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.
Measured as
Measure Assisted Conversions with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.
Misused when
- Treating assists as equivalent to last-click conversions.
- Ignoring overlap between channels when paths are short.
Operator takeaway
- 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.
- Use Assisted Conversions only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
- If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.
Next decision
- Read Attribution vs incrementality: what to trust, when, and how to test if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide which report owns Assisted Conversions before comparing campaigns, channels, or creative tests.
Where to use this on MetricKit
Guides
- Attribution vs incrementality: what to trust, when, and how to test: A practical guide to attribution vs incrementality: common attribution models, window pitfalls, how MER/marginal ROAS fit in, and how to run holdout/geo tests.