Find out why the Google Analytics Assisted Conversions Report is one of the most important ones and learn to use it like a pro.

If you have a website that's recording conversions of any kind through Google Analytics, you HAVE to know the Assisted Conversions Report.

It's how you find out which type of content matters most in your funnel. And which pages actually make a difference ($$) at the end of the day.

What are Assisted Conversions?

An assisted conversion is counted when some dimension (pages, acquisition channels, ads, etc.) measured by Analytics is part of a user's conversion path, but not their final interaction.

Sounds complex?

Let's simplify:

Suppose you're interested in traveling and visiting Spain. 🇪🇸

You search Google for: “Best cities to visit in Spain”

The first result is from www.agenciadeviagensexemplo.com.br, and you click on it.

You read the article, and decide you have to see Madrid, Barcelona, Valencia and Granada.

Then you close that tab and go do something else.

A week later, you decide to buy the travel package that www.agenciadeviagensexemplo.com.br offers, so you search for “agencia de viagens exemplo comprar pacote”, click the first result, which is an Adwords ad, and make the purchase.

Assuming our example site has Analytics properly set up (talk to me if you need help doing that), we'll have recorded a conversion along with the purchase.

For Google Analytics, the conversion path you took was the following:

(1st) Google Organic >> (2nd) Google Adwords (Conversion)

So, we have:

• an Assisted Conversion for the Google Organic channel
• a Last Click Conversion for the Google Adwords channel

Back to the concept: an Assisted Conversion is any point of interaction with a Google Analytics dimension that was not the final interaction before a conversion.

How to use the Assisted Conversions Report like a Pro

You can use this report to find out which organic content is essential to your sales funnel, for example.

To discover where people find your site for the first time.

Or even to run an analysis of how important mobile is to your conversions.

Shall we?

First, to access it, go to Conversions > Multi-Channel Funnels > Assisted Conversions

*PS: My Analytics is in English. I'll always include the Portuguese equivalent of each image.

We land on the following page:

Here are the most important elements of the Report:

The Conversion Type

By default, all conversions come selected. So pay attention: if you only want to see a Lead conversion, or a sale, make sure it's the only one selected.

The Lookback Window

This is the window of past time you want to include in the report. You should adjust it according to your customer's buying journey. Usually, for B2B products, 90 days is the best option.

The Analysis Type

This is one of the most important settings.

You can choose the interaction type: Assisted, or First Click.

First click interactions are especially useful for learning more about the top of your funnel.

They tell you how people hear about you, and where your converters come from.

First click interactions simply attribute the full value of a conversion to the first touchpoint the user had with your site.

Choose assisted / first click conversions according to your goal.

The Primary Dimension

This is where the real power of this tool hides.

The default view is by Acquisition Channels. It can be pretty useful, giving you an overview of which channels are important to you.

But it doesn't give you enough detail to understand what's really going on.

So you can change the Primary Dimension to dig deeper.

For example:

Let's find out which Landing Pages are driving the most assisted conversions:

And…

We get a list of the pages bringing us the most assisted conversions.

Now, use your imagination and test other dimensions for more insights about your site.