No Conversion Is An Island
Just like no man is an island, no conversion happens without the help of multiple marketing channels. True, there are plenty of these “assists” that we cannot track. For instance, word-of-mouth is nearly impossible to track. If a friend tells you she loves her new shoes, and you go buy the same pair of shoes that shoe company may never know that it was your friend’s endorsement that got you to type their brand name into a google search bar. However, in the online world we do have the ability to track these assists to some extent, we call them “assisted conversions.” So what is an assisted conversion?
Here’s the technical definition via Google:
“This is the number of sales and conversions the channel assisted. If a channel appears anywhere—except as the final interaction—on a conversion path, it is considered an assist for that conversion. The higher these numbers, the more important the assist role of the channel.”
And here’s another way of explaining things, let’s say instead of hearing about that shoe company from your friend offline, instead you saw her comment on a photo on their company’s Facebook page. I go to that shoe company’s Facebook page, decide I really want to know if the shoes worn by the model in the cover photo come in red so I venture over to the site. BINGO! I get to the site and see that yes in fact they do come in red. But before buying, I just want to be sure there’s no other place I can find these shoes for less. So I check out a few department stores online, but they carry this specific red shoe I want. At this point I google the name of that shoe company again (because its’ easier to google things than type out the whole URL, right?) and I end up ordering those red shoes. In Google Analytics, organic search will be the channel that gets credit for this conversion, but since my first interaction with the shoe company was on social it will be considered an “assisted conversion.” Social assisted organic in making the final conversion.
So why does this matter? Because oftentimes the assisted conversions provide us with some of the most valuable insights and we ignore it because frankly its hard to see. However, Multi-Channel Funnels in Google Analytics is here to solve that problem!
If you think “multi-channel funnel” is slightly intimidating, don’t worry, it’s actually one of the easiest things to understand in Analytics (in my opinion). You can get to it by navigating to the conversions tab on the bottom left hand side of your screen and then clicking Overview under “Multi-Channel Funnels.”
As you scroll down to the second part of the page this is where things get interesting. You can place up to four channels in your Venn Diagram. It will show in the time frame selected how many times Direct & Social, Direct & Organic, and so forth assisted each other in making a conversion.
I normally only look at two channels at a time. You can scroll over the shaded area where the two circles overlap to see the percentage of conversions the two channels assisted each other on, as well as the actual number (in case you didn’t want to both doing the extra math).
This is a fantastic way to see which of your various channels are assisting each other in Google Analytics. And the best part is Analytics does all of the work for you!