Better understand the difference between GA Attribution Models and MCF results

1. D1 D2
AOV= $D
Conversion=D1+D2*
Revenue=$D
Path PPC last channel-> Purchase
Users Only Returning
Conv. Structure =D1(single)+D2(multi)
By Marco Ma Mar.2016
Here 'Conversion' is not equal to 'Acquisition'.
Audience->Behavior->News vs Returning.
=Cost/Conv.A
=Cost/No.of New Visitors google cpc
4, Cost per New Visitor Conversion
5, Cost per New Visitor Acquisition
3, New Visitors Conversion by AdWords
2, AdWords Impact Analysis
1, Conservative AdWords Rev. & ROI Data alignment by importing GA to AdWords.
For New & Returning customers.
Final conversion channel may be vary.
=Last Click Conv.AdWords/(Conv.C+Conv.D)
Usually AOV $A > AOV $C & AOV $D
=Cost/(Conv.C+Conv.D)
Revenue=$C+$D; Conv.=Conv.C+Conv.D Final conversion channel is google / cpc.
7, Cost per New Sales Conversion by AdWords
8, AdWords Single Session Conversion Rate
9, AOV(Average Order Value)
6, New Sales Conversion by AdWords
Multi-Channel
*Last Click Conversion AdWords tracks single session conversion, this is why it's SMALLER than total AdWords conversions.
What You Wanna Analyze
Multi-Channel Funnels
Formula Note
AdWords Revenue=$C+$D; Conv.=C+D; ROI%=(Rev.-Cost.)/Cost.
Assisted Conversions from MCF under Type: AdWords
Revenue=$A; Conv.=A; ROI% as above formula
Generally treated as CPA.
Measure product popularity and UX.
Higher Leads Quality from AdWords;
The more research, the higher AOV.
PPC->Direct/Other->Purchase PPC clicked->Purchase PPC direct-> Purchase
New+Returning Only NewNew+Returning
=Last Click Convs.-New=Assisted Convs. + Last Click
Convs. (May double credit)=First Click Convs. AdWords *Last Click Conv.AdWords(single session)=C+D1
=Conv. C + Other channels
Conversion=C
Revenue=$A Revenue=$B Revenue=$C
AOV=$A AOV=$B AOV=$C
Conversion=A Conversion=B
AdWords/PPC Impact AdWords/PPC Revenue
1st Interaction with
AdWords
Last AdWords Click New Visitors Google/CPC
Returning Visitors
Google/CPC