Het uitsplitsen van Adwords Assisted Conversions in Google Analytics kan erg waardevol zijn, omdat je meer inzicht krijgt in welke campagnes uiteindelijk verantwoordelijk zijn voor de assisted conversions. Dit is met name waardevol als je adverteert op je eigen merknaam/winkelnaam, want dan kunnen de cijfers in het rapport ‘Conversies –> Multi-channel trechters –> Assisted Conversions’ een verkeerd beeld geven.

Conversie toekennen aan de laatste interactie

Laten we eerst beginnen met een uitleg van assisted conversions. Assisted converion zou je kunnen vertalen als ondersteunde conversie. De verkeersbron heeft dus geholpen om een conversie te realiseren, maar de conversie is uiteindelijk aan een andere bron toegekend. Google Analytics staat standaard ingesteld dat de conversie aan de laatste interactie wordt toegekend.

Stel je komt via een e-mail in een webshop terecht en je koopt een product dan wordt de waarde van deze conversie natuurlijk toegekend aan E-mail.

Het kan ook gebeuren dat iemand via een betaalde Google advertentie voor het eerst in de webshop komt en niet direct iets koopt. De volgende dag gaat hij terug naar de webshop en deze persoon heeft de naam van de webshop onthouden. Hij typt dit in de internetbrowser, komt in de webshop terecht en koopt uieindelijk een product. In dit geval wordt de conversie toegeschreven aan Direct. Uiteindelijk zal in het Assisted Conversion rapport de conversiewaarde als assisted conversion getoond worden bij Betaald zoekverkeer.

Branded vs. non-branded advertentie campagnes

Adverteren op je eigen winkelnaam heeft vaak een veel hogere Return On Advertising Spend (ROAS) tot gevolg en deze campagne wil je dus eigenlijk even loskoppelen van de overige Adwords assisted conversions. Je krijgt uiteindelijk een uitsplitsing tussen branded assisted conversions and non-branded assisted conversions. Met name de non-branded campagnes zijn belangrijk om in de gaten te houden, omdat je alleen op goed converterende zoekwoorden wilt adverteren.

Als je naar het Assisted Conversions rapport gaat krijg je een tabel die eruit ziet zoals de afbeelding hieronder:

Assisted Conversions

Je ziet verschillende kanaalgroepen staan zoals Direct, Organisch zoeken, Betaald zoekverkeer, Display-verkeer, E-mail, Verwijzing, etc. Betaald zoekverkeer is voor veel webshops Google Adwords, maar hieronder zouden ook Facebook advertenties en andere CPC kanalen kunnen vallen.

Kanaalgroep uitsplitsen in Google Analytics

Het is interessant om te weten hoeveel van de assisted conversions worden veroorzaakt door de branded campagne en hoeveel door de non-branded campagne. Hiervoor moet de MCF-kanaalgroep Betaald zoekverkeer uitgesplitst worden.

Kies boven de tabel (achter primaire dimensie) voor ‘Kanaalgroepen –> Sjabloon voor MCF-kanaalgroep kopiëren’. Geef dit nieuwe sjabloon een herkenbare naam zoals ‘MCF-kanaalgroep | Branded vs. Non-Branded’ en klik op ‘Een nieuw kanaal definiëren’.

Multi-channel Trechters Kanaal Maken

Er opent een nieuw scherm waar je de voorwaarden van de nieuwe kanaalgroep in moet definiëren. Vul het in zoals hieronder weergegeven staat en je hebt een kanaalgroep die branded Google CPC laat zien. Bij de campagne die je selecteert kun je eventueel ook meerder campagnes toevoegen als jij meerdere branded campagnes in Google Adwords hebt opgezet.

Kanaalgroep Maken in Google Analytics

Wijzig tenslotte de kanaalgroep Betaald zoekverkeer naar Betaald zoekverkeer | Non-branded en bevestig alles. Als je nu in het Assisted Conversion rapport gaat kijken en je selecteert bij primaire dimensie onder kanaalgroep ‘MCF-kanaalgroep | Branded vs. Non-Branded’, dan krijg je de onderstaande tabel te zien:

Nieuwe Kanaalgroep Maken

Als resultaat zie je nu dat 1939 euro aan assisted conversions komt van de branded campagne en 1335 euro van de non-branded campagne.

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