If you are reading this material, then you have probably encountered the issue of accounting for conversions, the logic of attribution models, multi-channel sequences, analysis of the effectiveness of promotion channels that participate in conversions not directly, but indirectly.
Today we will talk about associated conversions.
Let's define the terminology so that it is easier for you to perceive the information:
➊ Assisted conversions
Conversions that were carried out through channels that in this case were only auxiliary (intermediate).
This term was relevant in the Google Analytics Universal version, in Google Analytics 4 it is not, but we leave the article due to the fact that there is an important logic in understanding this type of conversion for the formation of correct marketing conclusions.
➋ Last click or direct interaction conversions
Conversions where this channel was the last interaction.
➌ First-touch conversions
Conversions by the channel that was the first in the chain to achieve conversion.
This is the theory. But, in practice, the following is obtained:
☝ The main point of analyzing associated conversions is to fully understand the effectiveness of promotion channels, namely, which channel brings conversions here and now, and which one influences the achievement of conversions indirectly, acting as an intermediate channel in making a conversion.
Without these statistics, you can quickly turn off some promotion channels that allegedly do not convert, which will lead to a drop in the number of orders in the future. Alas!
With the terminology, access to Google Analytics, eyes and a smart head, you can quite easily get this data, right down to the advertising campaign in Google Ads and draw the right conclusions. This is especially relevant in the analysis of media and search advertising that does not convert here and now.
You can also get additional information about how specific channels or campaigns participated in the conversion from the first click to its completion in the multi-channel sequences report.
Assisted conversions in Google Analytics 4
We have to disappoint you right away, there is no direct report on associated conversions in GA 4. There are only reports that can provide indirect information that will probably help you. For example, this one - “conversion paths”.
Here you can get the following information:
- average number of interaction points with advertising channels separately for each conversion;
- number of days until conversion.
Good luck to everyone, the right conclusions and the best sales in the digital space. Until next time.
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