How does Google Analytics credit a channel that contributes to a conversion prior to a transaction?

Last-click attribution


Primary conversion

Assisted conversion

Second-to-last-click attribution

Explanation:

Assist interaction is any interaction that is on the conversion path but is not the last interaction. 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.Read more here: https://support.google.com/analytics/answer/1191204

The Assisted Conversions report summarizes the roles and contributions of your channels. A channel can play three roles in a conversion path:

Last interaction is the interaction that immediately precedes the conversion.

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Assist interaction is any interaction that is on the conversion path but is not the last interaction.First interaction is the first interaction on the conversion path; it’s a kind of assist interaction.

To calculate the metrics in this report, Analytics looks across all the conversion paths for the conversions you’re analyzing.


Assisted Conversions and Assisted Conversion Value:This is the number (and monetary value) 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.Last Click or Direct Conversions and Last Click or Direct Conversion Value:This is the number (and monetary value) of sales and conversions the channel closed or completed. The final click or direct traffic before a conversion gets last interaction credit for that conversion. The higher these numbers, the more important the channel’s role in driving completion of sales and conversions.First Click Conversions and First Click Conversion Value:The number (and monetary value) of sales and conversions the channel initiated. This is the first interaction on a conversion path. The higher these numbers, the more important the channel’s role in initiating new sales and conversions.Assisted/Last Click or Direct Conversions and First/Last Click or Direct Conversions:These ratios summarize a channel’s overall role. A value close to 0 indicates that a channel completed more sales and conversions than it assisted. A value close to 1 indicates that the channel equally assisted and completed sales and conversions. The more this value exceeds 1, the more the channel assisted sales and conversions.

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