Conversions

Analyzing Channel Contribution

A channel can play three roles in a conversion path:

  • Last Interaction is the referral that immediately precedes the conversion.
  • Assist Interaction is any referral that is on the conversion path, but is not the last interaction.
  • First Interaction is the first referral on the conversion path; it’s a kind of assist interaction.

The Assisted Conversions report summarizes the roles and contributions of your channels. To calculate the metrics in this report, Google Analytics looks across all the conversion paths for the conversions you’re analyzing:

  • Assisted Conversions and Assisted Conversion Value:
    This is the number (and monetary value) of sales and conversions the channel assisted. If a channel appears anywhere—except as the final interaction—on a conversion path, it is considered an assist for that conversion. The higher these numbers, the more important the assist role of the channel.
  • Last Click or Direct Conversions and Last Click or Direct Conversion Value:
    This is the number (and monetary value) of sales and conversions the channel closed or completed. The final click or direct traffic before a conversion gets Last Interaction credit for that conversion. The higher these numbers, the more important the channel’s role in driving completion of sales and conversions.
  • First Click Conversions and First Click Conversion Value:
    The number (and monetary value) of sales and conversions the channel initiated. This is the first interaction on a conversion path. The higher these numbers, the more important the channel’s role in initiating new sales and conversions.
  • Assisted/Last Click or Direct Conversions and First/Last Click or Direct Conversions:
    These ratios summarize a channel’s overall role. A value close to 0 indicates that a channel completed more sales and conversions than it assisted. A value close to 1 indicates that the channel equally assisted and completed sales and conversions. The more this value exceeds 1, the more the channel assisted sales and conversions.

A Note About Calculations

Assisted Conversions for a given channel counts all conversions in which that channel was a non-last interaction. Assisted Conversion Value is the total value associated with those conversions. As as result, double-counting can occur across rows or across assisted and last conversions. If two conversions occur for a single person, any channel interactions which were in both conversion paths count toward both conversions.