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Model Comparison Report - Direct is over inflated!!

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# 1
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I'm trying to use the model comparison reports and the multi channel overview report, however on all of these reports its reported that Direct is the top revenue driver, this simply isn't the case, when I look at the acquisition reports its probably the fourth profitable revenue source.  


Its like this on a number of clients that we manage and its the same in every case.  


Last click revenue between the attribution and acquisition reports do not tally. 


Any advice as to why would be most useful! 


Many Thanks 




1 Expert replyverified_user

Re: Model Comparison Report - Direct is over inflated!!

Top Contributor
# 2
Top Contributor
Other than the MCF reports, the rest of GA uses last-non-direct-click attribution. The session is attributed to the previous non-direct source from that user if there is one. Direct is suppressed in most of the reports so you can see where they came from the last time.
Mike Sullivan, Google Analytics Top Contributor
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