The model used by default in Google Analytics reports assigns value to the last channel that the customer moved through from before the conversion (Last Non-Direct Click). The Funnel Based attribution model) assigns value to advertising campaigns in a different way. For example, channels that contribute most at the earlier stages of the funnel, are most often undervalued by Last Non-Direct Click attribution model. The Funnel Based attribution model will consider their contribution, therefore they will get higher value. At the same time, channels at the lower stages of the funnel will get less value, while with Last Non-Direct Click attribution they took away the value of preceding channels.