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Understanding Assist Clicks and Assisted Conversions [PART 2]

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Rocco Baldassarre
Rocco Baldassarre
Understanding Assist Clicks and Assisted Conversions [PART 2]

Google AdWords allows advertisers to add custom columns to their campaign statistics such as impression share, bid strategy type, shares, comments, follows, and more. As mentioned in part 1 of this article series, one of the most underestimated tools are assist clicks as well as so-called click assisted conversions, commonly referred to as assisted conversions.

This article is designed to demystify the process and make it easier for you to analyze the data Google AdWords’ custom columns provide.

Definition of Click Assisted Conversions

The “click assisted conversions” column displays the number of conversions an ad, keyword, or ad group assisted. This is why the numbers displayed in the assist clicks and the click assisted conversions columns can differ.

“Although similar to the “assist clicks” report, the “assisted conversions” report has some important distinctions. Rather than looking at how many assist clicks or impressions your advertising provided, these tabs show the number of conversions your advertising assisted.” – Google Support about displaying assisted conversions on an ad level (Source: https://support.google.com/adwords/answer/1722023?hl=en)

Let’s look at the same examples from part 1 of this article series regarding how many click assisted conversions and assist clicks we would have for each of them.

Example 1:

A user searches on Google for black shoes, clicks the ad, and doesn’t convert. A week later, the same user searches on Google for brown shows, clicks the ad, and doesn’t convert. One week later, the same user searches on Google for white shoes, clicks the ad, and doesn’t convert. Two days later the same user searches on Google for black boots and converts.

Assist clicks are marked in green and click assisted conversions are marked in blue:
black shoes > brown shoes > white shoes > black boots > conversion

The assist clicks and click assisted conversion columns would therefore display the following:

Click Assisted Conversions Example 1Example of click assisted conversions
Image created by author

If counted on a keyword level as displayed in the table above, each keyword would show one click assisted conversion because the number of conversions each keyword assisted is one.

Example 2:

A user searches on Google for black shoes, clicks the ad, and doesn’t convert. One week later, the same user searches on Google for brown shows, clicks the ad, and doesn’t convert. A week later, the same user searches on Google for black shoes again, clicks the ad, and doesn’t convert. Two days later the same user searches on Google for black boots and converts.

black shoes > brown shoes > black shoes > black boots > conversion

The assist clicks and click assisted conversion columns would therefore display the following:

Click Assisted Conversions Example 2Example of click assisted conversions
Image created by author

In comparison to Example 1, the keyword black shoes now shows two assist clicks because it assisted twice. Since it assisted the same conversion, the number of  click assisted conversions for the keyword black shoes is one.

Example 3:

Now let’s review the example of two different users are searching and keywords overlap.

USER 1:
black shoes > brown shoes > white shoes > black boots > conversion

USER 2:
black shoes > brown sandals > white sandals > black boots > conversion

As seen above, two different clients converted with different search funnels that both started with the same keyword. In order to fully understand click assisted conversions, let’s look at this scenarios first on a keyword level and then on an ad level.

Click Assisted Conversions on a Keyword Level

Click Assisted Conversions Example 3 Keyword LevelExample of click assisted conversions
Image created by author

On a keyword level, the keyword black shoes assisted two different conversions and therefore shows two click assisted conversions unlike in example two where this keyword assisted the same conversion and therefore counted as only one click assisted conversion.

Click Assisted Conversions on an Ad Level

Click Assisted Conversions Example 3 Ad LevelExample of click assisted conversions
created by author

For the sake of creating an obvious and easy to understand case study, let’s assume the keyword white shoes and white sandals trigger the same ad, which is meant for white shoes in general. The same goes for brown shoes and brown sandals which in this example trigger the same generic ad for brown shoes.

If you were to display click assisted conversions per ad as shown in the table above, you would see two click assisted conversions per ad because each ad assisted two different conversions.

Example of Using Click Assisted Conversion Insights

The click assisted conversion column is best used in comparison with regular conversions.

For instance, you could have 100 conversions and 80 click assisted conversions during the last 30 days. This would mean that 80 percent of your conversions are assisted, giving you valuable insight in the click behavior as well as the consumer behavior that influences your profit.

The same is valid for 100 conversions and 1 click assisted conversion because it would mean that customers are likely to take quick decisions and have either compared prices and providers prior to seeing your website or avoid the comparison process entirely once they see your landing page(s).

Conclusion

Click assisted conversions can be a valuable tool to better understand existing customers. Especially when combined with Google Analytics data such as average visit duration or ratios like click assisted conversions versus regular conversions or cost per conversion versus cost per click assisted conversion.

Depending upon your findings, the result of analyzing click assisted conversions might be a list of landing page changes that should be split tested or changes to the ad copy. Additionally, click assisted conversions should be monitored on a regular basis to see the effect of any implemented changes over time.

 

Featured Image: Taylor Schlades via MorgueFile. Adapted by author for Search Engine Journal.

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Rocco Baldassarre

Founder & CEO at Zebra Advertisement

Rocco Baldassarre is a digital marketing consultant and entrepreneur. He is best known for being the founder of the award ... [Read full bio]

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