If I attempt to calculate a position based model off of the Multi Channel Funnel (MCF) report or API, this does not match what is reported in the position based model in the model comparison tool.
The reason I'm doing this is because I'd like to use the Position Based model in some other reporting, and would like to get that data in an automated fashion via the API. As the Model Comparison Tool (MCT) doesn't have an API, but the MCF does.
The MCF apparently has the required elements (via the
mcf:lastInteractionValue metrics) (based off of this article). And Google calculates the Position Based model with 40% credit to first and last interaction, and 20% to middle interactions, I figured I could do the math on the MCF values and achieve the same number of the MCT. Which does not seem to be the case.
For the same source/campaign over the same period (a one week period a few weeks ago, to hopefully avoid data timing issues), doing this math off of the MCF results in a conversion value of $13,724.06. MCT reports $14,014.07 (MCT reporting $290.01 higher).
However, the MCF report First Click and Last Click value matches the MCT Fist Interaction and Last Interaction values. So the issue appears to be with assisted conversion value. I tested this with some other channels, and the difference was generally that MCT was higher, usually between 1% and 2%.
- Anyone else trying to do this?
- Is this some sort of issue with sampling of the assisted values?
Any help would be appreciated, or at least an explanation of what is going on with Multi Channel Funnel assisted values vs. what I was expecting from Model Comparison Tool.
I created a custom model that attributes 100% of the conversion value to the "middle" (vs. 20% when used in the provided Position Based Model) to see what the MCT had for this value, as it appears to be the main issue. Looking at same time period as above example.
With this custom model, the "middle"/assisted is $15,514.40, whereas the MCF Assisted is reporting as $13,399.20.
So, Model Comparison Tool "Middle" is not the same as Multi Channel Funnel Assisted Conversions.
I'd like to know why this is the case, as I feel like they should be the same.