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Assisted conversions

Conversion in marketing is a user’s action in response to an appeal placed in an advertisement: downloading the program, calling, installing the program, registering for a course, purchasing a product, etc. Google Analytics’ multi-channel funnel divides the role of channels in the conversion path into three possible areas:


  • First-click conversions. 
  • Last clicks or direct conversions. 
  • Assisted conversions.


By definition, assisted conversions, or multi-channel funnels, are the number of sales a channel helped. If a channel appears anywhere besides the last interaction on the purchase path, it is considered additional to that purchase. In simpler terms, multi-channel funnels are customer interactions with a website that lead to a conversion but not a final purchase or order. Therefore, assisted conversions are often ignored in the analysis.Why do assisted conversions matter? Because that’s how companies know if their marketing funnels are working properly. Not all people are ready to buy the first time they get to the site. By establishing several touch points and analyzing the conversions at each of them, you can engage potential buyers in the sales funnel. Conversions allow companies to distinguish between visitors who are interested in their products and those who are not.Adwords conversions (Google AdWords) can also help companies identify problems with their website or marketing funnels. By analyzing the customer journey and finding bottlenecks, marketers can see what’s working or not and which traffic sources are driving more or fewer clicks.Conversion paths are histories of interactions (clicks or transitions) that lead to a transaction on a website. Digital conversion channels include organic search and advertising, websites, social networks, and email newsletters. 

How to see assisted conversions in Google Analytics

  • Sign in to your Google Analytics account.
  • Select the view you want.
  • Open the Reports section.
  • Choose Transitions > Multi-Channel Funnels.
  • The reports present data on automatically determined channels and Google advertising campaigns.

How to calculate the conversion rate

A conversion rate is the percentage of visitors to a page who complete a specific targeted action. Common conversion goals are:


  • Sending information
  • Subscribing to our email newsletter
  • Call the given number
  • Create an account
  • Filling out forms
  • Loading the resource
  • Interaction with the site
  • Purchase (end goal)


The choice of a specific conversion goal depends on the business’s nature and the site’s purpose. In addition, conversions can be divided into micro-conversions and macro-conversions.


  1. Macro-conversions are the main goals: sales or price requests.
  2. Micro-conversions only facilitate the path to macro-conversions (for example, adding products to the cart).


Depending on the definition of conversion and traffic measurement, there are several ways to calculate the conversion.


General conversion formula:


  • Conversion Rate = (Total number of conversions  / Total number of sessions) x 100 
  • Conversion Rate = (Total number of conversions / Total number of unique visitors) x 100 
  • Conversion Rate = (Total number of conversions / Total number of leads) x 100


Example: If a website gets 13,000 visits per month from ad campaigns and 2,600 conversions, your conversion rate is 20%.What is the conversion time? It is the period during which a person decides to carry out a targeted action (purchase). Also, this parameter allows you to determine exactly when during the day the target audience needs a sales offer. Analysis of the conversion time will help to find out the duration of the online sales cycle, which will allow you to optimize the advertising campaign based on the time of conversion.

To modify an existing conversion:


  • In the upper right corner of your ad account, click on the tools icon, and then in the Measurement section, select Conversions.
  • Find the desired conversion action and click on its name.
  • Under Settings, select Change Settings.
  • In the “Click-through conversion window” section, specify the period during which conversions should be considered after interaction with the ad. You can specify a number from 1 to 30, 60, or 90 days, depending on the source of the conversion. It is recommended to select at least 7 days.
  • For conversions by impressions, click “View-through conversion window” and select the desired option from the menu.
  • Click Done.

Call-tracking and assisted conversions

The available data through call-tracking allows marketers to optimize their campaigns and ultimately increase conversion rates. The process is relatively simple, and positive results are visible almost immediately.


Call-tracking can be used to increase conversion rates in the following ways:


  • Landing page optimization. The data needed to fine-tune landing page design elements can be determined using call-tracking. By implementing call tracking numbers on landing pages, marketers can test and adjust different parts of the page: placement of phone numbers, headline, and call to action.
  • Geographic targeting. The advantage of tracking calls is the ability to access information about the geographic points from which they originate.
  • Collection of customer reviews. Businesses spend billions on this every year. Investments aim to understand the degree of satisfaction with the purchase of goods.
  • Analysis of telephone calls. Even the highest quality leads may not convert if your phone sales numbers aren’t high enough. This problem can be detected and solved by analyzing and identifying weak points.

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