Funnel accounts come with four default dimensions: Traffic source, Media type, Campaign and Paid/Organic. Each of these uses a specific set of built-in rules for grouping your data (which you can override to suit your needs). 

Here's how they work:

Traffic source

For data from the connected ad accounts, Traffic source retrieves its value from the name of each of the ad platforms. This means that all data from Facebook will be labeled Facebook, all data from Twitter will be labeled Twitter, etc. The one exception here is AdWords. All data from AdWords will get the label Google.

The data from Google Analytics gets labels depending on what ad platforms are connected. For example, if you have a Facebook ad account connected there will be a rule that sets the label Facebook on all Google Analytics data where GA Source = facebook. Regardless of what ad platforms you have connected there will also be a rule that sets the label Direct on all Google Analytics data matching GA Source = (direct) and GA Medium = (none).

Media type

For data from the connected ad accounts, Media type retrieves its value from the "type" of each of the ad platforms. This means that all data from Facebook and Twitter will be labeled Social, all data from Tradedoubler and HasOffers will be labeled Affiliate, all data from AdRoll and Criteo will be labeled Display etc. The exceptions here are AdWords and Bing, which can be Display, Search or Price comparison.

The data from Google Analytics gets labels depending on what ad platforms are connected, identified by the value of GA Source and labeled using the ad platform type mentioned above. For example, if you have a Facebook ad account connected there will be a rule that sets the label Social on all Google Analytics data where GA Source = facebook.

Regardless of what ad platforms you have connected there will also be generic rules that label your Google Analytics data as Display, Search, Social, Affiliate, Price comparison, Email, Referral or Direct depending on the values of GA Source, GA Medium and GA Campaign.

Campaign

For data from the connected ad accounts, Campaign will be labeled using the first 100 characters of the native dimension that best matches the 'campaign' concept for the data source.  For most data sources there is a native dimension called 'campaign', but some data sources use different names, for instance Funnel use the 'Directory' dimension from Capterra as campaign. Some data sources do not have a campaign dimension at all.
The data from Google Analytics will be labeled using the first 100 characters of the GA Campaign value.
These default rules can be overridden if you'd prefer a different setup.

This means that if you 

  1. have a Facebook campaign called “My campaign”, and
  2. the traffic generated by this campaign can be found in Google Analytics with the GA Campaign value “My campaign”

you will get the Campaign value “My campaign” in Funnel with data both from the Facebook ad account and from Google Analytics.

Paid/Organic

All data from the connected ad accounts will be labeled Paid for Paid/Organic. For data from Google Analytics, data with GA Medium = organic, GA Medium = referral or GA Medium = (none) will be labeled Organic. All other data from Google Analytics will be labeled Paid.

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