Last click conversions (Assisted conversions report vs. Channels report)

[A_Q]

Hi Mozzers,

Does anyone know why the last click / direct conversions (by channel) in the 'assisted conversion report in Google Analytics do not match the conversions in the Channels report. I thought conversion data in the channels report was last click / direct conversions?

Thanks for your help!

[A_Q]

Hi Carson, thanks for the response and sorry about the super-slow response!

So, by adding my conversions from the standard channel report with my assisted conversions (to get a total conversions view) am I inflating my actual conversions?

[Carson-Ward]

So Google Analytics uses what it (sometimes) calls "Last Non-Direct Click" attribution by default. You can change this, but it basically just means the last channel clicked by the customer gets the credit everywhere but the Multi-Channel Funnels reports where you can change the model.

First, check that your total goal figure align across models.

Generally the multi-funnel conversion reports are off a bit. I'm not sure why, but the standard reports are more accurate than a report in multi-channel reports or the Model Comparison Tool. The goal value in other reports should be close to the "Last Non-Direct Click" model. Paid search tends to have less variance. All of my other channels are less than 1% off. Are you seeing more variance?

Hope that helps! It's just one of the strange ways where Google comes to a number in a different way, and it doesn't always align perfectly.