Conversion Reports

This chapter was last updated in August 2021, refreshed content on GA4 is coming soon...

Finally, the moment we have all been waiting for - conversion reports! Are people actually doing the things on your site that you want them to?

Now, here is a reminder, you will not find any data in any of the conversion reports until you set up goals. If you’re not sure how to set up goals, there are step-by-step instructions in Chapter 1.

Goal Overview

This report shows you a summary of the goals you have set and how often they are being completed. You will see goal completions by day, goal type, and completion locations.

At the bottom of the report, you are also able to toggle over and see where the goal completion users came from by analyzing the Source/Medium.

The Source/Medium report is great at showing which marketing efforts have the most influence over users.

How to use this information:

• Look for patterns and see if there are certain days users are more likely to convert. If so, try to focus on the marketing you put out on those days.

• Analyze whether or not your site is leading to completion of the goals you have set. If it is not, it may be time for a bit of conversion rate optimization.

• Determine which marketing efforts are leading to conversions to see where time and money is best spent.

Assisted Conversions

As marketers, we know that it takes many touches before a user decides to convert. The assessed conversion report will show you which channels have attributed at all to a conversion. This is incredibly important for giving credit where credit is due.

In this view you will not only see how many conversions a channel assisted, but also how many last click/direct conversions a channel contributed to. If you want to get a bit more granular, you can use the menu across the top of the table to also see attribution by Source/Medium.

How to use this information:

• Get a better idea of how each marketing channel and effort contributes to your site’s success. Remember, not every channel is going to lead directly to conversions, however it may be assisting conversions which is just as important.

• Let assisting channels assist, or don’t! Determine what is going right on those channels and see if there is a way to potentially achieve the assisting within another channel, or work on building consumer confidence enough to directly convert from said channel.

• Identify potential sources/ mediums that you may not have been privy to. For instance, are referrals from a particular site leading to many assisted conversions? How can you further leverage that? Or replicate it?