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The Claim

Google Analytics Multi-Channel Funnels reports Assisted Conversions separately from last-click conversion reports.

Verified by Lenz ·

The Short Version

Google’s documentation shows that Multi-Channel Funnels distinguishes Assisted Conversions from Last Click or Direct Conversions instead of folding them into ordinary last-click reporting. In Universal Analytics, assisted metrics are surfaced in the MCF reporting suite and explicitly contrasted with last-click metrics. The main caveat is that this terminology belongs to UA, not GA4’s current reporting model.

Caveats

  • “Multi-Channel Funnels” and “Last Click or Direct Conversions” are Universal Analytics terms; GA4 uses different attribution reports and terminology.
  • “Separately” means distinct metrics/reporting treatment, not necessarily a completely separate physical table or standalone screen.
  • Third-party blogs and tutorials are consistent with the claim, but Google’s own help documentation is the authoritative basis.

The Receipts

  1. [UA] Analyze channel contribution with Multi-Channel Funnels

    Google Support

  2. About Multi-Channel Funnels

    Google Analytics Help

  3. 5.3: Multi Channel Funnel Reports

    Google-Analytics.ie

  4. Assisted Conversions in GA4 - KRM Digital Marketing Ltd

    KRM Digital Marketing Ltd

  5. Google Analytics Multi-Channel Funnels: An Overview

    Cardinal Path

  6. Last Click or Direct Conversions and Value in Google Analytics explained

    OptimizeSmart

  7. Multi-Channel Funnels

    iDimension

  8. 'Assisted Conversions' in Google Analytics Are Attribution Gold

    Practical Ecommerce

  9. Google Analytics and multi-channel attribution: What you should know

    Piwik PRO

  10. GA4 Conversion Attribution Explained: Smarter Marketing Insights

    Dig Growth

+ 10 more sources — see the full list on Lenz

Filed Under

Assisted ConversionsGoogle AnalyticsMulti-Channel Funnels

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