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Impression Assisted Conversion Value

Impression 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.

Impression Assisted Conversion Value

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

Referred to as = Impr. Assisted conv. value

This quantifies the value of assisted conversions more so than with ‘Impression Assisted Conversions’ because it includes an actual value to the conversions which were assisted. However, you are yet to demonstrate (prove) that there is a proper causal relationship between assisted impressions and the total number of conversions.

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

Benefits of Impression Assisted Conversion Value

There is intrinsically less value in this metric than with Click Assisted Conversions because we cannot be sure if the user saw the ad or not. That said, there is still some value to this metric; in cases where you have significant impression assisted conversion value data you may have keywords that are more valuable than they would appear if you did not consider this metric.

Adjusted CPA

We cover adjusting CPA for Assisted conversions in another guide on Impression 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 Impression assisted conversion value to total conversion value we can get an idea of the value of these clicks. If we have an impression assisted conversion value of $3,000 and a total conversion value of $30,000 we would have a ratio of 10% ($30,000 / $3,000).

This provides some mathematical backing to variables used to calculate the adjusted CPA… We would typically down weight this by a factor of 10 to get the variable for the adjusted CPA calculation, so in this example we would attribute a value of 1% to each Impression Assisted Conversion.

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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