SmartFill
SmartFill redistributes values that can't be attributed, so every metrics sits against a channel or campaign.
How SmartFill works
Some of your data can't be credited to a specific channel or campaign. Without SmartFill it sits in rows like Unmatched or (not set). SmartFill redistributes that value to your other rows, in proportion to each row's own measured value.
Your report totals don't change. SmartFill only moves value between rows.
It works at two levels:
| Level | What's redistributed | Where it goes | What changes |
|---|---|---|---|
| Across channels | Unmatched - value Ruler couldn't link to any marketing source e.g. revenue | Every other channel, by its share of measured value | Channel totals |
| Within a channel | (not set) or Not Matched - value with a channel but no campaign, ad group or keyword | The other campaigns in that same channel | Campaign values only, the channel total stays the same |
SmartFill applies when Marketing Source is the first segment, on Revenue, Sales, Opps, Opps Value, Clicks, Forms and Calls.
Example: Unmatched across channels
Without SmartFill, 5% of revenue is Unmatched:
| Channel | Revenue Share |
|---|---|
| Google Paid | 30% |
| Facebook Paid | 25% |
| Bing Paid | 20% |
| Google Organic | 10% |
| Direct | 10% |
| Unmatched | 5% |
Measured channels hold 95%. Each one gets the same share of the Unmatched 5% as it has of that 95%:
| Channel | Original Share | Weight (of 95%) | Additional from SmartFill | New Share |
|---|---|---|---|---|
| Google Paid | 30% | 31.58% | +1.58% | 31.58% |
| Facebook Paid | 25% | 26.32% | +1.32% | 26.32% |
| Bing Paid | 20% | 21.05% | +1.05% | 21.05% |
| Google Organic | 10% | 10.53% | +0.53% | 10.53% |
| Direct | 10% | 10.53% | +0.53% | 10.53% |
| Total | 95% | 100% | +5% | 100% |
Example: (not set) within a channel
Google Paid has £10,000 of revenue: Campaign A £6,000, Campaign B £3,000 and (not set) £1,000.
A holds two-thirds of the measured campaign value, so it gets two-thirds of the (not set) £1,000:
| Campaign | Measured | Added from (not set) | With SmartFill |
|---|---|---|---|
| Campaign A | £6,000 | +£667 | £6,667 |
| Campaign B | £3,000 | +£333 | £3,333 |
| Google Paid total | £10,000 | £0 | £10,000 |
The channel total doesn't move, which is why (not set) doesn't change the channel-level figures in the panel.
Reading the SmartFill panel
Click SmartFill above any report table to see exactly what it changed.
- Metric tiles show how much of each metric was added from Unmatched, as a share of the report total. A second line shows any (not set) reshared within channels.
- Channel table lists each channel's Measured → With SmartFill value, the amount Added, and its Share of added. Share of added always matches the channel's share of measured value.
- Open a channel to see how value was redistributed between its campaigns.
- SmartFill rules list which row types are redistributed on your account and for which metrics.
Things to know
- Totals stay the same. SmartFill never adds or removes value from a report.
- Decimals are expected. Proportional shares can produce values such as 1,577.66 sales.
- It updates live. Change the date range and SmartFill recalculates from that period's data.
- Click throughs to individual reports don't include SmartFill (e.g. Forms, Calls, Opportunities) show measured values only, so per-channel figures can differ from a SmartFill report.
- Unmatched revenue is expected, in particularly is caused by cookies being blocked.
Updated 15 days ago