The following are the main differences between the Model Comparison Tool report in multi-channel funnels and the Model Comparison report of an attribution project:

#1 The MCF Model Comparison Tool report in multi-channel funnels allows you to segment the data by conversion type, Google Ads and lookback window:

The Model Comparison report of an attribution project allows you to segment the data by conversion type. However, you can not segment the data by Google Ads or lookback window:

#2 You can create and apply conversion segments to the MCF Model Comparison Tool report in multi-channel funnels:

You can not create and apply conversion segments to the Model Comparison report of an attribution project.

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#3 You can export the MCF Model Comparison Tool report in multi-channel funnels as PDF or CSV:

You can export the Model Comparison report of an attribution project as CSV but not as PDF.

#4 You can save the current configuration of the MCF Model Comparison Tool report in multi-channel funnels to a saved report:

You can not save the current configuration of the Model Comparison report of an attribution project to a saved report.

#5 You can compare up to three attribution models with the Model Comparison Tool report in multi-channel funnels:

The Model Comparison report of an attribution project allows you to compare only two attribution models:

#6 The Model Comparison Tool report in multi-channel funnels allows you to compare a default attribution model with a custom attribution model.

Whereas the Model Comparison report of an attribution project does not allow you to compare a default attribution model with a custom attribution model.

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#7 In the Model Comparison Tool report the data-driven attribution model is available only to GA360 customers.

Whereas, in the Model Comparison report of an attribution project the data-driven attribution model is available to all GA users.

#8 All the attribution models available in the Model Comparison report of an attribution project do not give conversion credit to direct visits unless the conversion path is made up entirely of direct visits.

Whereas the attribution models available in the Model Comparison Tool report in multi-channel funnels can give conversion credit to direct visits.

#9 The Model Comparison report of an attribution project allows you to change the reporting time to ‘Conversion Time or Interaction time‘:

Conversion time: Use this setting if you want the model comparison report to include only those touchpoints that lead to conversions and that happened with the date range you selected.

Interaction time: Use this setting if you want the model comparison report to include all touchpoints that happened with the date range you selected.

The Model Comparison Tool report in multi-channel funnels does not allow you to change the reporting time to ‘Conversion Time or Interaction time‘.

Related Article: Differences Between Google Attribution & Multi-Channel Funnel Reports