---
slug: conversion-nicht-zugeordnet
title: "Why is a conversion not attributed?"
category: journeys
locale: en
updated: 2026-10-16
keywords: ["unattributed","coverage","attribution"]
questions: ["What does “unattributed” mean, and how do I improve coverage?","Unattributed conversions","Conversion without a channel","Why is the source missing?","What does “No consent” mean for an unattributed conversion?","Why was an order without consent attributed later after all?","Why is a conversion unattributed only under “Last non-direct click”?","Why is my test purchase not attributed?","Why is a subscription renewal not attributed?"]
url: https://bench.metrunio.com/en/help/conversion-nicht-zugeordnet
---

# Why is a conversion not attributed?

**What does “unattributed” mean, and how do I improve coverage?**

“Unattributed” means the model found no touchpoint for this conversion that it considers. Either none falls inside the attribution window and is linked by a shared identifier, or there are only touchpoints of a kind the model does not distribute. Metrunio does not invent a contact in that case.

1. Check whether any touchpoint was measured before the conversion at all (open the journey; the side column “Attribution of this conversion” names the same reason as the list).
2. Make sure tracking is active on every page, not only the home page.
3. For server conversions, pass the same order number as the shop does.
4. Check that consent was in place before the purchase completed.
5. Check the attribution windows: touchpoints outside the window do not count.

Another common case: the conversion arrives server-side without a shared identifier. Pass the anonymous_id, session_id or click_id from the session in which the purchase happened.

Funnel steps add one more cause: if `metrunio.identify(userId)` is missing in the browser before the step, it arrives under the browser ID and is not credited to the signed-in customer.

A long quiet spell, on the other hand, is not a cause. Whether a contact receives a share is decided solely by the click or view window, even if weeks without measured activity sit between it and the conversion.

Under “Last non-direct click” there is one more cause: if only viewable impressions precede the conversion, it remains unattributed in this model. The model distributes among clicks and visits only. The other models attribute it to the viewable impressions. “Unattributed” in the overview, the conversion list and the model comparison therefore always refers to the selected model, and without a choice to your default model.

If the reason says that every touchpoint comes from a bot, Metrunio recognised the visits as automated, for example a browser without a window as used by testing tools. Such touchpoints count towards no attribution. This often affects your own test purchase: for a test, buy in an ordinary browser.

If the reason reads “No consent”, your server reported the order without consent, with no decision in the banner or after a refusal, and it was stored for revenue reconciliation: with its order number, without browser, customer or advertising identifiers. After a refusal this only happens with an activated additional instruction for revenue reconciliation. The revenue is measured and counts in the totals. It is attributed to a channel only through “Order attribution via checkout” under “Privacy”, if you have switched it on: when the same checkout was completed in the browser with consent that already existed at the time of purchase, and never after a refusal. That is why such an order can appear as attributed later on. Otherwise there is nothing to improve for this order; more attributed orders only come with more consent in the banner.

A subscription renewal does not look for touchpoints of its own. It takes over the shares of the first order of the same subscription. If the reason says that the first order is not known, the subscription started before measurement, the subscription ID is missing, or the first order arrived without consent; report the first order with the same subscription_id. If it says that the first order is not attributed, the actual reason is shown on that order.

> **Note:** We do not invent touchpoints. If a signal is missing, the conversion stays visible as “unattributed”. That is a statement about the data, not a software fault.

## Also asked

- Unattributed conversions
- Conversion without a channel
- Why is the source missing?
- What does “No consent” mean for an unattributed conversion?
- Why was an order without consent attributed later after all?
- Why is a conversion unattributed only under “Last non-direct click”?
- Why is my test purchase not attributed?
- Why is a subscription renewal not attributed?

## Related

- https://bench.metrunio.com/en/help/welche-kennungen
- https://bench.metrunio.com/en/help/attributionsfenster
- https://bench.metrunio.com/en/help/server-events-api
- https://bench.metrunio.com/en/help/funnel-schritte-messen
- https://bench.metrunio.com/en/help/consent-serverseitig
- https://bench.metrunio.com/en/help/bestellzuordnung-checkout
- https://bench.metrunio.com/en/help/abo-folgezahlungen