Quantum memory effects can be qualitatively understood as a consequence of an environment-tosystem backflow of information. Here, we analyze and compare how this concept is interpreted and implemented in different approaches to quantum non-Markovianity. We study a non-operational approach, defined by the distinguishability between two system states characterized by different initial conditions, and an operational approach, which is defined by the correlation between different outcomes associated to successive measurement processes performed over the system of interest. The differences, limitations, and vantages of each approach are characterized in detail by considering diverse system-environment models and dynamics. As a specific example, we study a non-Markovian depolarizing map induced by the interaction of the system of interest with an environment characterized by incoherent and coherent self-dynamics.