: AdWords "impression assisted conversions" - must the last click have been on an ad to count? AdWords has an "Impr. assisted conv." column which you can add to reports. For this metric, does
AdWords has an "Impr. assisted conv." column which you can add to reports. For this metric, does an ad/keyword/etc. get credit as assisting in a conversion due to having been seen by the user regardless of how the last click to the website happens (e.g. SEO, direct, etc.), or does the last click have to be a click on an AdWords ad?
I had trouble finding anything authoritative that directly answered this question.
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Reports on click-assisted and impression-assisted conversions:
Often, the "last click" before a conversion gets all the credit. But along the way, other clicks and impressions might have guided your customers towards that conversion. Two numbers can help you to see that fuller picture:
Click-assisted conversions: All the conversions assisted by clicks – except for the last click – for each keyword.
Impression-assisted conversions: Conversions that were assisted by impressions before the last click. This report lets you see how many conversions each keyword, ad group or campaign assisted with an impression.
Source: support.google.com/adwords/answer/1722023?hl=en-GB
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