Assisted conversions
Conversions in which a channel appeared somewhere in the path but was not the final touchpoint before conversion.
AnalyticsAttribution modelling
Attribution
Assigning credit for a conversion across the touchpoints that preceded it, using rules such as last click, first click, or data-driven models.
In full
Organic search is systematically undervalued by last-click attribution because it frequently appears early in research and again as a branded final step that other channels created demand for. GA4 defaults to a data-driven model within its own lookback window, but cross-device and cross-browser gaps, consent loss and dark-social referrals all limit any model's accuracy. Where budget decisions are at stake, incrementality testing and media mix modelling are more defensible than any attribution model.
Example
A campaign appears unprofitable on last click but is shown to drive a third of assisted conversions in a path analysis.
Related terms
Incrementality testing
Measuring the additional outcomes caused by an activity, by comparing a treated group against an untreated control, rather than inferring…
Google Analytics 4
Google's event-based analytics platform, which replaced Universal Analytics in July 2023 and models sessions and users from event streams.
Conversion rate
The proportion of sessions or users that complete a defined goal, such as a purchase, lead form submission or sign-up.
SEO ROI
The financial return generated by SEO investment, calculated from incremental revenue or cost savings against the fully loaded cost of the…