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Google Campaign Manager and Google Analytics
Analytics & Reporting

Reporting differences arise because Google Campaign Manager and Google Analytics use different attribution models. 

Google Campaign Manager will track view-through conversions and click-through conversions. Google Campaign Manager model attributes Analytics sessions to Google Campaign Manager and ignores all other channels. So an Analytics session is mapped to Google Campaign Manager if a user ever viewed or clicked on a Google Campaign Manager ad at any time within the default 30-day attribution window.

Google Analytics will track last-click conversions. Other Analytics reports will attribute a source to a session based on the last non-direct click model. In this case direct visits from a returning user are attributed to a preceding campaign if it exists.

Read More about Google Campaign Manager Reports.  

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