Reports, cost and export
Which campaign actually delivered?
The “Check budget” area sorts your campaigns into three levels: measured (an experiment found a difference), attributed (a model credits it a share) and not answerable (with a reason). Only the top level says anything about effect, and it always carries its interval.
What do I move my budget on, if attribution does not measure effect?
Attribution answers the question “which share do I credit to which campaign”. It does not answer the question that comes before a budget decision: “would the conversion have happened without this campaign”. The “Check budget” area keeps the two apart rather than passing one off as the other.
| Level | Where it comes from | What you can do with it |
|---|---|---|
| Measured | A completed experiment: two groups, one difference, one interval | Move budget, since this is the only level that evidences effect |
| Attributed | Attribution under the chosen model, together with ad spend | Form a suspicion and start an experiment |
| Not answerable | Costs or attributed conversions are missing | Supply the missing figure |
Note
Sorted by level, not by revenue. What was measured is at the top, even if another campaign carries more. The level is the actual statement.
Note
The next step depends on your plan. On Growth it is “start switchback trial”: you switch the campaign off for a while and back on, and comparing the periods tells you, with an interval, whether the conversions would have happened without it. On Start and Pro, “start experiment” carries a lock with “from Growth”. The “measured” level in this table comes from two campaign groups, so on Scale and the agency plan.
Why it ends with “start experiment”
For an attributed row the next step is not “move budget” but “start experiment”. That is the difference from a media mix model: where other tools output a daily figure across all channels, we output the action that produces the figure in the first place. A number that comes from a regression over past weeks looks exactly like a measured one but is something else.
When the interval contains zero
Then it says “no measurable difference”. That is a result, not a missing answer: the trial ran and found no difference beyond the noise. Nothing is extrapolated, and the campaign still stays on the top level: you now know more than before.
Caution
Only experiments of the “two campaign groups” design appear here. A switchback trial (“on, off, on”) applies to the whole account and cannot be attributed to a single campaign. That would be an assignment again, and this level is meant not to be one. Its result is on the experiments page. For small shops it often ends with “no measurable difference”: that means “not shown”, not “does not work”.
Last reviewed on 17 Oct 2026
In the customer portal
Also asked
- Reallocate budget
- Should I move budget from Google to Meta?
- Which campaign to switch off
- Effect instead of attribution
- Measure incrementality
- Is display worth it
- Is my Meta advertising worth it?
- What does the switchback trial tell me?
Related articles
- How do I measure what the advertising actually achieved?
Can Metrunio measure the effect of advertising, not just assign it?
With an experiment: the switchback trial is available from Growth, two campaign groups from Scale and on the agency plan. An experiment compares two groups that should differ in exactly one thing and measures the difference along with its uncertainty. Attribution does not answer this: it says which touchpoint a conversion is credited to, not whether it would have happened without the advertising.
- 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.
- How do the attribution models calculate?
Which models exist and how do they distribute the share?
There are seven models: six distribute a conversion by a fixed, disclosed rule, and the seventh reads the rule from your own paths. If a model finds matching touchpoints, it distributes the conversion’s full value across them; if it finds none, the conversion stays “unattributed” and is shown separately. Attributed and unattributed together add up to all conversions it calculates.
- How do I import ad spend from a CSV?
How do I get my media cost into Metrunio?
Under “Data connections”, in the “Receive costs” section, four routes sit side by side: connect an ad account, import a CSV file, connect a shared sheet that Metrunio reads every day, or enter single days by hand. The CSV import maps rows to a campaign and a day and can be withdrawn as a whole; a template is available for download.
- What does Metrunio cost?
Which plans are there, and what happens if I go over?
Five plans, tiered by events per month: Start (free), Pro (€79), Growth (€249), Scale (€599) and Agency (€299 with two client accounts, €49 per further one, 250,000 events per client account); every four delivered impressions count as one event. Above the allowance, every started 10,000 events cost €3, and a plan never costs more than the next plan up would cost at the same volume.