Why Google Analytics Multi Channel Funnel Reports Don't Match Other Reports

| 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. LEARN MORE

LEARN MORE Direct traffic plays a large part in this conversion. What exactly is considered "Direct"?

LEARN MORE That's just the tip of the iceberg Direct traffic is widely understood as a visit to a website via a user typing in the URL or a bookmark that they’ve saved.

LEARN MORE 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.

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