In our article “Tracking conversions from appvizer in Google Analytics“, we introduced you to 2 methods to identify direct conversions (conversions that take place immediately during the visit from appvizer).
However, it often happens that an Internet user does not convert from the first visit but completes their search for information and gives themselves time to reflect before returning a few days later to finally make the conversion.
This last visit is often associated with direct traffic (the user types directly the url of your site) or organic traffic (the user types your brand in Google and then clicks on your site in search results).
However, this visit and this conversion would never have taken place without the first visit.
Thanks to Google Analytics, it is possible to identify the traffic sources that bring you visits and conversions later.
To do this, you must have a specific goal set to measure conversions.
In Google Analytics, go to Conversions > Multichannel Funnels > Assisted Conversions.
If you have set up several goals, at the top left, select the goal corresponding to the conversion you want to study and click on the “apply” button.
In Main Dimension, select “Source/Medium” and filter by typing “appvizer”.
This gives you:
- The number of assisted conversions and its monetary value if you have set it in the objectives
- The number of direct conversions and its value
- In the last column, the ratio between the number of indirect and direct conversions.
When this ratio is greater than 1, it means that the traffic source provides more indirect than direct conversion.
The last value is interesting because it makes it possible to quickly identify sources that could have been excluded because of poor performance in immediate conversions, whereas they play an essential role in generating subsequent conversions.