Assisted Conversions are conversions in which a marketing channel contributed to the conversion path but was not the final interaction before the conversion.
Instead of giving full credit to the last click, assisted conversions highlight the supporting role of channels earlier in the customer journey. This reporting is available in tools like Google Analytics.
Example
A user:
- Clicks a paid search ad
- Returns via social media
- Later converts through a branded search
In this case:
- The branded search gets the final click credit
- Paid search and social media receive assisted conversion credit
Why it matters
- Reveals the true value of upper- and mid-funnel channels
- Prevents underestimating awareness campaigns
- Supports better attribution and budget allocation
In short: Assisted Conversions show which channels help drive conversions, even if they are not the final touchpoint.