Google Analytics: Last Click and Assisted Conversions
If you’re going to spend money advertising online, the most important thing to know is how much ROI you’re getting out of that spend. One of the best ways to keep track of ROI is by setting up conversion tracking through Google Analytics, allowing you to keep track of multiple sources through UTM tagging. (Quick terminology note: a conversion is what happens when someone clicks on your ad and then takes an action that you’ve defined as valuable to your business, such as an online purchase or call to your business). I won’t be going into the details of setting up conversion tracking today, but if you’re interested in learning more check out some of our other blogs on the subject of conversion tracking. Once you’ve set up your conversions to track all of your valuable actions, you’ll need to be able to access that information within Google Analytics. There are two types of conversions that you’ll be wanting to keep track of, Last Click Conversion and Assisted Conversions.
Last Click Conversion:
When a click on a paid ad is the interaction directly preceding a conversion, it gets counted as a “Last Click Conversion”. This means that the user saw one of your paid ads, clicked on it, and then made a purchase immediately without going to any other websites. These types of conversions are the most valuable (in terms of relative AdWords value) because the click lead directly to the conversion. To view your Last Click Conversions in Analytics you’ll need to log into your Analytics account and then click Reporting -> Acquisition -> Source/Medium. This allows you to view how well individual conversions are performing across your various sources (Google, Bing, Amazon) and mediums (Organic, Paid Advertising, Referrals). Take a look at the image below for help navigating through Analytics:
When a paid ad is on the conversion path, but wasn’t the last interaction before the conversion, it gets counted as an assisted conversion. It’s possible that assisted conversions may have found their way to your website without the help of paid advertising, so they aren’t considered to be quite as valuable as last click conversions. Assisted conversion are still important to keep track of, since otherwise you aren’t taking the full value generated by your paid advertising efforts into account. To view your assisted conversions you’ll need to log into your Analytics account and then click Reporting -> Conversions -> Assisted Conversions. This will give you access to your assisted conversions and assisted conversion value across multiple channels. Take a look at the image below for help finding the assisted conversions tab:
Hopefully this blog helps you access your full conversion value in Google Analytics, but remember that conversions are just points of data like anything else in Analytics. The true value of this information is that it lets you leverage past conversion data into a higher ROI month over month. If you’re seeing that one of your sources isn’t bringing in an acceptable level of ROI, then maybe some adjustments should be made or that spend should be allocated elsewhere. The same goes for a source that has a great ROI – if you’re limited on budget then there is no shame in putting all of your spend into your best source until you start hitting diminishing returns.
If you’re struggling to build out campaigns or set up conversion tracking, check out some of our other blogs for a more detailed run-down of how to set everything up in AdWords, or contact us and we’ll get your campaigns whipped into shape right away.