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7 differences between Multi-channel Funnels and other Google Analytics reports

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.


Embudos Multicanal


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.


Download our Attribution Model Whitepaper. It’s set out in clear language, with answers based on experience and specific examples of the following topics:

1. A clear definition of Attribution Models and the Customer Journey.
2. A chart with the pros and cons of every attribution models.
3. A case study showing how to find out at a glance if attribution models are needed.
4. Optimization actions based on analyses of the attribution model.
5. Use a very simple tool in order to understand the influence between channels.
6. Duplicate conversions do not mean duplicate sales.


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