This reference document lists and describes all the dimensions and metrics available through the Multi-Channel Funnels Reporting API.
Dimensions
mcf:basicChannelGrouping
Sources of traffic labeled by the Basic Channel Grouping definition as explained in About MCF Channels. Note that the channel groups are always returned in US English.
mcf:source
The source of referrals. When using manual campaign tracking, the value of the utm_source campaign tracking parameter. When using Google Ads autotagging, the value is google. Otherwise the domain of the source referring the user to your website. (e.g. document.referrer). The value may also contain a port address. If the user came to the site without a referrer, the value is "(direct)".
mcf:medium
The type of referrals. When using manual campaign tracking, the value of the utm_medium campaign tracking parameter. When using Google Ads autotagging, the value is cpc. If the user comes from a search engine detected by Google Analytics, the value is organic. If the referrer is not a search engine, the value is referral. If the user came directly to the site, and document.referrer is empty, the value is "(none)".
mcf:sourceMedium
Concatenation of mcf:source/mcf:medium.
mcf:campaignName
When using manual campaign tracking, the value of the utm_campaign campaign tracking parameter. When using Google Ads autotagging, the name(s) of the online ad campaign that you use for your website. Otherwise the value (not set) is used.
mcf:keyword
When using manual campaign tracking, the value of the utm_term campaign tracking parameter. When using Google Ads autotagging or if a user used organic search to reach your website, the keywords used by users to reach your website. Otherwise the value is (not set).
mcf:transactionId
The transaction ID, supplied by the ecommerce tracking method, for the purchase in the shopping cart.
mcf:adwordsAdContent
The content of your ad.
mcf:adwordsAdGroup
The name of your ad group.
mcf:adwordsAdGroupID
Corresponds to Google Ads API AdGroup.id.
mcf:adwordsAdNetworkType
The type of network used to deliver your ad. Note that the types are always returned in US English.
mcf:adwordsCampaign
The name of your Google Ads campaign.
mcf:adwordsCampaignID
Corresponds to Google Ads API Campaign.id.
mcf:adwordsCreativeID
Corresponds to Google Ads API Ad.id.
mcf:adwordsCriteriaID
Corresponds to Google Ads API Criterion.id.
mcf:adwordsCustomerID
Corresponds to Google Ads API Customer.id.
mcf:adwordsDestinationUrl
The URLs to which your ads referred traffic.
mcf:adwordsDisplayUrl
The URLs your ads displayed.
mcf:adwordsKeyword
The keyword of your ad.
mcf:adwordsMatchedSearchQuery
The search queries that triggered impressions of your ads.
mcf:adwordsMatchType
The match types applied to your keywords (Phrase, Exact, Broad, etc.). Ads on the content network are identified as "Content network". Note that the types are always returned in US English.
mcf:adwordsPlacementDomain
The domains where your ads on the content network were placed.
mcf:adwordsPlacementType
Placement type of your ad. Note that the types are always returned in US English.
mcf:adwordsPlacementUrl
The URLs where your ads on the content network were placed.
mcf:adwordsTargetingType
How your ads were targeted (keyword, placement, and vertical targeting, etc.). Note that the types are always returned in US English.
Metrics
mcf:assistedConversions
The number of conversions for which this channel appeared on the conversion path, but was not the final conversion interaction. This metric includes both goal completions and transactions.
mcf:assistedValue
The value of conversions for which this channel appeared on the conversion path, but was not the final conversion interaction. This metric includes both goal completions and transactions.
mcf:firstInteractionConversions
The number of conversions for which this channel was the first conversion interaction in a 30-day lookback window. This metric includes both goal completions and transactions.
mcf:firstInteractionValue
The value of conversions for which this channel was the first conversion interaction in a 30-day lookback window. This metric includes both goal completions and transactions.
mcf:lastInteractionConversions
The number of conversions for which this channel was the final conversion interaction. This metric includes both goal completions and transactions.
mcf:lastInteractionValue
The value of conversions for which this channel was the final conversion interaction. This metric includes both goal completions and transactions.