{"id":112772,"date":"2016-03-17T13:15:00","date_gmt":"2016-03-17T18:15:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/assisted-conversions-un-loved-sidekick\/"},"modified":"2024-12-21T05:53:59","modified_gmt":"2024-12-21T10:53:59","slug":"assisted-conversions-un-loved-sidekick","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/assisted-conversions-un-loved-sidekick\/","title":{"rendered":"Assisted Conversions \u2013 The un-loved sidekick"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Ask your marketing team to check conversions in Google Analytics and they\u2019ll likely click on the <\/span><i><span style=\"font-weight: 400;\">Conversions<\/span><\/i><span style=\"font-weight: 400;\"> tab and have a look at <\/span><i><span style=\"font-weight: 400;\">Goals <\/span><\/i><span style=\"font-weight: 400;\">and <\/span><i><span style=\"font-weight: 400;\">E-commerce<\/span><\/i><span style=\"font-weight: 400;\"> (if appropriate for the business). They may even click the <\/span><i><span style=\"font-weight: 400;\">Acquisition<\/span><\/i><span style=\"font-weight: 400;\"> tab<\/span> <span style=\"font-weight: 400;\">and use filters to see their main KPIs by channel, source, or medium.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, while these are two good places to start when looking to analyse and evaluate performance, they don\u2019t tell the whole story.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, there\u2019s more valuable information hidden in plain sight under the <\/span><i><span style=\"font-weight: 400;\">Conversions<\/span><\/i><span style=\"font-weight: 400;\"> tab, the ominously named <\/span><i><span style=\"font-weight: 400;\">Multi-Channel Funnels.<\/span><\/i><span style=\"font-weight: 400;\"> Within this data analyst\u2019s treasure trove, among other things, you\u2019ll find insights about your top converting paths, time-lag until a conversion, and assisted conversions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s break down that last one, <\/span><i><span style=\"font-weight: 400;\">assisted conversions<\/span><\/i><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Assisted<\/b><span style=\"font-weight: 400;\"> &#8211; meaning that at first glance we can\u2019t see the original source of these conversions in other Analytics tabs as they\u2019ve been attributed to the user\u2019s last touchpoint. If you\u2019re not quite sure what that means, don\u2019t worry; it\u2019ll become clearer later on.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><b>Conversions<\/b><span style=\"font-weight: 400;\"> &#8211; meaning that they should be taken into account when evaluating a channel\u2019s effectiveness. For example, if the channel is assisting the conversion (whatever that desired action is), then it is still effective.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">By focusing solely on the primary conversions, we can miss important metrics that could influence our entire strategy. <\/span><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69eba4fd0a0db'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69eba4fd0a0db');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p><span style=\"font-weight: 400;\">Think about stories in books, TV and films &#8211; we normally focus on the main character, the hero, often ignoring the sidekick. We watch the \u201cSherlock Holmes\u201d series, not \u201cSherlock Holmes &amp; Dr. Watson.\u201d However, the show would not be the same without the trusty sidekick.<\/span><\/p>\n<div id=\"attachment_5971\" style=\"width: 605px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5971\" class=\"alignnone size-full wp-image-5971\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/03\/Sherlock.png\" alt=\"Direct Conversions vs. Assisted Conversions\" width=\"595\" height=\"329\" \/><p id=\"caption-attachment-5971\" class=\"wp-caption-text\">&#8220;It&#8217;s elementary, my dear Assisted Conversion.&#8221;<\/p><\/div>\n<p><span style=\"font-weight: 400;\">So why do sidekicks \u2013 in this case assisted conversions \u2013 like Dr. Watson matter? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because they could be the voice of reason when you\u2019re making big, plot-altering decisions. Because they manage a lot of the grunt work the hero doesn\u2019t. But mainly, they keep the hero going, keep them effective at what they do.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if a user lands on the website through a paid search ad, leaves, and then returns and converts a few days later through organic search, that conversion will be attributed to organic search. That\u2019s because conversions in Analytics are attributed to only the source\/medium immediately before, not to the first touchpoint. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, while it\u2019s very important to know the immediate conversion source, it\u2019s also important to know what brought them to your website in the first place so that you keep that flow of traffic coming!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is particularly true when a big investment is involved, such as paid search, social media advertising, affiliates, etc. You don\u2019t want to cut back on activities that bring in qualified users, so knowing all the touchpoints involved is essential. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep in mind that depending on the product\/service, the time-lag between the first touchpoint and the conversion could be significant \u2013 remember that <\/span><i><span style=\"font-weight: 400;\">Time Lag<\/span><\/i><span style=\"font-weight: 400;\"> tab? Now\u2019s the time to get it involved.<\/span><\/p>\n<div id=\"attachment_5975\" style=\"width: 612px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5975\" class=\"alignnone size-full wp-image-5975\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/03\/Meme.png\" alt=\"Ambergreen's Analytics and Paid Media experts can help.\" width=\"602\" height=\"423\" \/><p id=\"caption-attachment-5975\" class=\"wp-caption-text\">You got this!<\/p><\/div>\n<p><span style=\"font-weight: 400;\">Here at Ambergreen, we look after the sidekicks as well, as we always want to have the full picture about performance before advising our clients. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Reducing activity for a campaign, or even a whole channel, that seems to underperform could be catastrophic if that\u2019s what\u2019s bringing the majority of the customers-to-be in the first place.<\/span><br \/>\n<b>If you\u2019d like to have a clearer image of how conversions are generated for your business,<\/b>\u00a0<a href=\"https:\/\/ambergreeninternetmarketing.com\/contact\/\">get in touch to arrange a call<\/a><b>.<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ask your marketing team to check conversions in Google Analytics and they\u2019ll likely click on the Conversions tab and have a look at Goals and E-commerce (if appropriate for the business). They may even click the Acquisition tab and use filters to see their main KPIs by channel, source, or medium. But, while these are [&hellip;]<\/p>\n","protected":false},"author":81,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Technical","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2897],"tags":[],"class_list":["post-112772","post","type-post","status-publish","format-standard","hentry","category-search-optimization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Assisted Conversions - The un-loved sidekick | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/assisted-conversions-un-loved-sidekick\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Assisted Conversions - The un-loved sidekick | DAC\" \/>\n<meta property=\"og:description\" content=\"Ask your marketing team to check conversions in Google Analytics and they\u2019ll likely click on the Conversions tab and have a look at Goals and E-commerce (if appropriate for the business). They may even click the Acquisition tab and use filters to see their main KPIs by channel, source, or medium. 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