About MCF Channels (and the MCF Channel Grouping)

In the Multi-Channel Funnels reports, channels are your sources of traffic. The MCF Channel Grouping is the default set of labels, each label applied to a channel or group of channels that you want to see in your reports.

In this article:

Channel definitions

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
Ad Exchange 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 came to your site via a bookmark (i.e. source="(direct)" and medium="(not set)" or "(none)").

Choose how you want to see your data

In the Assisted Conversions and Top Conversion Paths reports, you can see your data organised 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 selecting a different Primary Dimension (above the report's table).

  • MCF Channel Grouping organises 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 drop-down list organises channels according to Source, Medium, Keyword (if applicable) and Campaign (if applicable). For example, a referral from example.com would show up in your reports as follows:
    • Source: example.com
    • Medium: referral
    • Source/Medium: example.com/referral

Related resources

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

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