Conversions

Creating and Using Channel Groupings

By default, the channel labels that you see in Multi-Channel Funnels reports (Paid Search, Organic Search, Social Network, etc.) are defined as part of the MCF Channel Grouping. If you have specific analysis requirements, you may wish to create your own channel grouping(s), each with its own set of labels. However, the MCF Channel Grouping labels are sufficient for many analysts' needs.

Viewing the Default Label Definitions (i.e., MCF Channel Grouping)

To see how default labels (such as "Social Network") are defined:

  1. In the Top Conversion Paths or the Assisted Conversion report, click Channel Groupings as the Viewing option and select Copy MCF Channel Grouping template.
  2. To see how a label is defined, click the Edit link that appears when mousing over the label.
  3. When you have finished reviewing label definitions, click the Cancel link at the bottom of the channel grouping.

How Channel Groupings Work

A channel grouping is a set of labels, each label applied to a channel or group of channels that you want to see in your reports. For example, the MCF Channel Grouping is a pre-defined channel grouping.

You specify which channels belong to which labels when you define the channel grouping. Here are some examples of channel groupings that you might define:

  • Brand Search vs. Non-Brand: a "brand search" label and a "non-brand search" label
  • Search/Affiliate/Display: a "Search" label, an "Affiliate" label, and a "Display Ad" label
  • Paid Search/Display: a "Paid Search" label and a "Display Ad" label

The rules are interpreted in the order in which they are defined, and each channel grouping must contain at least one label. Any channels that aren't included in the first rule (i.e., the first label) fall through to the second rule, if there is one. Channels that aren't included in the second rule (i.e., the second label) fall through to the third rule, if there is one. Any channels that remain after applying all the rules will be included in the fallback label "other".

Applying a Channel Grouping to a Report

The Overview, Top Conversion Paths, and Assisted Conversion reports all use the MCF Channel Grouping by default. However, in the Top Conversion Paths and Assisted Conversions reports, you can apply any other channel grouping that you have created.

To apply a grouping, click Channel Groupings as the Viewing option, then select the Channel Grouping you want to apply.

Channel groupings do not alter your data; they simply allow you to label and aggregate channels while you are looking at a report.

Creating a Channel Grouping

To create your own channel grouping, you can copy the MCF Channel Grouping and use it as a template to get started. Or, you can create a new channel grouping from scratch. You may create as many channel groupings as you want.

To create a new channel grouping:

  1. In the Top Conversion Paths or the Assisted Conversion report, click Channel Groupings as the Viewing option and select Manage Channel Groupings.
  2. Click + Create New Channel Grouping.
  3. Provide a name for the channel grouping.
  4. Add a rule for each label you want to appear in your reports. For example, to group all search traffic and label it as "Search", create a rule with the following condition:

    (Include Medium Containing cpc) OR (Include Medium Containing organic)
     
  5. When you have finished adding rules, click Save Channel Grouping.