Associated conversions: what is it and how to take them into account in statistics

Associated Conversions – SEO WIKI

Associated conversions – conversions for which a particular traffic source was not the last before the completion of the target action. That is, the monitored traffic source is in the transition chain, but it is not the last in this chain.

Suppose a user navigated to a site via an e-mail link, then went through social networks, and then through a contextual advertisement and already bought a service or completed a targeted action. The conversion will be counted precisely by the context (because the transaction was made through this channel), and other sources (e-mail and social networks) will be assigned the associated conversion, because they led the user to the target action.

Associated conversions in Google Analytics are recorded in the corresponding report in the “Conversions” section:

“Associated conversions” in Google Analytics is a report thanks to which it’s clear how to take into account auxiliary channels, which at least do not lead to purchases themselves, but serve as a bright flag for users and help them remember the brand.

There are no associated conversions in Yandex.Metrica as such, but you can see similar indicators in the Sources, Summary report by changing the Attribution parameter:

You can generate a report on several attribution models:

on the first transition – the conversion is counted to the first source with which the user interacted;
according to the latter – the conversion is counted to the last source in a multi-channel sequence.