About Channels (and the MCF Channel Grouping)

In the Multi-Channel Funnels reports, channels are your sources of traffic. The following channel labels are defined as part of the MCF Channel Grouping and are the labels used by default in your reports.

Channel Description
Display Interactions with a medium of "display", or "cpm". Also includes AdWords interactions with ad distribution network set to "content" but excluding ad format of "text".
Paid Search Traffic from the AdWords Search Network or other search engines, with a medium of "cpc" or "ppc" .
Other Advertising Sessions that are tagged with a medium of "cpc", "ppc", "cpm", "cpv", "cpa", "cpp", "content-text", "affiliate" (excluding Paid Search).
Organic Search Traffic from unpaid search on any search engine (i.e. medium="organic").
Social Network Traffic from any of approximately 400 social networks (that are not tagged as ads).
Referral Traffic from websites that are not social networks.
Email Sessions that are tagged with a medium of "email".
Direct Sessions in which the user typed the name of your website URL into the browser or who came to your site via a bookmark (i.e., source="(direct)" and medium="(not set)" or "(none)").

To learn more about the MCF Channel Grouping and how to define your own labels, read Creating and Using Channel Groupings.

In the Assisted Conversions and Top Conversion Paths reports, you can see your data organized according to the MCF Channel Grouping (the set of labels shown in the table above), your own custom channel grouping, or according to Source, Source/Medium, and other options. You do this by clicking one of the Viewing options (above the report’s table).

  • MCF Channel Grouping organizes channels according to the labels in the above table.

  • Selecting Channel Groupings allows you to define your own labels as part of a channel grouping.

  • Selecting Source, Source/Medium, Medium, or one of the options in the Other dropdown list organizes channels according to Source, Medium, Keyword (if applicable), and Campaign (if applicable). For example, a referral from would show up in your reports as follows:
    • Source:
    • Medium: referral
    • Source/Medium:

    The following table shows examples:

    Channel Source Medium Keyword Campaign
    paid search results on Google (AdWords) google cpc bid term name of AdWords campaign
    User typed in your site’s URL or used bookmark direct none (not set) (not set)
    Referral from referral (not set) (not set)
    custom campaign name used in utm_source tag of referring URL name used in utm_medium tag of referring URL name used in utm_term tag of referring URL name used in utm_campaign tag of referring URL