Reports, cost and export
Which reports are available?
The reports are in the sidebar: Overview, Customer journeys, Channels & attribution with its breakdown and model comparison, Orders & goals, plus Check budget, Platform reconciliation, Data status and Events, among others. In the period row at the top you choose the period and the model and, once your account measures more than one website, the website.
What can I analyse in the portal?
| Report | Answers |
|---|---|
| Overview | How much revenue is measured, how much of it attributed to a channel, what did advertising cost? Plus the daily trend and check steps drawn from your data. |
| Customer journeys | Which contacts preceded an order or lead? |
| Channels & attribution | How does revenue split across channel, source, campaign, ad, creative, placement or publisher site (the breakdown), with cost and ROAS? How does the choice of model shift the shares? Two models compared, all of them on demand. |
| Orders & goals | Which conversions happened, with value and attribution? Plus the funnel of your funnel steps. |
| Commerce & products | New-customer cost, contribution margin and products sold. The menu item appears once your shop sends the details for it. |
| Check budget | What is evidenced per campaign: measured in an experiment, attributed, or not answerable? |
| Platform reconciliation | Why does an ad platform report different figures from the measurement? |
| Experiments | What did a campaign bring compared with a control group? From Scale. |
| Data status | Is the data arriving, and what is missing? |
| Events | Which events underlie a figure, and which were rejected? |
Note
The reports show production data. You see test data only when you explicitly switch to “Show test data” in Customer journeys, Orders & goals, Channels & attribution or Events.
The period and the model carry over when you switch between reports and are readable in the address. You choose the model in the period row; the default is your account’s default model, and only a choice of your own appears in the address. “Copy link” gives you the address with every setting; under “Saved views” you store it under a name.
The overview
The overview starts with measured revenue after refunds. Next to it stands attributed revenue, with how many of the measured conversions received a share in the chosen model, then ad spend and ROAS. More key figures such as attributed conversions, CPA, CAC, post-view and attribution rate stand compactly below. Both revenue figures are after refunds; the figure before refunds and the refunds themselves are under “Measured signals”.
Next to the trend stands “What you can check next”: steps drawn from your data, such as the unattributed conversions, a journey with several touchpoints, the comparison with a second model, or a cost connection whose last fetch lies more than two days before the end of the period. Each step opens its view with the period and model of the overview. Where the basis is missing, the step is missing; the card names no cause.
The row “Not tied to a campaign”
In the breakdown by campaign under “Channels & attribution”, contacts that belong to no campaign you have created stand in a row of their own at the end of the table, set off by a line: direct visits, organic search and social, referrals, AI assistants, emails without a campaign identifier, and also UTM campaigns whose name matches no campaign you have created; the page names those individually above the table. Below the row’s name you see which channels it consists of, with their attributed shares. By ad, creative, placement and source the same applies to “No ad”, “No creative”, “No placement” and “No source”.
How figures are written
- Measured quantities are whole numbers: clicks, impressions, events, unattributed conversions.
- Attributed conversions are shares: a purchase with two contacts splits into 0.5 and 0.5, for instance. In tables they therefore carry exactly one decimal place, the same in every row: 265.0 above 295.5.
- Amounts carry two decimal places and a currency sign. Key figure tiles may round.
Last reviewed on 15 Oct 2026
Also asked
- Which reports exist?
- What do I see on the dashboard?
- Can I analyse by channel?
- Where do I find the breakdown by campaign?
- What does “Not tied to a campaign” mean?
- Why is the row without a campaign the largest?
- Why do attributed conversions have a decimal place?
- What does “Revenue measured” on the overview mean?
- What is “What you can check next”?
- How do I choose the model for the reports?
Related articles
- Which metrics exist and how are they calculated?
How are ROAS, CPA and conversion rate derived?
Metrics come from measured quantities and, where attribution is involved, from the chosen model. Cost-based metrics require ad spend to have been imported or synced.
- Why is there no comparison with the previous period?
Why does my overview show no percentage change compared with the previous period?
The comparison is only made with a previous period that is fully measured. If it starts before your measurement start, you see “Previous period incomplete” instead of a comparison. The measurement start is the first contact Metrunio measured live (in the browser, on an ad or through the server API); imported orders and ad spend do not count towards it.
- How do I export data?
Can I recalculate the numbers myself?
Under “Exports & AI connections” you download CSV files for conversions, customer journeys and attribution by channel, with the same values the reports show, so you can recalculate them yourself. Conversions and journeys appear individually, row by row, and every row states the period, the environment and the time of the data.
- How do I read the model comparison?
Seven models distribute the same conversions differently. How do I read the comparison?
The page compares two models on the same conversions: per channel, the share under model A (your default model) and under model B, plus the change in percentage points. The differences come from the distribution rule and are no evidence of additional advertising effect.
- How do I save a view of a report?
Can I save a report’s period, filters and model and open them again later?
Under “Saved views” next to the period selection you store the current report with its period, filters and model under a name and open it again with one click. The view belongs to you alone and does not change the tenant’s default model.