| Blog Post |
Why Don't Multi-Channel Funnel Reports Match Up With Other Reports in Google Analytics?
By Sarah Burke
You may have noticed the strange phenomenon in Google Analytics – numbers from the multi-channel funnel reports not matching up with numbers for the same metrics in other reports. Hopefully, you landed here before spending hours on end troubleshooting your tracking and analytics set-up. The good news is, you are not responsible for this! This one is all Google.
Most reports in Google Analytics are populated by the Core Reporting API. That’s right, most. Any report that falls under the Multi-Channel Funnels (MCF) section of Google Analytics uses a different API – the Multi-Channel Funnels Reporting API. These APIs use different attribution models, meaning they report on the same data differently.