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Click Assisted Conversion Value

Click Assisted Conversion Value

Contents:

 

*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 Value

Quick Description = The total value (revenue) of all conversions for which a keyword (ad, ad group, or campaign) triggered assist clicks. 

Referred to as = Click assisted conv. value

This quantifies the value of assisted conversions more so than with ‘Click Assisted Conversions’ because it includes an actual value of the conversions which were assisted. That said, this is still a reasonably fluffy metric when taken in isolation. Typically we would look at both this and Click Assisted Conversions to gain a deeper understanding of how much value there is in assisting.

This is represented by a currency value $0 or higher.

Benefits

The primary benefit of this metric is in determining how much value these assisting keywords provided. For example, if we have 5 Click Assisted Conversions and 10 conversions we could say that 50% of the conversions were assisted. However, if we have a Click Assisted Conversion value of $500 and a total conversion value of 3,000 we can say that the ‘Click Assisted Conversions’ assisted in generating 16.7% of the conversion value.

Hence we can get a clearer picture of how valuable the assists were, this becomes more valuable when you have multiple conversions with different values.

Two other benefits of this often come when having to report on account performance or when reviewing keywords for deletion.

Reporting on Account Performance

A client or boss may have asked you; “why are we bidding on all these keywords that don’t convert?”… Well, using this metric you can say that these keywords assisted in generating $XXXX in revenue.

Keyword Review

When reviewing keywords for removal / deletion we often look at how much revenue or how many conversions they have generated… If we were to only use these metrics, we might accidentally cut the click path in half and ultimately lose out on conversions that relied on these assisting clicks to convert.

Hence Click assisted conversion value becomes another way of attributing value to keywords that otherwise would potentially have been removed due to poor performance.

Adjusted CPA

We cover adjusting CPA for Assisted conversions in another guide on Click Assisted Conversions (you will need to read this for the following to make sense)… We can play with this value a little to gain some actionable insights.

For example, if we look at the ratio of click assisted conversion value to total conversion value we can get an idea of the value of these clicks. If we have a ratio of 16.7% (as described above) we could use this as the value of the click assisted conversion when calculating adjusted CPA and CPC values.

This provides some mathematical backing to variables used to calculate the adjusted CPA… Bear in mind that this is only an indicator and should be evaluated, tested and reviewed before applying bid changes.

More Information

If you liked this guide on Impression Assisted Conversions, 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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