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What are the differences between Google Analytics & Criteo's attribution models?

Multi-Channel Attribution/Assisted Conversion Value

Many advertisers use Google Analytics, which reports on a last-click basis, for reporting. However, it’s valuable to explore multi-channel attribution to understand the assisted conversion value of your marketing channels. 

Assisted conversions

The Assisted Conversions Value of a channel counts all conversions in which that channel was involved but was not the last interaction. 

The higher the value, the more the channel assisted sales and conversions.

See the Assisted/Last Click or Direct Conversions column and how the different channels perform. Retargeting for example:

  • Criteo = 2.66  

How to view Assisted Conversions in Google Analytics

  1. From the main GA dashboard, click on Conversions
  2. Open the Multi-Channel Funnels menu
  3. Click on Assisted Conversions (the data will change)
  4. Change the conversion type to “E-commerce” only

Scroll down and view this data by Source/Medium – find it under “Primary Dimension”


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