Using Assisted Conversions in Google Analytics

How to use assisted conversions to optimize the conversion process in Google Analytics.

Ashley Stander

 on May 25, 2022. 
Reviewed by 

Romi Hector

You may be thinking e-commerce could have its own unique language with all the complex terminology and unending jargon. Just when you start to understand the value and meaning of conversions, the metric gurus slip in another version of the metric: assisted conversions.

What Are Assisted Conversions in Google Analytics?

A conversion is the moment that a visitor becomes a customer—they buy one of your products. Assisted conversions are all the interactions with your visitor that lead up to a conversion.

Let’s look at an example.

You sell T-shirts. Doug first sees a T-shirt of yours that he likes on your Shopify store. No sale is made. He then goes to Facebook and sees the same T-shirt from your store. He instantly likes it more. He then goes to another social media channel and sees the exact same T-shirt for a third time. He buys the T-shirt. The interactions leading up to the conversion are called assisted conversions.

What Are Assisted Conversions Used For?

Many visitors don’t convert on the first online shopping session. Like Doug, many people are still skeptical of buying online. Not only because of security reasons but also because they can’t try clothes on to see if they fit well, and they can’t always see the quality of a product through two-dimensional photos. Assisted conversions are very valuable in optimizing the conversion process.

Once you have a conversion and your customer receives a good quality product, you’ll have a customer for life. So, in a nutshell, you need to increase your assisted conversions to increase customer conversions.

For more ways to improve your business's website, check out our post on Google Analytics attribution models.

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