What Are Assisted Conversion Reports?
Needless to say tracking the revenue generated from an E Commerce website is critical but the more importantly, tracking the revenue accurately is imperative. To accurately track the revenue generated from a eCommerce PPC campaign you must know how to use assisted conversion reports. For those of you who don’t already know, Google Analytics attributes the revenue generated from a visitor to the medium that was used during that visit. What does that mean? Let’s create a hypothetical scenario, lets say Joe searches for a product on Google. Let’s say the product results page on Google’s sponsored section (PPC) showed three websites that had the exact products that Joe wanted. Joe, like many consumers clicked on the first 3 results and checked out the sites and pricing before making his purchase like a wise consumer should. The first website he visited ended up being the site that he chose to purchase the product from however, Joe took a few days to make his purchase after shopping around because his wife interrupted the shopping process when she asked him to fix the sink which suddenly started leaking. When Joe finally made the purchase 2 days later, he didn’t use Google to find the website he liked, he went directly to the website which he saved in his favorites. What happened was that Joe made a purchase during a direct visit, not a PPC visit (aka CPC) so Google attributed that direct revenue to the direct medium not the PPC medium when in reality, PPC played a critical role in the conversion process. Now you should be able to understand just how powerful the assisted conversion reports are to you, especially if you are selling products online.