A marketing channel is a group of similar vendors that you want to track collectively. You can create your own custom channel for specific groups like a Social Media channel that includes YouTube, Facebook, and Twitter.
You can create, edit, and delete marketing channels from the Marketing channels page under the Admin section of the primary navigation menu.
Creating your own marketing channels is optional. However, this limits your reports to the four default channels: Direct Load, Natural Search, Referring Sites, and All Other MMC Vendors.
Consider some of the following common custom marketing channels for your organization:
- Paid Search
- Shopping Comparison
- Display Advertising
- Social Media
The vendors available to assign to a marketing channel are passed by MMC parameters in the tag. A vendor can belong to only one channel at a time. The All Other MMC Vendors channel contains all vendors that are not assigned to another channel.