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Assisted Conversions

Assisted conversions are conversions where a channel contributed in the path but did not get full last-click credit.

Updated 2026-01-24

Definition

Assisted conversions are conversions where a channel contributed in the path but did not get full last-click credit.

Example

A webinar ad introduces the product, but the user later converts via branded search.

How to use it

  • Use assisted conversions to spot upper-funnel channels that create demand.
  • Do not budget purely from assists; validate incrementality at scale.
  • Use assists with conversion lag to avoid under-crediting long-cycle channels.

Common mistakes

  • Treating assists as equivalent to last-click conversions.
  • Ignoring overlap between channels when paths are short.

Why this matters

This term matters because it affects how you interpret performance and make budget decisions. If you use inconsistent definitions or windows, ROAS/CPA can look "better" while profit gets worse.

Practical checklist

  • Write a 1-line definition for "Assisted Conversions" that your team will use consistently.
  • Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
  • Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
  • Sanity-check with a related calculator from the same category on MetricKit.
  • Read the related guide (e.g., Attribution vs incrementality: what to trust, when, and how to test) for context and common pitfalls.

Where to use this on MetricKit

Calculators

  • MER Calculator: Calculate MER (Marketing Efficiency Ratio / blended ROAS) and estimate break-even and target MER from margin assumptions.
  • Max CPC Calculator: Compute break-even and target CPC (and optional CPM) from CVR, AOV, and contribution margin assumptions.
  • Break-even CPM Calculator: Compute break-even and target CPM from CTR, CVR, AOV, and contribution margin assumptions.
  • Break-even CTR Calculator: Compute the CTR required to break even (and hit a target) given CPM, CVR, AOV, and contribution margin.
  • A/B Test Sample Size Calculator: Estimate sample size per variant for a conversion rate A/B test given baseline CVR, MDE, significance, and power.

Guides