In digital marketing, an assisted conversion is a conversion attributed to a marketing channel or touchpoint that was not the last one before the conversion occurred. For example, consider a customer who searches for a product on Google, clicks on an ad for your product, and then visits your website. Later, the customer returns to the website directly, without clicking on any ads, and makes a purchase. In this case, the search and the ad click are considered assisted conversions because they influence the customer's decision to purchase.
Assisted conversions can be important to digital marketers because they help show a marketing campaign's full impact.