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Last Non-Direct Click in model comparison Tool and Channel Report

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hello,

I was studying GA, and I found out the number of conversions in each channel is different between Last non-direct click in model comparison Tool and Channel Report. 

 

I guess default attribution model is last non-direct click for GA. Therefore, I thought I will get exact number as the channel report gives in model comparison tool.

 

I'm only look at transactions for both reports. Is this because of the Lookback window?

 

Thank you

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Accepted by topic author WB기타 i
July

Last Non-Direct Click in model comparison Tool and Channel Report

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# 2
Top Contributor

Hi @WB기타 i this also depends on the time range used in analysis where MCF Attribution should not take into account the last 2 days and standard report should be similarly set.

 

There are other things to consider such as campaign timeouts and how MCF treats direct (it actually reports direct) while standard just overwrites it by default so in short these numbers should be close but rarely equal.

 

Kind regards,

Zorin

Web analyst @ escapestudio.net