Took full backup before factory reset, but restore hasn't given much back

Hi,
Due to having trouble (suspected software) with my home button, I got a full reset at the genius bar.
Because I knew that was likely, I took a full backup on my PC via iTunes.  iTunes said that doing so would take a complete copy of my iPad.
On bringing my iPad back from the shop, I restored from the backup, but I now only have a handful of apps and little if any of the content.
I had essential stuff also backed up via iCloud, so this isn't a disaster, but I'm rather surprised that a "complete" backup would actually only entail about 5% of what was on there, and I'm wondering whether I've missed something as I suspect the weak link here may be me.
Any bright ideas?
Many thanks.
Tom.

Is this how you did the restore?
Restore from iTune Backup
1. Settings>General>Reset>Erase all content and settings
2. You'll be asked twice to confirm
3. You'll see Apple logo and progress bar
4. You'll see a big iPad logo on screen
5. Configuration start
6. Set language
7. Set country
8. Select Network and input Password>Join
9. Enable Location Service>Next
10. You'll be given 3 options (a) Setup as New iPad (b) Restore from iCloud Backup (c) Restore from iTune Backup
11. Select Restore from iTune Backup
12. You will see picture of USB cable pointing towards iPad
13. Connect iPad to iTune (make sure iTune is on standby)
14. Tap Continue (computer)
15. Restore iPad from Backup (computer)
16. See progress bar with estimated time (computer)
17. See Restore in Progress on iPad
18. See Apple logo
19. See Apple and Progress Bar
20. Slide to Unlock
21. Copying Apps back to iPad (computer)
22. You'll see Loading/Installing/Waiting below the Apps (iPad)
23. Sync Music/Podcast/Movies to iPad (computer)
24. Sync completed (computer)

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