Understanding MCF Channel Groupings in Google Analytics
This article is in conjunction with the articles: understanding channels in Google Analytics and understanding channel grouping in Google Analytics
The knowledge acquired through these articles will help you greatly in understanding the present article. So make sure you read them first, if you have not already.
In the present article I will explain in great detail about MCF channel groupings and how to create and use them.
Introduction to MCF channel grouping
MCF (Multi Channel Funnel) channel grouping is a rule based grouping of marketing channels.
You can see MCF grouping in GA by going to:
#1 Conversions > Multi Channel Funnels > Overview report
#2 Conversions > Multi Channel Funnels > Assisted Conversions report
#3 Conversions > Multi Channel Funnels > Top Conversion Paths report
Conversions > Multi Channel Funnels > Overview report
Conversions > Multi Channel Funnels > Assisted Conversions report
Conversions > Multi Channel Funnels > Top Conversion Paths report
Note: MCF channel grouping appears as a primary dimension in MCF reports.
There are two types of MCF channel groupings:
#1 Default MCF channel grouping
#2 Custom MCF channel grouping
In the context of multi channel funnel reports, there are two categories of channel groupings in GA:
#1 MCF Channel groupings – channel grouping applied to MCF GA reports.
#2 Non-MCF Channel groupings – channel grouping applied to standard (non-MCF) GA reports.
Default MCF channel grouping
The default MCF channel grouping is similar to the default non-MCF channel grouping in the sense that both channel groupings define default marketing channels in the same way.
For example, the definition of direct, organic search, paid search, referral etc marketing channels is same for both MCF channel grouping and non-MCF channel grouping.
However,
default MCF channel grouping is not the default channel grouping applied to multi channel funnel reports.
What that means is that, if you edit the default non-MCF channel grouping, it will not automatically update the default MCF channel grouping:
Also unlike default non-MCF channel grouping, the default MCF channel grouping can’t be edited.
Custom MCF Channel Grouping
Custom MCF Channel grouping is a rule based grouping of custom marketing channels.
There are two ways to create custom MCF channel grouping in GA:
#1 Through MCF reports
#2 Through ‘Custom Channel Groupings’ link in the ‘Admin’ section
Creating custom MCF Channel grouping through multi channel funnel reports
You can create custom MCF channel grouping either through either through Assisted Conversions report or through Top Conversion Paths report.
There are two methods to create custom MCF channel groupings via multi channel funnel reports:
#1 Copy default MCF channel Grouping Template and then edit it.
#2 Create a brand new MCF channel grouping from scratch
Copy default MCF channel Grouping Template and then edit it
Follow the steps below:
Step-1: Go to Conversions > Multi Channel Funnels > Assisted Conversions report and then click on the link ‘Copy MCF Channel Grouping Template’ under the ‘Channel Groupings’ menu:
Step-2: Rename the channel grouping and edit it. You can edit a channel grouping by:
- redefining an existing marketing channel(s)
- adding a new marketing channel(s)
- removing an existing marketing channel(s)
To learn more about editing a channel grouping, read this article: Understanding Channel Grouping in Google Analytics
Note: You can also apply custom MCF Channel groupings to Acquisition reports.
Step-3: Once you have created the new custom MCF channel grouping (say ‘MCF Advertising), wait for at least 1 to 2 hours (to get new data) and then go to one of the MCF report like ‘Assisted Conversions’ report and then select the new channel MCF grouping as primary dimension from the ‘Channel Groupings’ drop down menu:
That’s how you can apply a custom MCF channel grouping to an MCF report like ‘Assisted Conversions’.
Note: Any MCF channel groupings you created via MCF reports will also be available through ‘custom channel groupings’ link (under ‘Personal Tools and Assets’) in the Admin section of your GA view:
Create a brand new MCF channel grouping from scratch
Follow the steps below:
Step-1: Go to Conversions > Multi Channel Funnels > Assisted Conversions report and then click on the link ‘create a custom channel grouping…’ under the ‘Channel Groupings’ menu:
Step-2: Name the custom channel grouping and add marketing channels to it as explained in the article: Understanding Channel Grouping in Google Analytics
Once you have created a custom MCF channel grouping, you can copy or share it from within MCF reports like the one below:
Note(1): You can apply any custom channel grouping to MCF reports as long as the custom channel grouping is created either through MCF reports or through custom Channel Groupings’ link in the ‘Admin’ section (under ‘Personal Tools and Assets’):
Note(2): You can not apply custom channel grouping to a MCF report if that channel grouping is created through Channel Settings > Channel Grouping in the Admin section:
Creating custom MCF Channel grouping through ‘Custom Channel Groupings’ link in the Admin section
The process of creating MCF channel grouping via ‘custom channel groupings’ link (under ‘Personal Tools and Assets’) is same as creating non-MCF channel grouping via the same ‘custom channel groupings’ link.
What that means, any custom channel grouping you create via ‘custom channel groupings’ link (under ‘Personal Tools and Assets’) can be applied to both MCF reports and non-MCF reports (acquisition reports):
Once you have created the custom MCF channel grouping, you can copy, share or delete it via ‘Actions’ drop down menu:
Note: You can’t create Private MCF channel grouping. You also can’t apply any private channel grouping to a MCF report.
MCF Channel Grouping Rules
If you recall, MCF channel grouping is a rule based grouping of marketing channels.
So what are these rules?
These rules are same as the rules for non-MCF channel grouping as described in this article: Understanding Channel Grouping in Google Analytics
So these rules are also executed in the order in which they are defined and you can also change the order of these rules by simply dragging and dropping marketing channels.
Case Study- Measuring the performance of branded Vs Non Branded Keywords
Many marketers/analyst will create and apply branded and non branded advanced segments on keywords report and then toggle between the Goals and e-commerce tabs in order to measure the performance of branded vs. non branded keywords.
While this approach is better than nothing, it won’t produce optimal results. Certainly not fit for an analytics ninja.
Remember Google Analytics uses last non direct touch attribution model by default.
So whatever conversions and ecommerce transactions you see in non-MCF reports are attributed to the last non-direct interactions which directly resulted in goal conversion or ecommerce transaction.
You need much more insight than this.
So head towards your ‘Assisted Conversion’ report and create a new ‘custom channel grouping’:
Name it ‘Branded Vs. Non Branded Keywords and define it like the one below’:
You define the ‘branded’ and ‘non branded’ channel labels using the same conditions you would normally use while creating advanced segments.
The ‘Branded Keywords label include those keywords which match a certain regular expression.
Once you have defined your labels, apply the new custom channel grouping.
Note down the number of assisted conversions and conversion value of branded and non-branded keywords:
From the chart above, we can see that the non-branded keywords have ‘assisted/last interaction’ value (1.15) higher than that of ‘branded keywords’ (0.35).
Also the ‘assisted/last interaction’ value of ‘non-branded keywords’ is more than 1. That means the ‘non-branded’ keywords are more important in assisting conversions than completing conversions.
Since Google Analytics by default shows the last non direct click conversion values, we may assume that only branded keywords are driving sales and conversions.
If we stop bidding/targeting non-branded keywords, then the assisted conversion value of non-branded keywords will go down and since non-branded keywords are assisting conversions a lot more than branded keywords, the overall sales will eventually go down.
So the rule of thumb is,
determine the assisted conversion value and assisted/last click conversion value of a marketing channel before you discard/label it as ineffective.
Similarly through ‘first interaction analysis’ of the branded and non-branded keywords you can determine which keyword group is initiating more conversions than the other.
Next Read: Using Custom Channels to understand Google Analytics Reports
Do you know the difference between Web Analytics and Google Analytics?
99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).
So they are teaching GA and GTM in the name of teaching Web analytics.
They just copy each other. Monkey see, monkey do.
But Web analytics is not about GA, GTM.
It is about analyzing and interpreting data, setting up goals, strategies and KPIs.
It’s about creating strategic roadmap for your business.
Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’.
You can also implement ‘Web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.
Using Google Analytics without the good understanding of ‘Web analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.
You are either likely to end up somewhere other than your destination or you get involved in an accident.
You learn data analysis and interpretation from Web analytics and not from Google Analytics.
The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.
You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.
You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.
So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.
Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.
You need to know lot more than GA in order to work in Web analytics and marketing field.
So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage web/digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.
Here what You'll Learn On This FREE Web Class!
1) Why digital analytics is the key to online business success
2) The number 1 reason why most marketers are not able to scale their advertising and maximize sales.
3) Why Google and Facebook ads don’t work for most businesses & how to make them work.
4) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
5) The number 1 reason why conversion optimization is not working for your business.
6) How to advertise on any marketing platform for FREE with an unlimited budget.
7) How to learn and master digital analytics and conversion optimization in record time.
My best selling books on Digital Analytics and Conversion Optimization
Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.
Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.
Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.
Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.
Himanshu Sharma
Digital Marketing Consultant and Founder of Optimizesmart.com
This article is in conjunction with the articles: understanding channels in Google Analytics and understanding channel grouping in Google Analytics
The knowledge acquired through these articles will help you greatly in understanding the present article. So make sure you read them first, if you have not already.
In the present article I will explain in great detail about MCF channel groupings and how to create and use them.
Introduction to MCF channel grouping
MCF (Multi Channel Funnel) channel grouping is a rule based grouping of marketing channels.
You can see MCF grouping in GA by going to:
#1 Conversions > Multi Channel Funnels > Overview report
#2 Conversions > Multi Channel Funnels > Assisted Conversions report
#3 Conversions > Multi Channel Funnels > Top Conversion Paths report
Conversions > Multi Channel Funnels > Overview report
Conversions > Multi Channel Funnels > Assisted Conversions report
Conversions > Multi Channel Funnels > Top Conversion Paths report
Note: MCF channel grouping appears as a primary dimension in MCF reports.
There are two types of MCF channel groupings:
#1 Default MCF channel grouping
#2 Custom MCF channel grouping
In the context of multi channel funnel reports, there are two categories of channel groupings in GA:
#1 MCF Channel groupings – channel grouping applied to MCF GA reports.
#2 Non-MCF Channel groupings – channel grouping applied to standard (non-MCF) GA reports.
Default MCF channel grouping
The default MCF channel grouping is similar to the default non-MCF channel grouping in the sense that both channel groupings define default marketing channels in the same way.
For example, the definition of direct, organic search, paid search, referral etc marketing channels is same for both MCF channel grouping and non-MCF channel grouping.
However,
default MCF channel grouping is not the default channel grouping applied to multi channel funnel reports.
What that means is that, if you edit the default non-MCF channel grouping, it will not automatically update the default MCF channel grouping:
Also unlike default non-MCF channel grouping, the default MCF channel grouping can’t be edited.
Custom MCF Channel Grouping
Custom MCF Channel grouping is a rule based grouping of custom marketing channels.
There are two ways to create custom MCF channel grouping in GA:
#1 Through MCF reports
#2 Through ‘Custom Channel Groupings’ link in the ‘Admin’ section
Creating custom MCF Channel grouping through multi channel funnel reports
You can create custom MCF channel grouping either through either through Assisted Conversions report or through Top Conversion Paths report.
There are two methods to create custom MCF channel groupings via multi channel funnel reports:
#1 Copy default MCF channel Grouping Template and then edit it.
#2 Create a brand new MCF channel grouping from scratch
Copy default MCF channel Grouping Template and then edit it
Follow the steps below:
Step-1: Go to Conversions > Multi Channel Funnels > Assisted Conversions report and then click on the link ‘Copy MCF Channel Grouping Template’ under the ‘Channel Groupings’ menu:
Step-2: Rename the channel grouping and edit it. You can edit a channel grouping by:
- redefining an existing marketing channel(s)
- adding a new marketing channel(s)
- removing an existing marketing channel(s)
To learn more about editing a channel grouping, read this article: Understanding Channel Grouping in Google Analytics
Note: You can also apply custom MCF Channel groupings to Acquisition reports.
Step-3: Once you have created the new custom MCF channel grouping (say ‘MCF Advertising), wait for at least 1 to 2 hours (to get new data) and then go to one of the MCF report like ‘Assisted Conversions’ report and then select the new channel MCF grouping as primary dimension from the ‘Channel Groupings’ drop down menu:
That’s how you can apply a custom MCF channel grouping to an MCF report like ‘Assisted Conversions’.
Note: Any MCF channel groupings you created via MCF reports will also be available through ‘custom channel groupings’ link (under ‘Personal Tools and Assets’) in the Admin section of your GA view:
Create a brand new MCF channel grouping from scratch
Follow the steps below:
Step-1: Go to Conversions > Multi Channel Funnels > Assisted Conversions report and then click on the link ‘create a custom channel grouping…’ under the ‘Channel Groupings’ menu:
Step-2: Name the custom channel grouping and add marketing channels to it as explained in the article: Understanding Channel Grouping in Google Analytics
Once you have created a custom MCF channel grouping, you can copy or share it from within MCF reports like the one below:
Note(1): You can apply any custom channel grouping to MCF reports as long as the custom channel grouping is created either through MCF reports or through custom Channel Groupings’ link in the ‘Admin’ section (under ‘Personal Tools and Assets’):
Note(2): You can not apply custom channel grouping to a MCF report if that channel grouping is created through Channel Settings > Channel Grouping in the Admin section:
Creating custom MCF Channel grouping through ‘Custom Channel Groupings’ link in the Admin section
The process of creating MCF channel grouping via ‘custom channel groupings’ link (under ‘Personal Tools and Assets’) is same as creating non-MCF channel grouping via the same ‘custom channel groupings’ link.
What that means, any custom channel grouping you create via ‘custom channel groupings’ link (under ‘Personal Tools and Assets’) can be applied to both MCF reports and non-MCF reports (acquisition reports):
Once you have created the custom MCF channel grouping, you can copy, share or delete it via ‘Actions’ drop down menu:
Note: You can’t create Private MCF channel grouping. You also can’t apply any private channel grouping to a MCF report.
MCF Channel Grouping Rules
If you recall, MCF channel grouping is a rule based grouping of marketing channels.
So what are these rules?
These rules are same as the rules for non-MCF channel grouping as described in this article: Understanding Channel Grouping in Google Analytics
So these rules are also executed in the order in which they are defined and you can also change the order of these rules by simply dragging and dropping marketing channels.
Case Study- Measuring the performance of branded Vs Non Branded Keywords
Many marketers/analyst will create and apply branded and non branded advanced segments on keywords report and then toggle between the Goals and e-commerce tabs in order to measure the performance of branded vs. non branded keywords.
While this approach is better than nothing, it won’t produce optimal results. Certainly not fit for an analytics ninja.
Remember Google Analytics uses last non direct touch attribution model by default.
So whatever conversions and ecommerce transactions you see in non-MCF reports are attributed to the last non-direct interactions which directly resulted in goal conversion or ecommerce transaction.
You need much more insight than this.
So head towards your ‘Assisted Conversion’ report and create a new ‘custom channel grouping’:
Name it ‘Branded Vs. Non Branded Keywords and define it like the one below’:
You define the ‘branded’ and ‘non branded’ channel labels using the same conditions you would normally use while creating advanced segments.
The ‘Branded Keywords label include those keywords which match a certain regular expression.
Once you have defined your labels, apply the new custom channel grouping.
Note down the number of assisted conversions and conversion value of branded and non-branded keywords:
From the chart above, we can see that the non-branded keywords have ‘assisted/last interaction’ value (1.15) higher than that of ‘branded keywords’ (0.35).
Also the ‘assisted/last interaction’ value of ‘non-branded keywords’ is more than 1. That means the ‘non-branded’ keywords are more important in assisting conversions than completing conversions.
Since Google Analytics by default shows the last non direct click conversion values, we may assume that only branded keywords are driving sales and conversions.
If we stop bidding/targeting non-branded keywords, then the assisted conversion value of non-branded keywords will go down and since non-branded keywords are assisting conversions a lot more than branded keywords, the overall sales will eventually go down.
So the rule of thumb is,
determine the assisted conversion value and assisted/last click conversion value of a marketing channel before you discard/label it as ineffective.
Similarly through ‘first interaction analysis’ of the branded and non-branded keywords you can determine which keyword group is initiating more conversions than the other.
Next Read: Using Custom Channels to understand Google Analytics Reports
Do you know the difference between Web Analytics and Google Analytics?
99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).So they are teaching GA and GTM in the name of teaching Web analytics.
They just copy each other. Monkey see, monkey do.
But Web analytics is not about GA, GTM.
It is about analyzing and interpreting data, setting up goals, strategies and KPIs.
It’s about creating strategic roadmap for your business.
Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’.You can also implement ‘Web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.
Using Google Analytics without the good understanding of ‘Web analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.
You are either likely to end up somewhere other than your destination or you get involved in an accident.
You learn data analysis and interpretation from Web analytics and not from Google Analytics.The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.
You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.
You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.
Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.
You need to know lot more than GA in order to work in Web analytics and marketing field.
So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage web/digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.
Here what You'll Learn On This FREE Web Class!
1) Why digital analytics is the key to online business success
2) The number 1 reason why most marketers are not able to scale their advertising and maximize sales.
3) Why Google and Facebook ads don’t work for most businesses & how to make them work.
4) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
5) The number 1 reason why conversion optimization is not working for your business.
6) How to advertise on any marketing platform for FREE with an unlimited budget.
7) How to learn and master digital analytics and conversion optimization in record time.
My best selling books on Digital Analytics and Conversion Optimization
Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.
Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.
Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.
Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.
Himanshu Sharma
Digital Marketing Consultant and Founder of Optimizesmart.com