Data provided by Multi-channel Funnels is consistent with data provided by other Google Analytics reports, but you should be aware of some vital differences:
The main differences among the Google Analytics reports
1. Data compiled in Multi-channel Funnels lags by up to 2 days.
Therefore, if you are compariing reports, you will notice that conversions from the most recent 2 days in Multi-channel Funnels are not the same as in other Google Analytics reports.
2. Always consider that the total conversions in Multi-channel Funnels are the total number of goal conversions plus the total number of e-commerce transactions.
3. Remember that for other Google Analytics reports, when there is no campaign associated with a session, the campaign from the previous session is inherited by default.
4. Whereas for the same situation in Multi-channel Funnel reports, Google Analytics will consider this session to be direct.
5. To understand points 3 and 4 clearly, imagine that a user clicks on your site from google.es, and later returns directly and converts. Google Analytics will register a conversion for “google.com/organic” under “All traffic”. Whereas the Multi-channel reports will show a conversion with the path “google.com/organic> direct/(none)” under “Main paths”: “direct/(none)” with a conversion for last interaction and “google.com/organic” with an assisted interaction.
6. Multi-channel Funnel reports have a 30-day default lookback window on conversions (that can be adapted to a maximum of 90 days).
7. Whereas no lookback window exists for other Google Analytics reports.