Google Analytics (MCF) Betalink
Google Analytics Multi-Channel Funnels (MCF) Reports lets you get conversion path data that shows user interactions with various traffic sources over multiple sessions prior to converting, and to analyze how multiple marketing channels influence conversions.
Google Analytics (MCF) only allows us to connect to the reporting layer of their API, so we can't access all the raw data. Instead, data must be queried through a pre-defined report. Fivetran can sync the following pre-defined reports:
- Assisted Conversions
- Time Lag
- Path Length
- Conversion Path
Featureslink
Feature Name | Supported | Notes |
---|---|---|
Capture deletes | ||
Custom data | ||
Data blocking | check | Column level and table level |
Column hashing | check | |
Re-sync | check | Connector level |
History | ||
API configurable | check | API configuration |
Priority-first sync | ||
Fivetran data models | ||
Private networking |
Setup guidelink
Follow our step-by-step Google Analytics (MCF) setup guide to connect Google Analytics MCF with your destination using Fivetran connectors.
Schema informationlink
This schema applies to all Google Analytics (MCF) connectors.
To zoom, open the ERD in a new window.Google Analytics (MCF) connector delivers the following reports: ASSISTED_CONVERSIONS_REPORT, TIME_LAG_REPORT, PATH_LENGTH_REPORT, and CONVERSION_PATH_REPORT.
ASSISTED_CONVERSIONS_REPORTlink
This report summarizes your channels' roles and contributions. See Google's documentation for details.
Dimension columnslink
Column | Type | Corresponding Dimension |
---|---|---|
profile_id | STRING | N/A ID of Google Analytics view (profile) |
date | DATE | mcf:conversionDate |
basic_channel_grouping | STRING | mcf:basicChannelGrouping |
campaign_name | STRING | mcf:campaignName |
conversion_goal_number | INTEGER | mcf:conversionGoalNumber The goal number, if available. Or NULL if goal is not set. |
conversion_type | STRING | mcf:conversionType |
medium | STRING | mcf:medium |
source | STRING | mcf:source |
Metric columnslink
Column | Type | Corresponding Metric |
---|---|---|
assisted_conversions | INTEGER | mcf:assistedConversions |
assisted_value | DECIMAL | mcf:assistedValue |
first_interaction_conversions | INTEGER | mcf:firstInteractionConversions |
first_interaction_value | DECIMAL | mcf:firstInteractionValue |
last_interaction_conversions | INTEGER | mcf:lastInteractionConversions |
last_interaction_value | DECIMAL | mcf:lastInteractionValue |
total_conversions | INTEGER | mcf:totalConversions |
total_conversion_value | DECIMAL | mcf:totalConversionValue |
TIME_LAG_REPORTlink
This report counts the number of days from the first ad impression to conversion. It shows how many conversions resulted from conversion paths that were 0, 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, or 12+ days long. See Google's documentation for details.
Dimension columnslink
Column | Type | Corresponding Dimension |
---|---|---|
profile_id | STRING | N/A |
date | DATE | mcf:conversionDate |
campaign_name | STRING | mcf:campaignName |
time_lag_in_days | INTEGER | mcf:timeLagInDaysHistogram |
Metric columnslink
Column | Type | Corresponding Metric |
---|---|---|
total_conversions | INTEGER | mcf:totalConversions |
total_conversion_value | DECIMAL | mcf:totalConversionValue |
PATH_LENGTH_REPORTlink
This report shows how many conversions resulted from conversion paths that contained 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, or 12+ channel interactions. See Google's documentation for details.
Dimension columnslink
Column | Type | Corresponding Dimension |
---|---|---|
profile_id | STRING | N/A ID of Google Analytics view (profile) |
date | DATE | mcf:conversionDate |
campaign_name | STRING | mcf:campaignName |
path_length_in_interactions | INTEGER | mcf:pathLengthInInteractionsHistogram |
Metric columnslink
Column | Type | Corresponding Metric |
---|---|---|
total_conversions | INTEGER | mcf:totalConversions |
total_conversion_value | DECIMAL | mcf:totalConversionValue |
CONVERSION_PATH_REPORTlink
This report shows all of the unique conversion paths (that is, sequences of channel interactions) that led to conversions, as well as the number of conversions from each path, and the value of those conversions. See Google's documentation for details.
Paths are synchronized into the table:
Column | Type | Corresponding Dimension/Metric |
---|---|---|
profile_id | STRING | N/A ID of Google Analytics view (profile) |
date | DATE | Dimension: mcf:conversionDate |
conversion_type | STRING | Dimension: mcf:conversionType |
time_lag_in_days | INTEGER | Dimension: mcf:timeLagInDaysHistogram |
total_conversions | INTEGER | Metric: mcf:totalConversions |
total_conversion_value | DECIMAL | Metric: mcf:totalConversionValue |
Nodes of each path are saved into the following table:
Column | Type | Corresponding Dimension/Metric |
---|---|---|
report_fivetran_id | STRING | N/A Unique ID ( _fivetran_id ) of conversion path report row |
profile_id | STRING | N/A ID of Google Analytics view (profile) |
date | DATE | Dimension: mcf:conversionDate |
index | INTEGER | N/A A zero-based sequential number of this node within the entire path |
basic_channel_grouping_value | STRING | Dimension: mcf:basicChannelGroupingPath* Basic Channel Grouping label for a conversion path node |
campaign_value | STRING | Dimension: mcf:campaignPath* The campaign name of a conversion path node |
interaction_type | STRING | N/A A type of interaction captured for this path node ( CLICK , IMPRESSION , etc) |
medium_value | STRING | Dimension: mcf:mediumPath* The type of referrals of a conversion path node |
source_value | STRING | Dimension: mcf:sourcePath* The source of referrals of a conversion path node |
Let's assume the report received from Google Analytics MCF source contains the following record:
Dimension/metric | Value |
---|---|
mcf:conversionDate | 20200319 |
mcf:conversionType | GOAL |
mcf:timeLagInDaysHistogram | 003 |
mcf:basicChannelGroupingPath | |
mcf:sourcePath | |
mcf:mediumPath | |
mcf:campaignPath | |
mcf:totalConversions | 160 |
mcf:totalConversionValue | 2899.0 |
Profile, date and metrics are saved into the CONVERSION_PATH_REPORT
destination table:
profile_id | date | conversion_ type | time_lag_ in_days | total_ conversions | total_ conversion_ value |
---|---|---|---|---|---|
1234567 | 2020-03-19 | GOAL | 3 | 160 | 2899.0 |
Path nodes are saved into the PATH_NODE
destination table, a separate record per each node with report record key values (profile, date, unique ID) and a sequential number of the node in the path.
NOTE: For the sake of readability, the
PATH_NODE
table below doesn't show theprofile_id
anddate
columns. Theprofile_id
anddate
values for this table are1234567
and2020-03-19
, respectively.
index | interaction_ type | basic_ channel_ grouping_ value | source_ value | medium_ value | campaign_ value |
---|---|---|---|---|---|
0 | CLICK | Organic Search | organic | (unavailable) | |
1 | NULL | Direct | (direct) | (none) | (unavailable) |
2 | CLICK | Referral | devblogs. microsoft. com | referral | (unavailable) |
3 | CLICK | Paid Search | cpc | Lorem Ad | |
4 | CLICK | Referral | medium.com | referral | Ipsum Ad |
Sync overviewlink
When you sync Google Analytics with Fivetran, the following features affect the nature of your connector:
Samplinglink
Users who aren't on the Google Analytics 360 tier of Google Analytics get sampled data when their reporting query exceeds Google's pre-defined compute threshold. The query's computational load is driven by both the volume of data that needs to be queried and by the complexity of the aggregations. Fivetran minimizes sampling by querying for data in single-day increments. You can find more information on sampling in Google Analytics documentation.
Google Analytics 360 users may also get sampled data, however, they can have all the raw row-level data loaded into their Google Cloud Storage, which we also sync with your destination.
Potential data mismatchlink
Metrics values reported by Google Analytics MCF heavily depend on which dimensions are set up for the report. The values you see in your Google Analytics UI report and in your destination table might not match if the dimensions in the UI report and the dimensions requested by the Fivetran connector do not correspond. You can find which particular dimensions are used by each of our pre-defined reports above, in the schema information section.
Another important factor that affects metric values (numbers and values of conversions) is a lookback window. The Google Analytics User Interface lets you adjust the lookback window from 1 to 90 days, while the Google Analytics MCF API utilized by Fivetran connector uses a non-adjustable 30-day lookback window. If you set the lookback window on your Google Analytics UI anything other than 30 days, you may observe data mismatch.
UTC conversionlink
We don't convert source timestamps to Universal Time Coordinated (UTC) but use the Google Analytics account's time zone to store the data in your destination.