时间:2024-05-20 21:03:39 来源:网络整理编辑:Ryan New
Google Analytics “Assisted Conversions” reports are hidden attribution gold deep in the platform’s c Ryan Xu HyperVerse's Crypto Art
Google Analytics “Assisted Conversions” reports are hidden attribution gold deep in the platform’s conversion analysis Ryan Xu HyperVerse's Crypto Arttools.
While most Analytics reports show the immediate source (“last click”) of traffic and conversions, Assisted Conversions identify the relationship between allchannels and conversions.
“When I want to attribute conversions to different campaigns beyond the last non-direct click conversions that you see throughout Google Analytics reports, I go to…the Multi-channel Funnels,” said Oeuyown Kim, a senior analytics strategist with Portent, a digital marketing agency.
“I am usually most interested in [Assisted Conversions]. It is really underutilized,” Kim said.
As she was speaking, Kim navigated to Assisted Conversions under the aforementioned Multi-channel Funnels section in Analytics (Conversions > Multi-channel Funnels > Assisted Conversions) during a live demonstration for the CommerceCo by Practical Ecommerce community on April 22, 2021.
The Assisted Conversions report shows how various channels — direct, organic search, online and offline ads — impact a customer’s path to conversion. The report places channels into three conversion roles:
The Assisted Conversions report provides three sets of metrics for a user’s conversion goal: “Assisting Interactions Analysis,” “First Interactions Analysis,” and “Conversions.” (Create goals in Analytics at Admin > View > Goals.)
Assisting Interactions Analysis.
First Interaction Analysis.
Conversions.
Kim pointed out that the analysis can apply to any combination of conversion goals. Thus one might seek to understand how a channel impacts a single goal or review how all channels impact conversions collectively.
What’s more, one can apply the results to familiar reports, such as Source/Medium.
Kim also suggested exploring dimensions. An example is focusing on specific campaigns to understand how channels interact and perform.
Within Assisted Conversions, Conversion Segments allow you to examine conversion paths in detail. For example, Kim created a user-defined (custom) segment to track visitors that moved from a display ad to organic search.
“Let’s say that you have users who have come in through a display ad on their first interaction with your site. You’re wondering how many of those [visitors] converted through organic search…when you create a segment like this,” Kim said during her demonstration.
Using Conversion Segments specifically and the Assisted Conversions report generally may help you better understand what is really driving conversions for your company’s website.
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