Assisted Conversion

An assisted conversion occurs when a specific marketing channel (like an organic SEO blog post) brings a user to a website, but the user does not buy immediately. Instead, they leave, and days later return through a different channel (like a branded paid search ad or an email newsletter) to finally make the purchase. In this scenario, SEO gets the “assist,” while the email gets the “last-click” credit. Tracking assisted conversions in Google Analytics is critical for proving the true ROI of top, of-funnel informational content. If a company only looks at last-click attribution, they will mistakenly delete the very SEO articles that are introducing their brand to new customers.

Assisted Conversion Simplified

An assisted conversion is like an assist in basketball. Your SEO article passed the ball to the customer, but a different marketing channel (like an email) actually made the final shot and got the sale. You have to track both, or you won’t know how valuable your articles really are.