The *Assisted Conversions* report summarizes the roles and contributions of your channels. A channel can play three roles in a conversion path: Last interaction, Assist interaction, and First interaction. The metrics include *Assisted Conversions* (when a channel appears anywhere except as the final interaction) and *Last Click or Direct Conversions* (the number of conversions the channel closed or completed, where the final click or direct traffic before a conversion gets last interaction credit). The report also provides ratios such as *Assisted/Last Click or Direct Conversions* to compare assist vs last-click roles for each channel.

Multi-Channel Funnels reports show how marketing channels (such as paid and organic search, email, and display ads) work together to create sales and conversions. The Assisted Conversions report shows the number of conversions for which a channel appeared on the conversion path, but was not the final interaction. In contrast, standard Google Analytics reports use a last non-direct click attribution model and credit the last channel that drove the user to your site before conversion.

In Google Analytics, by default, “Conversions” in the reports we’ve looked at so far are attributed to the last channel/source that referred the user when they converted based on “last click attribution”. Multi Channel Funnel reports help you get a better idea of how different marketing channels work together, by showing metrics such as *Assisted Conversion* (the number of conversions for which this channel appeared on the conversion path, but was not the final conversion interaction) and *Last Click or Direct Conversions* (the number of conversions for which this channel was the final conversion interaction). The report explicitly lists an *Assisted / Last Click or Direct Conversions* metric to compare a channel’s assist role with its last-click role.

The article explains that in GA4, "Assisted Conversions are back: You can now view touchpoints that initiate interest but aren’t the final conversion click." It instructs users to navigate to the Advertising workspace and use Conversion Attribution Analysis, noting that setting "the attribution model to Last click" and appropriate timing "allows you to see the 'assists'—the touchpoints that engaged a customer early in their journey but weren’t the final click." It contrasts these with standard conversions: "A standard conversion (often attributed via last-click) credits the final touchpoint before the user took action. An assist is any interaction… that occurred earlier in the path but did not directly lead to the final action immediately."

In this new report module, you’ll see four brand new reports: Assisted Conversions, Top Conversion Paths, Time Lag, and Path Length. The first report you’ll see in MCF is the Assisted Conversions report. Assists are simply the number of times a given traffic source (like "Direct" or "Organic") brought a visitor to your website who later converted via a different traffic source. Here, what we can see is that Organic Search brought in 10,000 "Last Interaction Conversions"… In fact, this is exactly how Google Analytics has traditionally attributed conversions.

In the context of Multi-Channel Funnels, Google Analytics reports *Last Click or Direct Conversions* as the number of conversions directly completed by a marketing channel. These are contrasted with *Assisted Conversions*, which count conversions where the channel appeared on the conversion path but was not the final interaction. The article explains that the Assisted Conversions and Last Click or Direct Conversions metrics are reported side by side to help understand whether a channel mostly closes conversions or assists them earlier in the path.

A channel assists in a conversion if it is present in the conversion path ahead of the channel that produced the last click before conversion. Google Analytics (GA) reports that consider multi-channel attribution are a minority, but they do exist. The heart of GA’s consideration for multi-channel attribution is in Multi-Channel Funnel (MCF) reports under Conversions. The assisted conversions report quickly allows you to see the degree to which a channel assists with conversions. Note that the data you see in MCF reports will not line up with other GA reports because of the different attribution model applied.

While most Analytics reports show the immediate source ("last click") of traffic and conversions, Assisted Conversions identify the relationship between all channels and conversions. As she was speaking, Kim navigated to Assisted Conversions under the aforementioned Multi-channel Funnels section in Analytics (Conversions > Multi-channel Funnels > Assisted Conversions). The Assisted Conversions report shows how various channels — direct, organic search, online and offline ads — impact a customer’s path to conversion. Last Click or Direct Conversions… are goal conversions wherein the channel was the last or only interaction — "the final click or direct traffic before a conversion gets last interaction credit for that conversion," according to Google.

The article describes how standard Google Analytics uses a last-click model in most default reports: the last channel before conversion gets 100% credit. It contrasts this with Multi-Channel Funnels and attribution tools that reveal other touchpoints. In Multi-Channel Funnels, Google Analytics provides separate metrics for assisted interactions and last-click interactions so that marketers can see not only which channels get the final click, but also which ones contribute earlier in the journey.

In describing GA4’s attribution reporting, the article explains that GA4 provides model comparison where the report "defaults to 'Data-driven' vs 'Last Click,' but model pairings can be changed." This shows that GA4 surfaces last-click conversion counts as a distinct view that can be contrasted with other attribution metrics, including assists and other model-based conversions, in its attribution reports.

Most of the standard reports in Google Analytics use last non-direct click attribution, which means only the final channel before conversion is credited. Multi-Channel Funnels provide additional reports, including Assisted Conversions, that show how channels assist conversions in addition to closing them. In the Assisted Conversions report, you will see metrics for Assisted Conversions and Last Click or Direct Conversions reported separately for each channel, helping you understand the difference between assist and last-click roles.

Avinash explains that out-of-the-box, Google Analytics standard reports rely on last-click attribution, crediting the last referrer for the conversion. With the introduction of Multi-Channel Funnels, Google added reports that show assisting interactions and last interactions separately, including Assisted Conversions and Last Click or Direct Conversions metrics. These reports separate and compare assists and last-click conversions, providing insight that is not available in the basic last-click conversion reports.

Assisted Conversions: These reports for a given marketing channel analyze all interactions other than the last one that lead to a conversion. Assist Interaction: Any non-last referral on the conversion path. Last Interaction: Immediately preceding the conversion referral. Assisted Conversion Report: This report displays the number of conversions for which each non-last marketing channel appears on the conversion path.

Assisted means the channel is in the conversion pathway, but not the final interaction before a user converts. Last Click or Direct means the channel is the last or only interaction before someone converts and is thus given "full credit" for the conversion in most standard reports. The Assisted Conversions report in the Multi-Channel Funnels section breaks out these assisted conversions separately from last click or direct conversions.

The multi-channel funnel section of GA reporting shows the behavior of visitors who leave the site, then come back before converting. Traditional Google Analytics reports only give credit to the last interaction before the conversion. Multi-channel funnels, and specifically the Assisted Conversions report, let you see which channels contributed to conversions earlier in the path, separate from the last-click conversion metrics you see elsewhere.

The assisted conversions report shows how many sales and conversions each channel initiated, assisted, and completed. It displays Assisted Conversions as well as Last Interaction Conversions to your client. This is different from standard Google Analytics reports, which only show conversions credited to the last interaction.

In this instructional video, the presenter explains that in standard Google Analytics reporting "the last place that a user visited right before they came to the conversion will get the actual attribution or the actual credit." He notes that earlier visits "could have contributed" but "the last source that a user comes from will always get the credit" in last-click reports. He then demonstrates going to Conversions → Multi-Channel Funnels → Assisted Conversions, where the interface shows separate metrics: "assisted conversion value" and "last click conversions". He describes an example where Google organic has both a number of last-click sales and 16 assisted conversions, showing that the Multi-Channel Funnels report tracks assists separately from last-click conversions.

In standard reports, Google Analytics uses last non-direct click attribution and attributes 100% of the conversion to the last channel. Assisted conversions, available in the Multi-Channel Funnels reports, count the number of conversions in which a channel appeared on the path to conversion but was not the final interaction. These assisted conversions are reported separately from last-click conversions, allowing you to compare a channel’s assisting role versus its closing role.

The Assisted Conversions report answers the question: how often is each channel assisting conversions vs. closing conversions? The report shows Assisted Conversions, Assisted Conversion Value, Last Click or Direct Conversions, and Last Click or Direct Conversion Value for each channel. This is different from the majority of Google Analytics reports which attribute conversions to the last non-direct click only, and therefore do not show assisted conversions explicitly.

In the walkthrough of GA4’s multi-channel attribution, the presenter navigates to Conversions → Multi-Channel Funnels and shows an Assisted Conversions view: "we have assisted conversions here which this just tells you, by channel by default, how many assisted conversions each channel contributed to and then how many direct conversions it led to". She notes that direct had a certain number of direct (last-click) conversions and also a separate count of assisted conversions, illustrating that the report distinguishes assisted conversions from the last-click conversions metrics.

In Universal Analytics, standard reports (such as Source/Medium or Channels) attribute goal completions and transactions using a last non-direct click model, meaning only the final interaction before conversion receives credit. The Multi-Channel Funnels Assisted Conversions report, by contrast, counts any channel that appears on the conversion path but is not the last interaction, and reports these assisted conversions as separate metrics (e.g., "Assisted Conversions" and "Last Click or Direct Conversions") for each channel.