Summary
The Assisted Conversion Report provides the data needed to demonstrate Demand Gen's additive value to Search and Performance Max. It isolates conversions where Demand Gen was in the path but another campaign took the final credit. Without it, Demand Gen looks weaker than it is because last-click reporting hides the assist.
Nitin Batra is a Google Video Ads certified professional who plans and reports on YouTube and Demand Gen campaigns, including cross-campaign assist analysis in Google Ads.
Last updated: August 23, 2026
To show how Demand Gen ads contributed to conversions that were finally credited to Search or Performance Max, use the Assisted Conversion Report, which reports the assist data behind Demand Gen’s additive value.
- User acquisition details
- Asset strength metrics
- Assisted Conversion Report
- Channel segmentation
The correct answer is: Assisted Conversion Report
Key Takeaways
- – The Assisted Conversion Report is the technical resource that shows Demand Gen’s additive value to Search and Performance Max.
- – It reports conversions and conversion value where Demand Gen touched the path but another campaign took the last click credit.
- – Find it inside the Demand Gen campaign under Insights and reports in the Google Ads interface, not in the main campaign columns table.
- – Judging Demand Gen only on last-click conversions in the standard campaign table understates it, because most of its contribution sits earlier in the journey.
What exactly counts as an assisted conversion in the Demand Gen Assisted Conversion Report?
An assisted conversion is one where a Demand Gen ad was clicked or engaged with somewhere in the conversion path, but the final conversion credit went to a different campaign. The report groups these by the campaign that received the credit, usually Search, Shopping or Performance Max. It gives you both a count and a value so you can size the contribution in money terms.
Where do I find the Assisted Conversion Report in Google Ads?
Open the Demand Gen campaign, then look under the Insights and reports area for the campaign. The assisted conversion view sits there rather than in the default campaign columns. If you do not see it, check that conversion tracking is set up properly and that the campaign has enough conversion history to report on.
Why can I not just add an assisted conversions column to the campaigns table?
The standard campaigns table reports conversions using your chosen attribution model and shows the credit assigned to that campaign, not the cross-campaign assist story. That is why people look at Demand Gen, see a low conversion number and assume it is not working. The dedicated Assisted Conversion Report is built to show the interaction between Demand Gen and the campaigns that closed the sale.
Do the other options like asset strength or channel segmentation show incrementality?
No. Asset strength tells you whether your creative inputs are complete and varied, user acquisition details describe new versus returning customers, and channel segmentation splits performance by YouTube, Discover and Gmail. None of them connect a Demand Gen touch to a conversion credited elsewhere, which is the specific data the question asks for.