What is an associated conversion? Report on all pages

” and how they can help qualitative analysis of your advertising campaigns. Today we will talk about what tools can be used for this, and how.

On this moment, most popular systems web analysts in RuNet are Google Analytics and Yandex.Metrica (who doesn’t know yet, both of these tools are free). Both tools have support for multi-channel funnels, but they implement it differently. So let's look at what and how.

Let's start with Yandex.Metrica, because it implements this functionality quite simply. Moreover, for it to work, you also DO NOT need to update the YaMetrica html code or enable anything somewhere, everything is processed automatically by itself.

If you have goals set up, then in the “Sources - Summary”, “Sources - Search Engines” and “Sources - Advertising Systems” reports you should have a “Delayed Conversions” column:

That is, let’s calculate using the example of the screenshot above: with search engines There were a total of 54,630 visits, of which 203 were targeted (reached the goal). As a result, direct conversion (according to the latest source) was 0.37%, which is what we see in the report. But in addition to this, there were another 266 deferred conversions, whose visitors initially came to the site from a search, but then converted by visiting from another source. That is, we can say that the search influenced another 266 conversions, or sales, or registrations (depending on what your goals are set up for).

And the level of deferred conversion in Yandex Metrica is calculated as follows:

A few important points regarding deferred conversions in Yandex.Metrica:
• Data for deferred conversion is calculated only for the last two weeks
• If the user has not been on the site for more than 30 days, then information about the original traffic source is deleted.
• If the user has never been to the site and achieves the goal on the first visit, goal achievement is only counted in direct conversion. In deferred conversion, only goal achievements are taken into account when the user visits the site again.

As far as I know, this is all the current Yandex.Metrica functionality that concerns multi-channel sequences. With its help, you can evaluate what part of third-party conversions each source generates, and whether it’s worth disabling it if it doesn’t handle direct conversions well.

Now let's move on to Google Analytics, its support for multi-channel sequences is implemented much more widely, and there is even a separate category of reports dedicated to this, which is located in the “Conversions” section.

But before we talk about reporting, let's understand the mechanics of accounting for these “multi-channel” conversions in Google Analytics. Let me briefly remind you that the main concept here is that before making a conversion on your site, a visitor visits it several times from different sources (forming a chain of visits).

Based on this, Google Analytics divides conversions into three types:
1. First interaction conversions(First Interaction Conversions) are those visits with conversions that originally came to the site from a given channel or source. That is, the current source was at the beginning of the chain of visits.
2. Associated conversions(Assisted Conversions) – these are those visits with conversions in which a person participated in the visit chain this channel or source. That is, it was either at the beginning of the chain or in the middle, but not at the end.
3. Conversions by last interaction(Last Interaction Conversions) are those visits with conversions for which this channel or source was at the end of the chain of visits. That is, it was the last one before the conversion on the site. The usual direct conversions are determined using the same scheme.

For clarity, I will show the process of accounting for conversions and determining their types using the following example:

Suppose a certain Vasily bought himself an apartment and now needs to equip it. He decided to start with the most important thing, namely to buy a refrigerator. Are you the owner of an online store? household appliances. But Vasily doesn’t know much about refrigerators, since he spent all his time earning an apartment. Therefore, before he comes to you, he needs to study what kind of refrigerators there are, and which one is best suited for him and his budget. Moreover, he must understand why buying online is better than offline. Only after this will he go looking for a suitable online store to purchase. By the way, if you really are the owner of an online store of household appliances, then check yourself, at which of these stages does the client first meet you? The sooner, the greater the chance of making a client yours.

At the stage of studying refrigerators, Vasily came across your store in a search and switched to it (moving from the search). After reviewing the site, he decided: “ A good choice“I’ll probably buy it here when I save money for a refrigerator.” After which he closed the site with a clear conscience and left. And over time, I completely forgot about the store, since there were plenty of other things to do. By the way, about 80% of all new visitors to most online stores do this. Because they know the main thing is that the product they need is on the Internet, and in which specific store it doesn’t matter, because then they can always find it through a search, if not this store, then another.
Owners of online stores, think about this: “Why should a visitor remember your website or store name if he can always find a similar seller in the search? How can you make sure that among all the options, he remembers and chooses you?”

After some time, Vasily decided on the model of the refrigerator, and since he had long forgotten about your store, he again went into the search to look for candidates. And lo and behold, he came across your ad from contextual advertising, and moreover, it seemed attractive to him and he went to the site (transition from advertising).
After wandering around the site, he found the refrigerator he needed, but that’s not a problem, he doesn’t have the money yet. Therefore, he postponed the purchase until salary, and bookmarked the site so as not to forget.

Having received his salary, satisfied Vasily returned to your site through a bookmark (direct transition) and made the long-awaited purchase.

As a result, the complete chain of visits for this conversion (purchase of a refrigerator) will look like this: Transition from search -> Transition from context -> Direct transition. And in Google reports Analytics will show it like this:

At the same time, it is important to understand that the conversion to sale will be the same as the actual purchase. But for different sources it will be shown differently:

If we didn’t have this functionality, we would only see conversion from direct traffic. And so we know that in fact, those who initially came to the site from other sources convert through direct traffic.

And on the other hand, if we see that paid advertising does not pay off and provides few direct conversions, then we need to check whether it delivers conversions for other channels?

Multi-Channel Funnel Reporting in Google Analytics

We've sorted this out, now let's see what reports Google Analytics provides us with this functionality. Let me remind you that they are located in the main menu on the left, in the “Conversions” category, subsection “ Multi-channel sequences».

Before examining these reports, pay attention to the filter that is located above each of them:

Here you can select which conversions you want to consider in the report. You can select conversions for all goals, or just one. You can also choose the type of traffic you will consider: traffic from all sources, or only from AdWords. For some reports, you can additionally select the length of the sequences for which data will be shown.

As for the reports themselves, the first of them is Overview report:

The chart shows how current conversions (sales, registrations, downloads, and other goals you set up) are distributed across the main channel groups. The report is more suitable for quick, superficial analysis.

You can select any 4 channel groups to display on the diagram. If you do not hover your mouse over the chart itself or its zones, it will be shown what proportion of conversions fall into the specified channel or specific intersection.

For example, in this screenshot we see that during the specified period, 27 of all conversions (3.66%) were made by visitors whose chain included all 3 selected channels.

Assisted conversions report

This report shows detailed statistics on conversion types for individual channels and channel groups (1). For each of them, the number of direct and associated conversions is displayed, and, accordingly, their value (amount of orders or goal value). Also, for more detailed study, in this table, instead of channel groups, you can display specific traffic sources or keywords, to do this, use the menu above the table (4).

The coefficient in the last column (2) shows the source’s “propensity” for a certain type of conversion. That is, it shows the nature of the channel’s operation.

Namely, if this indicator is less than 1, then this channel or source is more often found at the end of the chain of visits. That is, it often works as a closing source and gives more direct conversions than associated ones.
And if this indicator is greater than 1, then this channel or source is more often found at the beginning or middle of the chain of visits. That is, it works more as an initiator or support of conversions.

At the top, this report can be switched to another view (3), which will show the exact number of conversions for the first and last interaction.

Top Conversion Funnels report

But this is perhaps the most curious and interesting report, because in it you can see the specific sequences of traffic sources from which visitors come before making a conversion.
The principle of generating a report is the same as the previous one. You can choose to display groups of channels as well as specific source sites or keywords. The resulting table can be filtered, which is very convenient for analyzing specific sources.

For example, you can select all occurrences of a particular site or keyword and understand at what point the visitor accessed it. You can see how the visitor specified search queries in a search engine, getting to your site.

Please note important point, when you first launch these reports, Google Analytics forms the basic groups of channels (which are shown in the screenshot) at its discretion, based on current sources. Therefore, the composition of these groups may differ from what you actually have, which will lead to incorrect display data. For example, in the “Social Networks” group he writes about 150 of the most famous and popular social networks known to Google (VKontakte and Odnoklassniki are there). But it is quite possible that among them there will not be those that your audience uses. The same applies to the “Paid advertising” group; only clicks on links with certain tags fall into it. If your tags are different, then the transitions will not fall into this group. Here's a list of what Google analytics lists in basic groups.

Therefore, it is important to check the groups for compliance with your realities and make changes; this can be done in the menu above the table. In the Channel Groups section, select Copy Basic Channel Group Template. A list of current channel groups will open in front of you, in which you can either make edits to an existing group or make a new group based on the old one. The principle of operation is the same as for user segments.

After editing, these groups will appear in all reports in the “Multi-channel funnels” section, including the first one with a convenient diagram.

Time to Conversion report

This report shows how many days pass from the first visit to the site until the conversion to the specified goal. That is, you can find out how much time a visitor spends on average making a purchase decision and going through the entire chain of visits. For example, the third row of the table in the screenshot tells us that for 21 conversions, the time it took to complete the chain of visits was 2 days.

Conversion path length report

This report shows the number of conversions by clickstream length. For example, the third row of the table in the screenshot tells us that 73 conversions were completed after the visitor went through a chain of 3 elements.

These are the rich reports Google Analytics provides for multi-channel funnels. So use it and study the behavior of your audience, I’m sure you’ll learn a lot of new things.

Well, in the next article in this series, I will talk about specific techniques for analyzing advertising campaigns using these reports.

If you've read this far, I want to thank you for your patience and praise you for your perseverance. I am sure it was not in vain, and you gained useful knowledge. The article really turned out to be long and it took a lot of time to write.

Sometimes a lot of time passes from the client’s first acquaintance with you to the purchase. To reduce it, you use advertising. Monitor efficiency advertising channels The attribution model and multi-channel funnels help.

In this article you will learn how to determine the effectiveness of advertising in Google Analytics and audit conversion channels.

Basic attribution models

They accurately determine the source of referrals to the site. The report in Google Analytics is easy to customize to suit your needs.

There are five basic models:

1) Attribution based on the first interaction (click). The value is assigned to the source that brought the visitor to the site for the first time. The model is useful if the purpose of advertising is to arouse interest in a product or site.

2) Attribution based on the last interaction (click). The value is assigned to the last channel (their total number can be any) before the conversion. The model is focused on direct transactions and is therefore considered basic.

3) Linear model attribution. Each channel is equally valuable throughout the chain. For example, if a customer went through four channels before converting, everyone gets 25%. The model is suitable for assessing ongoing interactions with customers.

4) Positional attribution model. A combination of the first two models. The main values ​​are first and foremost last channel in half. For example, the first is 40%, the second is 20%. The latter also receives 40%. What is important here is not only familiarity with the product/site, but also the conversion channel.

5) Attribution of the recency of the interaction. A simple (and therefore popular) algorithm, used mainly for short-term or one-time promotions. The main value is assigned to the channels that “shot” during the promotion.

The path to conversion is the sequence of steps a visitor takes before conversion. Reports in the “Conversion” section, “Multi-channel sequences” subsection will show how much time it takes to complete a target action (call, request, order).

Assisted conversions report

It shows where visitors are coming from.

Pay attention to the last point. If the number is less than 1, this channel is usually the last one. More than 1 - it is more often found at the beginning or middle of the chain of visits, initiates or supports the target action.

The report also shows statistics by conversion type for individual channels and groups of channels. Only 2% of visitors are ready to buy on their first visit. Most leave the site after 15 seconds: read reviews, study the seller’s accounts on social networks - this brings them closer to conversion.

Top Conversion Paths report

The report will show what visitors do along the entire journey. You see the following sequence of traffic sources:

Also, these are the conversion paths for a group of channels:

If referrals appear in groups, study the traffic from referral sites and find the links that brought traffic.

Customers find you through search, but advertising convinces them to buy. If the “conversation” starts with RRS (context of Yandex.Direct & Google AdWords, targeting in social networks), and organic search leads to conversion, think about whether you are spending money on that.

Time to Conversion report

The report shows how many days pass from the first visit to the conversion - the time until the user considers the purchase decision.

If 50% convert in 12 days or more, spend time nurturing customers. Improve your content or create it for different devices to keep visitors coming back again. Start a newsletter to remind yourself. Work until the number of days in the report is reduced.

Sequence Length report

Shows the number of conversions along the chain of visits:

For example, from the second line you learn that 37,517 target actions occurred after passing a chain of two elements.

Study conversion paths to break down incoming traffic. Compare criteria: mobile vs desktop, new visitors vs returning clients.

1) Customize models to suit your goals, specific platform and audience.

2) Use auto-tagging in Adwords and other tools and UTM tags for social media campaigns.

3) Consider life cycle client (LTV). Good client comes back again, so he's 18 times more expensive than the average customer. “Old people” are more likely to return through direct traffic (from bookmarks), social networks (learn about sales), and email (learn about promotions and discounts).

New customers usually come through paid advertising, organic search, referrals and social media.

It is twice as expensive to retain a customer than to acquire a new one.

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Conversion in Yandex Metrica is the ratio of the number of targeted actions to the total number.

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Conversion in a broad sense is the ratio of two parameters to each other. For a website, for example, the ratio of those who downloaded the price list to those who came to the site on title page. The formula will be as follows: 5 people out of 100 who came to the title downloaded the file, 5/100 = 5% (always expressed as a percentage).

Conversion is one of the main indicators of how effectively a website is performing. Depending on the topic of the resource, you can analyze how many visitors bought the product, what type of product, how many people sent the return application form with registration for the event, and so on.

All this is set by creating for each action. Thus, we see that the concepts of conversion and goals are inextricably linked.

A little theory

Goals are predefined actions that a person will take on a website. Customized based on business objectives. For example, they set goals for paying for an order, clicking on the “Add to Cart” button, downloading a presentation, subscribing to a newsletter, and many other options.

The goal is considered achieved if the visitor has fulfilled the condition specified in it.

Visits in which the achievement of a goal is recorded are called target visits.

And finally, conversion is the ratio of the number of targeted visits to the total number of visits.

Goals can be configured for each counter. Those that will be used to analyze direct actions on the site, the size of conversions, and the achievement of goals are called conversion.

How to set up conversions in Metrica

• In the Settings section, select “Goals” - “Add goal”

There are 4 types of goals:

1. Quantity .
2. Visiting pages.
3. JavaScript event. Action on a button, submitting a form.
4. Composite goal.

What conversions to track

• First, analyze the website.
• Record a list of all useful elements And possible points visitor contact. These could be:
  -buttons, for example, “Buy in 1 click”, “Order”, “Pay”;
  -social network icons are also classified as buttons;
  - transition links;
  -clickable images;
  -forms feedback, applications, registration, etc.
• Write scenarios for the behavior of your visitors on the site. If you have groups target audience(target audience) are significantly different (suppliers, customers), you need to write down the steps for each. If you do everything right, the key elements will be actively used by your users.
• Next, select several options that best match your goals and set goals based on them. For example, use a composite to indicate the steps of the sales funnel.
• Wait until the statistics are collected and start analyzing.

Conversion is important to measure and review. For your business, this is double analytics: on the one hand, it will help you create a strategy on how to grow and increase profits, on the other hand, it evaluates how effectively all promotion, optimization, advertising measures - all your marketing - are working now.

How to view website conversion in Metrica

The analytics system provides several tools with which you can monitor the performance of your web resource.

Conversion in metrics reports

To view statistics on tracked conversions in the ready-made “Standard reports”, select “Conversions”.

Click on the target that interests us.

In the window that opens, we receive detailed information in graphical and tabular form. In the settings, specify the desired date interval.

Using Webvisor

This is one of the most interesting and informative services.

In addition to details on goal conversions, it gives an idea of ​​how the visitor behaved on the site, what he did, what he watched, what he couldn’t open. Based on the data from the web viewer, you can safely prepare a document to improve the usability of the site.

In the Goals column you can see an icon with the numbers 1, 2, etc., this indicates that the goal (if 2, then several) was achieved by this visitor during the visit recorded in the service.

Reviewing a significant sample of pre-purchase visits can help understand general trends behaviors that lead to goal achievement.

Improvement of standard reports

Yandex Metrica allows you to arrange data quite flexibly, using various slices. In order to evaluate targeted actions, you can add this parameter to standard reports in the same way.

For example, consider the “Sources, summary” report.

Click on the “Metrics” button to open this set of categories.

We are looking for the “Conversions” group. In the first option, we will get a percentage ratio - we will see the share of target visits among all visits.

Depending on what information needs to be displayed in the report, we can also add the “Goal Achievement” group. In this case, a column with absolute values the total number of goal achievements among all target visits.

Using the filter settings in the column, you can convert them, if necessary, into percentages.

Additional tool for forms

Yandex Metrica allows you to analyze the completion and conversion of registration, order, and application forms through Form Analytics.

Access to it is located in the general panel on the left in the “Maps” section.

You can select any form from the list (1) and view statistics on it:

• conversion;
• The “Form Fields” tab displays information about how many people are left after filling out each form field.

Statistics like these often help us take a fresh look at how many fields we offer our visitors to fill out and how difficult they find them.

Is there an Associated Conversions report in Yandex Metrica?

For example, a visitor visited the site several times from different sources: then from advertising, and finally reached the configured goal. Which attribution is chosen affects which traffic source led to the goal. In our case, when attributing last transition these will be “advertising systems”.

When the system records that a person was on a web resource, and then took a long time to decide on a purchase, and visited several more times from other sources, there is a separate term - deferred conversions in Metrica. IN given time is at the stage of implementing a tool for “calculating deferred conversion”.

Reports help with the conversion tracking process in Yandex Metrica. By itself, one-time statistics are not very informative. To understand what the dynamics are, you need to compare statistical data for different periods. Ideally, in addition to the counter, you need to maintain internal reporting and analytics on the conversion price in Metrica, accumulating figures for a long period. Only in this way will all previous efforts to develop a strategy, set up, adjust, bring real measurable results.

Remember, analytics is essentially a ready-made plan of action on how and where to move next; it is worth spending time on.

Offline conversions in Metrica

It is not always the case that customers who place an order through a website pay for it via the Internet. The statistics service allows you to build a connection between online and offline actions and calculate offline conversions.

How does this happen?

1. Everything is the same, using customized JavaScript event goals.
2. Set up data import into the analytics system and set goals.
3. In the settings they set “Extended conversion accounting period”, since payments can be made at intervals of several days after the order is placed.
   A prerequisite is the ability to identify site visitors, for example, by discount card number, promotional code, or login.

Today the following systems are integrated with Metrica: Alloka, Callibri, Calltouch, Call-tracking.by, CallTracking.ru, Comagic, Mango Office, PrimeGate, QUON, Ringostat, Roistat, Vector.

As a result, the resulting statistics will help you analyze customer behavior and their path to conversion even better. Plus, it will be possible to target contextual advertising to a new segment of the target audience.

“Commander, fill me up with a full tank, and I’ll go!”

This is how they buy gasoline. In a similar way - bread, chewing gum, milk. The need arose - I went and bought it. These are simple and cheap goods (even gasoline; sorry). But that’s not how they buy rocket fuel or burglar-resistant doors. A potential buyer takes a long time to choose them and compares competitors’ offers. This is the specificity of complex and expensive products. And this is our area of ​​interest. Completo marketers work with B2B and businesses in complex markets.

To sell something complex, the company conducts potential buyer along the customer's path. To do this, it uses marketing channels. How to determine the most effective of them is discussed in the article.

There are many canals, like in Venice

How to analyze multi-channel funnels. Analytics reports

Path to reports: conversions → multi-channel

Report 1: Sequence Length
Shows how many times a user visits a site before taking a target action.

Set parameters:

1. Select a conversion.
2. Type is everything.
3. The type of interaction is everything.
4. Days before conversion - maximum 90.

In the example, we selected only one type of conversion - transactions.

Here, 42% of purchases occur on the first visit to the site. The remaining 58% - after several visits:

For most businesses and for purchase conversions, these are typical numbers. For free actions the statistics are different. Of those who subscribe to mailings or downloads free content, 90% do this on their first visit to the site.

If more than 90% of your conversions happen on the first visit, you don't need multi-channel funnels.

Report 2. Main conversion paths

The report shows which sequence of advertising channels brings the most profit:

Use the best connections.

Report 3. Time to conversion

The report shows how many days pass from the moment of the first interaction with the site to the conversion:

Here, 62% of conversions happen on the first day.

Use this data to determine an effective period for retargeting. For example, if there are few or no conversions within 15 days of launching a campaign, you should remove users from your list.

Or we see a surge in activity occur on the seventh day after the first visit. Then we set up retargeting specifically for these users.

Report 4. Assisted conversions

Here are statistics on assisted interactions, first interactions and conversions. We are interested in the first two categories. From them we will find out which channels are the main ones and which are auxiliary.

- Analysis of assisted conversions

For each channel the following are displayed here:

• Number of associated conversions. These are those in which the channel played a supporting role.
• Number of conversions based on last click or direct interaction.
• The value of both types of conversions, broken down by channel, if the selected conversion value is configured to be sent to Google Analytics.
• The ratio of assisted conversions to last click or direct interaction conversions.

The higher the number in the last column, the less role the channel plays. A value greater than 1 is typical for unimportant channels. They are present in the customer journey, but conversions occur through referrals from other channels. For main channels this ratio is less than 1.

In the screenshot we see that “(direct) / (none)” is the closing channel. Direct and AdWords are auxiliary; They are less likely to bring conversions, but they participate in the entire chain of interactions.

IMPORTANT! When completed conversions are reported to Google Analytics using the Measurement Protocol, the last source or channel in the report will always be “direct / none”. This is a feature Google work Analytics with Measurement Protocol.

The second tab shows the number of conversions through channels after the first interaction with them:

The report is useful for analyzing branding campaigns or campaigns that promote a new product. Use it to find out which channels and advertising campaigns“hook” users.

Direct is in the lead in the screenshot. Without this channel there would be no conversions. We know that this channel is auxiliary, not closing. If we were to evaluate the effectiveness of Direct only by last click conversions, we would accept wrong decision- cut the budget or abandon the channel.

If you analyze a report where channels are grouped by default, you may draw wrong conclusions. For example, the value “yandex-direct / cpc” of the “Source or channel” parameter contains data on advertising in search, YAN and retargeting. These are different sources, so the report for this group of channels is the average temperature for the hospital.

For correct analysis, create groups of channels.

Example
We know that the “yandex-direct” source includes campaigns on thematic keywords, by brand name and campaign in YAN. To evaluate the effectiveness of sources, we break down “yandex-direct” into:

For this:

1. Go to the admin panel

2. Select: Channel settings → Channel group

3. Click on: A new group channels

4. Enter the name of the channel group and set the conditions for YAN, search and brand. To search - for example, like this:

5. When analyzing associated conversions, select the channel group that you just created in the report:

Now the influence of each source is clearly visible:

Divide the channels - “Brand”, “Search” and “YAN” - into groups, and groups into campaigns. This will further increase your accuracy.

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Attribution models and budget reallocation

The Google Analytics attribution model is the principle by which value is allocated among channels along the conversion path. Correct model attribution shows how much revenue each channel generated. Next, determine ROMI - and you will see the value of each channel. Now you know which channels to allocate your budget to.

Attribution models

By Google default Analytics uses the Last Indirect Interaction model. Read descriptions of all standard models.

You can create your own based on standard attribution models.

Tab “Administrator” → Attribution models:

But you can also use one of the standard models.

For our example, the “Position-linked attribution” model is suitable for us, so we will not create a new one.

IMPORTANT! You cannot compare different channels with each other. The user who came to the site based on a branded request and the one who clicked on the banner in the Display Network are different people on different stages decision making. Therefore, it is incorrect to conduct analysis using the “Last interaction” attribution model.

Determining the value of the channel and redistributing the budget

How do you determine the value of each channel in terms of ROI and marketing budget allocation?

Suppose the marketing budget is 1,000,000 rubles per month, and is distributed as follows:

As we said above, in the example under consideration, the “Position Based” attribution model is completely suitable for us. But nothing stops you from choosing yours.
We are interested in the “Conversion Value” column:

From this column we see that the income from each channel can be distributed like this:

Yandex.Direct: 700,000 / 300,000 * 100% = 233%
Google AdWords: 300,000 / 200,000 * 100% = 150%
VKontakte target: 270,000 / 170,000 * 100% = 159%
Facebook Target: 250,000 / 150,000 * 100% = 167%
MyTarget: 190,000 / 180,000 * 100% = 106%

Now we determine new budgets for each channel. To do this, we calculate the channels’ shares in profit (% of total profit). Adding up all the income, we get: 1,710,000 rubles. Of them:

Yandex.Direct - 41%
Google AdWords - 18%
Target VKontakte - 16%
Facebook target - 14%
MyTarget - 11%

Distribute the budget in the same shares:

Channel	Old budget rubles	New budget rubles
Yandex.Direct	300 000	410 000
Google AdWords	200 000	180 000
Target VKontakte	170 000	160 000
Facebook Target	150 000	140 000
MyTarget	180 000	110 000

Uploading data using the API

You can automate this process. To do this, set up downloading data from Google API Analytics in Google Spreadsheets and write down the formulas.

Create an empty table and install the Google Analytics extension.

Create an empty report:

A template will appear:

Line 4 contains the view ID. Data will be downloaded from it. Other parameters are described in the instructions for developers.

Fill in the template with parameters. Check the syntax using Query Explorer. In the menu, click on Run reports. You will receive the download on a separate sheet.

After setting up the formulas, a plan for distributing the budget across channels for the coming period will appear.

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An associated conversion is a conversion that is associated with any channel for attracting a client, which did not become the final one, but played a large role in the chain of steps before the target action was completed.

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It is somewhat reminiscent of a football match: the ball goes through a combination of passes before it is kicked at goal. Those transfers that were present in the chain, but were not the last in it, are a kind of associated conversion.

From the point of view of web analytics, associated conversion allows you to evaluate the contribution of the resource being studied to conversions from others. Speaking in simple language, this metric shows how a visit to a given intermediate page influenced the number of purchases made on the final landing page.

Types of assisted conversions

There are only three of them:

• First interaction conversion is the first and only click that led to a conversion;
• Conversion by intermediate interaction - a transition between intermediary sources located in the middle of the conversion chain;
• Conversion by last interaction - the transition between the last resource in the chain of visits and the target source.

What are Assisted Conversions for?

The majority of clients and buyers do not immediately decide to purchase a product or order a service. The purchase decision is formed in a number of stages:

• The client does not yet know about the existence of the product;
• The client learned about it, but has not yet assessed his need for the product;
• The client has decided to buy, but does not yet know who to buy from;
• The client has decided to become your buyer, but does not know whether to do it now.

Each choice of the buyer must be prompted by some prerequisites. Often, various traffic channels play the role of such prerequisites. In order to wisely invest in a particular channel, you need to evaluate the effectiveness of each of them. Assisted conversion reports clearly demonstrate the contribution of each source to achieving the final result.

The Assisted Conversions report will tell you:

• How did the client learn about the target resource;
• What influenced his choice;
• How quickly he decided to buy;
• How often did he visit the site?

Associated conversions in metrics of various systems

A clear and detailed report on associated conversions is provided by Google Analytics.

To view associated conversions in analytics, you need to go to the “Reports” tab, go to the “Conversions” section, and in it, in turn, find the “Multi-channel funnels” subsection. To generate the final analytical form, you must specify the report period and its type. Google Analytics offers the following reporting options:

• “Associated Conversions.” Demonstrates which resources were included in conversion chains from other traffic sources. Special attention You should pay attention to the “Assisted/Last Click or Direct Interaction Conversions” parameter. It shows which supporting channel played the biggest role in achieving conversion.

The report also reflects 3 types of conversion channels: direct, auxiliary, direct and auxiliary. The advertising budget is distributed according to the Pareto principle:

IN in this example It is clear that the majority of users convert within one day. At other times, their activity decreases. In order to increase sales growth on a “good” day (i.e. while audience activity is at its highest), you need to analyze the “Sequence Length” report.

• "Sequence length". Reflects the number of visits after which the buyer is ready to buy.

This example shows that the majority of users convert after 4 visits. This means that in order to grow sales, you need to achieve 4 visits from the remaining users. For this, various motivational mechanisms are used: posts on social networks, advertising mailing, etc.

Features of assisted conversions in Google Analytics

• The analysis is based on unique sessions during which purchases were made;
• Information about the last two calendar days may be distorted, because analytical data collection occurs with a delay of 2 days;
• All channels complement overall result: If each of them became an associated source of one conversion chain, then the final conversion is credited to both channels.

Associated conversions in Yandex.Metrica

This system also uses 3, but they are recorded slightly differently:

• Last transition - last visit without taking into account previous steps. For the analysis of multi-channel sequences, this model is not informative;
• First transition - first visit. In this context, both the initial source and the chain of subsequent visits are analyzed;

• The last significant transition is the last primary source of traffic (mailings by e-mail, anchors on third party resources, ) in the conversion chain;

It should be noted that the Yandex service cannot analyze in detail the entire conversion chain, just as it cannot assess the contribution of a specific resource to sales growth. Google Tools Analytics provide more complete and detailed reporting.

What to consider during the analysis process

• The sum of all conversions that a resource led to determines its conversion value;
• Duplicate conversions from the same user are considered different. Each of them has its own chain of visits;
• A direct transition made after visiting an advertising source is considered direct and is not credited to the advertising account. This approach allows you to determine how many users remember the URL of the target site or add it to bookmarks;
• You can only organize data in a report based on multi-channel funnel criteria. This means that it is not possible to segment data according to the criteria of standard reports (by browser, by region, etc.);
• It is worth studying the paths of visiting the target resource only in those profiles for which filters that cut off traffic were not used.