Before purchasing, the user may visit the site several times from different advertisements, read articles to get to know the product, compare the product with its competitors and, finally, after some time, buy the product.
Not all transitions from advertising to the site end with a target action – placing an order, making a call or making a purchase. For those traffic sources that participated in attracting the target action, but did not lead to it directly – the conversion will be associated .
For example, a user is looking for a gift set and whatsapp number list first gets to the site through a Yandex.Direct ad, follows the links, reads about delivery, but does not decide to buy right away. Then he comes across an ad on Instagram*, then another on Facebook*, the ad catches up with him again and again. As a result, the client buys the set after he goes to the site through a VKontakte ad.
The application is credited to the last channel — it directly participated in attracting the client. But without the other traffic channels, the purchase might not have happened. Yandex.Direct introduced the user to the company and its products, Instagram* and Facebook* reminded the user about the gift set and became intermediate steps on the way to conversion. They did not lead directly to a purchase, but introduced the user to the website’s assortment. They are channels with associated conversions.
That is, the difference between assisted conversions and regular ones is that the application was not left immediately after clicking on the ad. It took time and several visits to the site for, for example, Yandex.Direct to receive its assisted conversion.
Types of Assisted Conversions
There are different ways to calculate the value of disadvantages of samsung cellphones with Infrared features each traffic channel in the user acquisition chain. For example, some companies care about which channel is most likely to help a user learn about a product or brand — that is, the user’s very first transition . Sometimes you need to know which traffic channel was the last one and influenced the purchase. And all businesses, if they have several types of advertising running, should track how the company interacted with the buyer in the interval between the first and last transition to the site.
Therefore, conversions can be divided into 3 types of association:
- By first interaction: the first and only traffic channel in which the user saw the ad immediately brought in an application. For example, the user bought a gift set immediately after visiting the site via Yandex.Direct advertising.
- By intermediate interaction: several traffic channels were involved in attracting the user, which became intermediate stages in the chain from the first click on the ad to conversion. In the example with the purchase of a gift set, such channels are Yandex.Direct, Facebook* and Instagram*.
- By last interaction: conversion after the transition from the last traffic channel in the user acquisition chain. In the example with the gift set, such a channel was VKontakte advertising.
- how users learn about the product;
- how many times do they visit the site before making a purchase;
- how long does it take to make a decision;
- which encourages users to choose a product.
How to track assisted conversions
Using web analytics services, you can track which traffic b2c fax channels help attract applications. The end-to-end analytics service Roistat can provide more information – it will help track which traffic channels bring customers.
Via Google Analytics. The following data can be found in the reports:
- sequence length – the number of interactions before conversion;
- associated conversions;
- time to conversion;
- main conversion paths.
Via Yandex.Metrica, where reports show less information:
- only the last transition;
- first and intermediate transitions;
- the last step in the conversion chain.
Via Roistat. Reports will show:
- what traffic channels bring in applications and sales;
- which channels do not directly bring potential customers, but participate in attracting the client;
- which channels should be optimized or disabled in order not to waste the budget.
How to analyze assisted conversions in web analytics services
How to analyze assisted conversions in Google Analytics
Go to Reports → Conversions → Multi-Channel Funnels. Track data across 4 important reports:
1. The “Associated Conversions” report shows which traffic sources and how many times participated in the conversion acquisition chain. This report also helps track the most active auxiliary channel. The company sees which traffic channels should not be turned off, even if users do not perform the target action after switching from them.
2. The Top Conversion Paths report shows the paths that potential customers take to complete a target action.