Is it time to say goodbye to Google’s Universal Analytics? According to Google, the answer is yes. As of July 2023, Google will no longer process data in Universal Analytics, and users are encouraged to transition to Google Analytics 4 (GA4). In this blog, we’ll be diving into one specific area of GA4: assisted conversions. We’ll explore what assisted conversions are, which metrics matter, best practices for analysis, and how to leverage GA4 for optimization. So, buckle up and get ready to elevate your tracking expertise!
## What Are Assisted Conversions?
Assisted conversions are the interactions or touchpoints along the customer journey that contribute to a conversion. For example, a user might find your website through a social media post or ad, then later click on a Google search ad before finally converting by making a purchase. Both the social media ad and the Google search ad are considered assisted conversions because they played a role in the conversion process.
So why does this matter for marketers? By viewing these touchpoints, you can see which marketing channels are most effective at assisting conversions and identify the final touchpoint that led to the conversion. This information can then be used to adapt your marketing strategy and allocate your budget for the best return on investment (ROI).
## Key Metrics and Reports for Assisted Conversions
Now that we understand what assisted conversions are, let’s explore the key metrics and reports that can help you analyze and understand how your various marketing channels, campaigns, or specific pages on your site work together to drive conversions.
### Assisted Conversion Report
The assisted conversion report in GA4 maps out the impact and contribution of different marketing channels and touchpoints along the customer’s conversion journey. It tracks assisted conversions, such as social media posts and Google Ads, and provides metrics like conversions, purchase revenue, days to conversion, and touchpoints to conversion.
This report gives you data visualizations to view the early, mid, and late touchpoints that make up the assisted conversion. You can customize and filter the results to find the specific data you’re looking for. To access this report, log into your GA4 property, select “Analysis” from the left-hand menu, click on “Conversions” in the drop-down menu, and choose “Assisted Conversions.”
### Top Conversion Path Report
The top conversion path report provides insights into the steps that lead to a conversion. It highlights data like ad clicks, email opens, and organic research results. By analyzing this report, you can understand how different channels contribute to conversions and measure the effectiveness of your marketing efforts across various channels.
You can find the top conversion path report in the “Conversions” tab by selecting “Multi-Channel Reporting.” This report is incredibly useful for understanding the role of each channel in the customer journey and optimizing your marketing efforts accordingly.
### Assisted Conversions by Channel Report
The assisted conversions by channel report breaks down your marketing channels into categories such as organic search, paid search, social media, email, direct, referral, and more. This report helps you enhance your online strategy by providing insights into how customers discover and interact with your business at every point of their journey.
For example, if you’re aiming to improve customer experience, you can leverage data from the assisted conversions by channel report to better understand how customers find you at various stages of their journey. This allows you to tailor the experience to better suit their needs. Additionally, you can use the channel report to get a comprehensive view of your marketing efforts and reallocate resources to the channels that bring the most value.
You can access this report by selecting “Conversions” from the left-hand menu under GA4’s “Reporting” tab, then clicking “Multi-Channel Funnels,” followed by “Assisted Conversions.”
### Time Lag Report
The time lag report in GA4-assisted conversions shows how long it takes between a customer’s first interaction with your brand and their conversion. By understanding the time it takes for users to convert, you can optimize your strategies and deliver a more tailored and effective experience to your audience.
This report allows you to see if conversions happen within a day, a few days, or longer. The data is presented with visual graphs for easy interpretation. You can use this information to target your messaging, discover your quickest converting channels, and keep up with seasonal trends. The goal is to nudge your prospects in the right direction and create a smoother path to conversion.
## Interpreting Assisted Conversion Data