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Click Assisted Conversion Last Click

Click Assisted Conversion: Last Click



*A conversion is when a user performs a desired action (being tracked) on your website. This could be buying a product, downloading a file, clicking a link or any other desired action. Typically conversions are linked either directly or indirectly to revenue.

Click Assisted Conversion: Last Click

Quick Description = Click Assisted Conversions as a Percentage of Total ‘last click’ conversions

Calculation: Click-assisted conversions / Last click conversions

Referred to as = Click. Assisted conv. / last click conv.

This is the total number of conversions for which a keyword (ad, ad group, or campaign) received assist clicks divided by the total number of conversions for which it triggered the last click.

This can take a while to get your head around! So let’s unpack this using keywords as the component to which the metric is associated in this example:

How Click Assisted Conversions (Last Click) Work

Keywords that have Click Assisted Conversions (described above) occur when a keyword triggered an ad that was clicked, the user who clicked it then came back later to convert. Keywords with Last Click conversions are the keywords that were clicked last in a series of clicks resulting in a conversion.

So… This metric illustrates the ratio of the former to the latter… And this means the following under these circumstances:

  • Percentage between >0% and <100% = The keyword is more likely to convert than assist
  • Percentage is 100% = The keyword is just as likely to convert as to assist
  • Percentage between >100% = The keyword is more likely to assist than convert

The relationship between the two components described above is not commonly used and provides very little value unless producing an in-depth attribution report comparing multiple attribution models and data.

Important Note

This metrics includes only Search Network activity within a conversion window of 30 days. You will also need to have setup conversion tracking properly to see data for this metric.

Last Click

The term ‘last click’ is not unique to AdWords or this metric; in most attribution models that use ‘last click’, 100% of the value of a conversion is attributed to the last click in the click path to conversion. Thus, ‘last click’ attributes no value to the first click or intermediary clicks leading up to the final click that converted. Bear in mind that the last click may not be the route that the user took to convert, for example:

A user could click on 3 of your paid ads, leaving the site after the last click for a week before coming back through a bookmark to convert… This would still be attributed to the paid last click.

More Information

If you liked this guide on Click Assisted Conversions (Last Click), you may also be interested in the following guides related to this subject:

  • ROAS (Return on Ad Spend)
  • ROI (Return on Investment)
  • Converted Clicks
  • All Conversions
  • Converted Click Rate
  • Conversion Tracking
  • Conversion Rate
  • Cross Device Conversions
  • Cost Per Converted Click
  • Avg. CPC (Cost Per Click)
  • Revenue Per Conversion
  • Conversion Optimiser


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