before we do, we need to understand the difference between assisted and last click or direct conversions
Assisted means the channel is in the conversion pathway, but not the final interaction before a user converts.
Last Click or Direct means the channel is the very last interaction a user has before she converts.
Looking at final column you can see a ratio – # of assisted / # of last click conversions – this is very important – need to know what ratio means to understanding if a channel is more likely to assist or be last click.
Assisted/Last Click Ratio
- If a channel’s Assisted / Last Click ratio is closer less than 1, then it is more likely to be the final interaction a user has before converting.
- If a channel’s ratio is 1, then it is equally likely assist and complete conversions.
- If a channel’s ratio is greater than 1, then it is more likely that the channel is further down in the conversion pathway than the final interaction.
Lets take a look at the last row, Social Media. You can see that although Social Media doesn’t bring in a ton of conversion, it is the Highest Assisting Channel!
If you know that one channel assists more often than it converts, use “Top Conversion Paths” under “Multi-Channel Funnels” to see if an assissting channel often works together with a converting channel. If you see a pattern, think about creating campaign content that marries those two channels.
If you want to read more in depth you can check out this article! : Falling in Love at Third Site: A Tale of Assisted Conversions