MARKETING MEASUREMENT FOR ONLINE SHOPS AND AGENCIES
Understand the path to purchase.
Ad platforms together often report more purchases than your shop sold. See where visitors came from, what the shop recorded and how a model attributes purchases, and ask your questions right in the portal.
Demo with sample data, no sign-in needed. Own accounts are currently by invitation only. Ask us for access.
Set up via Shopify app, Shopware plugin, WordPress plugin, Google Tag Manager, Code snippet, or Server events API · See prices from €0
A visit is only part of the story
One customer path. One order.
- Contact
Came in through an ad
Paid social · recorded click
- Visit
Looked around the shop
Dough scraper, stainless steel → cart
- Result
Came back. Bought.
Order KS-261002-051 · €28.26
01 / ONE EXAMPLE. THREE PERSPECTIVES.
From “Where from?” to “What happened?”
A channel report shows the distribution. A journey shows the path. A question leads straight to the right analysis.
CUSTOMER PATH · SAMPLE DATASET
What happens between entry and result?
Connect the measured ad contacts with the recorded steps in the shop. A visit without a purchase has a history too.
- AD CONTACTPaid social
Recorded click on the campaign “Meta Prospecting: Backvideos”.
- IN THE SHOPProduct → cart
Reported shop events, no recording of the screen.
- RESULTPurchase or open
Only reported completions. Missing steps are not filled in.
Metrunio shows what could be recorded and linked. Not a complete observation of every person and no replay of their mouse movements.
02 / ASK YOUR DATA
You ask the question. The data stays checkable.
Ask Metrunio about an order, a channel or a data gap. The answer shows the basis it used and takes you to the right analysis.
In the portal on every plan, with ten questions a month on the free one. With your own AI tool it also works outside the portal, through MCP, an interface that only reads: from Growth, by signing in through the portal or with your own read key.
EXAMPLE · PREPARED, NOT A LIVE QUERY
16 journeys added something to the cart this week and had not bought as of the data cut-off. The five most recent started via Paid social, Direct, Direct, Direct, Direct. A cart value is not revenue.
- Matching journeys
- 16
- Cart in the example, not revenue
- €12.00
Week: 5 Oct 2026–11 Oct 2026 · Europe/Berlin
Sample data as of: 5 Oct 2026, 12:18
What is behind this answer
| Basis | In this example |
|---|---|
| Tool | journeys · abandonedCart: true |
| Period | 5 Oct 2026–11 Oct 2026 · Europe/Berlin |
| As of | 5 Oct 2026, 12:18 |
A later purchase changes the result. Why someone did not buy is not in the data. The assistant names causes only with evidence.
jr_93752d1e864f · Paid social · cart as the last measured step
Open journey →03 / TRACEABLE MEASUREMENT
A number is only as useful as its basis.
Metrunio separates measured events from attribution by a model. That helps you understand discrepancies and check open questions in a targeted way.
Data sources and limits of measurement →
Metrunio measures the viewable impression only where a tag of its own may run, so not in the feeds of Meta, Google and TikTok. A viewable impression can only be linked to the purchase in browsers that keep its identifier: Chrome and Edge, not Safari, Firefox and Brave. Viewable impressions are available from Pro; the free plan measures clicks and conversions. All limits of measurement
- 01
Your own signals before the shop.
With its own tag, Metrunio also measures delivery and viewability of ads, in ad environments that allow your own tag. Post-view, meaning ads that were seen but not clicked, is included from Pro.
- 02
Rules you can compare.
Put attribution models side by side. Different shares are a different distribution, not proof of additional sales.
- 03
Gaps stay visible.
Unattributed orders or leads, missing costs and limited coverage become visible. An unknown number does not turn into zero.
04 / GETTING STARTED
Sign up, connect, check the first journey.
Choose the way that fits your shop. The assistant leads you from company and DPA to the first verified test journey and saves your progress; you conclude the data processing agreement in it, and nothing is measured before that.
Which way of installing fits you?
Connect Shopify with the Metrunio app.
The app measures storefront, checkout and order at once, without touching the theme.
- 01
Install the app via its installation link and open it in the Shopify admin. You find the link in the portal under “Setup assistant”, or we send it to you by email. If you have no Metrunio account yet, the app creates one, with terms and DPA in one step.
- 02
Enable the app embed “Metrunio Tracking” in the theme; the app shows the button that takes you there.
- 03
Open your shop and add an item to the cart. The event appears in the portal within seconds.
What you need
Access to the Shopify admin with the right to install apps and to enable the app embed in the theme.
A snippet in the theme does not reach the Shopify checkout; the app does.
Connect Shopware 6 with the Metrunio plugin.
The plugin adds the tracking code, takes the consent from your consent tool and reports orders, cancellations and refunds straight from the shop server.
- 01
Download the plugin in the portal under “Setup assistant”, upload it in the administration under “Extensions → My extensions”, then install and activate it.
- 02
Choose the sales channel in the plugin settings, click “Connect to Metrunio” and confirm the website in the portal.
- 03
Choose your consent tool, clear the cache and open the shop in a private window. The page views appear in the portal’s live test.
What you need
Shopware 6.6 or 6.7, self-hosted or with a hosting provider, and access to the administration with the right to upload extensions.
Shopware Cloud runs no plugins; there you use the code snippet and the Server Events API.
Connect WordPress and WooCommerce with the Metrunio plugin.
The plugin adds the tracking code to every page and takes the consent from your consent tool. With WooCommerce it also reports orders, cancellations and refunds straight from the server.
- 01
Download the plugin in the portal under “Setup assistant”, upload it in WordPress under “Plugins → Add New Plugin → Upload Plugin” and activate it.
- 02
Under “Settings → Metrunio”, click “Connect to Metrunio” and confirm the website in the portal.
- 03
Check which consent tool the plugin detected, then open the website in a private window. The page views appear in the portal’s live test.
What you need
WordPress 6.9 or later, WooCommerce 11.0 or later for orders, and an account with administrator rights in WordPress.
Without WooCommerce the plugin measures page views and ad contacts, but no form enquiries.
Install the template in Google Tag Manager.
For websites with their own GTM container: import the template, create the tag, publish.
- 01
Download the GTM template in “Setup” and import it under “Templates”.
- 02
Create a tag, enter the site ID and write key, choose the trigger “Initialization - All Pages”.
- 03
Check in preview, publish, and go through the checklist in the live test.
What you need
Your GTM container with publishing rights and your consent tool.
Without publishing, the tag is only active in preview. That is the most common reason nothing arrives. Your shop reports cart and purchase as events of their own.
Put the code straight into your website.
For Webflow and your own applications: one block in the head, installed centrally. For WordPress and Shopware 6, our plugin adds the block for you.
- 01
Place the code block from “Setup → Snippet” once, centrally, before the closing head tag.
- 02
Enter the write key; it is shown once, otherwise generate a new one.
- 03
Pass the consent decision from your consent tool; report product, cart and purchase.
What you need
Access to your website’s central layout and your consent tool.
A code with the placeholder YOUR_WRITE_KEY sends nothing. Do not install it alongside a GTM tag.
Report orders from the server.
Your shop or CRM reports conversions, refunds and offline events directly, signed and independent of the browser.
- 01
Create a server key in the portal.
- 02
Send conversions, refunds and offline events, signed.
- 03
Check in the portal that orders arrive and are linked.
What you need
Someone who can send signed requests from your shop or CRM, and a server key.
Events without a session ID do not appear in the visit history; linking to a journey needs a matching ID.
After you sign up, the wizard shows you the steps and the time remaining. Costs and pushback then take a sign-in for Google Ads and Meta, and about an hour per ad platform for TikTok, LinkedIn and Microsoft Advertising. Custom shop and server integrations may need additional implementation work.