Before the advent of Google Attribution reports, we used and relied only on Google Analytics multi-channel funnel reports for attribution analysis. 

With the advent of Google attribution reports, we now get a second set of reports to do attribution analysis in GA.

Although both attribution reports and multi-channel funnel reports are used for attribution analysis, their approach to attribution modelling is quite different. 

Google Attribution vs Google Analytics Multi-Channel Funnel Reports

Following are the main differences between how Google Attribution and Multi-Channel funnel reports handle attributions:

#1 The number and types of attribution reports

An attribution project provides five reports for attribution analysis:

1. Conversion paths
2. Conversion lag
3. Conversion path length
4. Model comparison
5. Google Ads performance

Google Analytics Multi-Channel Funnels (MCF) provide the following eight reports for attribution analysis:

1. Multi-channel funnels overview
2. Assisted conversions
3. Top conversion paths (does not show conversion credit assigned to each touchpoint)
4. Time lag
5. Path length
6. Model comparison tool
7. ROI analysis
8. Model explorer

As you can see the attribution reports provided by Google Analytics Multi-channel funnels are almost twice the attribution reports provided by Google attribution.

#2 Differences between MCF Top Conversion paths report and Conversion paths report of Google Attribution

Both the MCF Top Conversion paths report and Conversion paths report (of an attribution project) are used to understand customers’ paths to conversion for a particular conversion type, attribution model and conversion path length.

However, both reports have around dozen different differences. To know more about these differences check out this article: Top Conversion Paths Report vs Conversion Paths Report

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#3 Differences between Time Lag report and Conversion Lag report of Google Attribution

Both the Time Lag report and Conversion Lag report (of an attribution project) are used to determine the number of days it takes for your website users to convert on your website.

The time lag is known as the conversion lag in the context of an attribution project. In the offline world, the conversion lag is known as the ‘sales cycle’. 

However, both reports have a lot of differences. To know more about these differences check out this article: Time Lag Report vs Conversion Lag Report

#4 Differences between MCF Path Length report and Conversion path length report of Google Attribution

Both the MCF Path Length report and Conversion path length report (of an attribution project) are used to determine the number of touchpoints it takes for users to convert on your website.

However, both reports have few key differences then you need to be aware of. To know more about these differences check out this article: Path Length Report vs Conversion Path Length Report

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#5 Differences between MCF Model Comparison Tool report and Model Comparison report of Google Attribution

Both the MCF Model Comparison Tool report and Model Comparison report (of an attribution project) are used to compare different attributions to each other. This comparison is carried out to determine how marketing channels can be valued from a different perspective.

However, both reports have few key differences then you need to be aware of. To know more about these differences check out this article: Model Comparison Tool vs Model Comparison report

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#6 Different Conversion Credit distribution

All attribution models available in attribution reports do not give any conversion credit to direct visits unless a conversion path is made up entirely of direct visits.

This is not the case with the attribution models available in multi-channel funnel reports.

#7 There are more attribution models available in MCF reports than in attribution reports 

For example, multi-channel funnel reports provide the following eight different attribution models:

1. Last interaction
2. Last non-direct click
3. Last Google ads click
4. First interaction
5. Linear
6. Time-decay
7. Position-based
8. Data-driven 

Whereas, Google Attribution reports provide the following six different attribution models:

1. Data-driven (non-direct)
2. First click (non-direct)
3. Last click (non-direct)
4. Linear (non-direct)
5. Position-based (non-direct)
6. Time-decay (non-direct)

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#8 Creating or importing an attribution model

The model comparison tool in Google Analytics multi-channel funnel reports allow you to create a new custom attribution model and/or import a custom model from the GA solutions gallery.

You can not create a new custom attribution model or import a custom model from the GA solutions gallery in Google Attribution reports.

#9 Availability of the Data-Driven Attribution Model

Google Attribution reports provide a free data-driven attribution (DDA) model to all users.

Whereas in multi-channel funnel reports, the data-driven attribution model is available only to GA 360 customers. 

#10 The working of the DDA Model

The data-driven attribution model used in Google Attribution reports works differently than the data-driven attribution model used in multi-channel funnel reports. 

The data-driven attribution model used in Google attribution reports includes all touchpoints within the set lookback window, and it does not give any conversion credit to direct visits unless a conversion path is made up entirely of direct visits. 

The data-driven attribution model used in multi-channel funnel reports includes only the last four most influential touchpoints on a conversion path and can give conversion credit to direct visits.

So if you try to compare the results of the DDA model used in attribution reports with the DDA model used in multi-channel funnel reports, it is not going to be the same. 

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#11 You can use custom channel grouping in MCF reports but not in attribution reports

#12 You can create and apply conversion segments in MCF reports but not in attribution reports

#13 Changing Reporting time

Google Attribution reports allow you to change your reporting time to conversion time or interaction time.

Whereas the GA MCF reports do not allow you to change your reporting time. The reporting time for the MCF reports is ‘conversion time’ only.

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#14 Impressions included as events

Google Attribution reports do not include impressions as events. Whereas the GA MCF reports can include impressions that lead to sessions.

Other Articles on Google Attribution

• Introduction to Attribution Beta – Attribution Project in Google Analytics
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• Conversion Credit Models Guide – Google Analytics Attribution
• Conversion Lag Report Explained in Google Analytics Attribution
• Conversion Path Length Report Explained in Google Analytics Attribution
• Conversion Paths Report Explained in Google Analytics Attribution
• Conversion Time & Interaction Time Explained in Google Analytics Attribution
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