Reports, cost and export

• Which reports are available?

  What can I analyse in the portal?

  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.

• 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.

• 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 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 The CSV import maps rows to a campaign and a day and can be withdrawn as a whole; a template is available for download.

• How do I sync ad spend automatically?

  Can Metrunio fetch cost directly from Meta and Google Ads?

  Under “Data connections” you connect an ad account, and Metrunio fetches daily cost per campaign on its own, first a few minutes after connecting, then about every six hours and retroactively, because the platforms revise their figures. “Fetch now” on the card requests an extra fetch in between. For Google Ads and Meta you sign in; for TikTok, LinkedIn and Microsoft Advertising you enter an access token, which is stored encrypted.

• How do I evaluate individual Meta and Google Ads ads?

  How do I see costs and attributed orders per ad?

  With the creative level, Metrunio fetches costs, impressions and clicks per ad from Meta and Google Ads and attributes to an ad the visits whose link carries its ID in utm_content: utm_content={{ad.id}} on Meta, utm_content={creative} on Google Ads. Without that ID a visit is listed under “Not attributable”. If the “Ads” column is missing from the campaign breakdown under “Attribution”, the creative level has not yet been enabled for your account.

• Where do I get the advertising platforms’ credentials?

  Which values does Metrunio need per platform, and where do they live?

  With Google Ads and Meta you sign in with your account at the platform (“Sign in with Google”, “Sign in with Meta”) and then pick the ad account or pixel from a list; no token is needed there. For TikTok, LinkedIn and Microsoft Advertising you enter an access token and one to four identifiers from your ad account. This page says in advance where each value lives.

• Can I send conversions back to the advertising platforms?

  How does conversion pushback work?

  From the Growth plan, conversions go back to Meta, Google Ads, TikTok, LinkedIn and Microsoft Advertising. Matching happens exclusively through each platform’s click identifier: fbclid, gclid, ttclid, li_fat_id or msclkid. Conversions without a matching click are skipped with a stated reason. Per destination you choose whether purchases are reported with the revenue or the contribution margin, and whether only purchases by new customers go out.

• Why does the platform report more conversions than you?

  Where does the difference between platform, shop and Metrunio come from?

  Because the platform and Metrunio count different things. The platform reconciliation in the portal puts the reported figure next to the measured one and names the seven points at which two figures about the same week diverge: period, conversion type, consent, refunds, time zone, attribution window and data freshness. Whatever remains after that is unexplained.

• 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.

• When does a day start in the reports?

  Which time zone do reports, the chat and the APIs use?

  A day runs from midnight to midnight in your account’s time zone; the default is Europe/Berlin, and you can change it under “Settings”. “The last 7 days” are seven whole calendar days including today, and a custom period includes its last day in full. The same rule applies to the overview, reports, costs, the chat, the MCP server and the read API.

• How do I ask questions about my own data?

  What can the portal chat do, and what can it not?

  Under “Ask your data” a language model answers questions about your measurement data and about how to use the product. It reads only through defined tools, states only figures that came from a tool call, and openly reports which tools it used.

• How do I connect my own AI tool?

  Is there an MCP server for Metrunio?

  Through Metrunio’s MCP server. It exposes the same read tools as the portal chat. Claude and ChatGPT sign in via OAuth: you choose in the portal which account they may read. Other tools use an API key of scope “read”, the same one a script would use for /v1/data.

• How do I get my figures into Google Sheets?

  Can I pull my figures into a Google Sheets spreadsheet that updates itself every day?

  With a short Apps Script that fetches your daily rows per channel and campaign through the read API every morning and refills a sheet. You keep the read key in the script properties, not in the code and not in a formula. The read API comes with Growth, Scale and the agency plan.

• How do I get my figures into Power BI or Excel?

  Can I load my figures into Power BI or Excel and refresh them there?

  With a Power Query query that loads your daily rows per channel and campaign through the read API; Power BI and Excel both understand the same query. You create the read key as a parameter, and the query sends it in the request header, never in the address. The read API comes with Growth, Scale and the agency plan.

• What is “What these figures mean”?

  I do not understand the key figures on the overview. Where are they in plain words?

  Below the tiles on the overview there is a section called “What these figures mean”. It describes the same values in sentences: what occurred in the period, how much of it could be attributed, what the money says and what is missing. If a value is absent, the sentence is left out; nothing is guessed.

• 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 store an advertising platform’s access token?

  Where do I enter my credentials for Meta, Google Ads, TikTok, LinkedIn or Microsoft Advertising?

  In the portal under “Data connections”, in the “Return conversions” and “Receive costs” sections. You enter the token yourself and can replace or remove it at any time; Metrunio encrypts it and from then on shows only the last four characters. With Google Ads and Meta you do not need one: there you sign in at the platform.

• How do I get CRM deals into the reporting?

  Can I import conversions that did not happen on the website?

  You import them as CSV: a lead closed on the phone weeks later just as well as a purchase in the shop. Matching happens through a unique anchor (order ID, lead ID or click ID); rows without such an anchor are rejected rather than guessed.

• What does a new customer cost me, and what is left?

  How do I see new-customer cost and contribution margin, and which products did a campaign sell?

  The “Commerce & products” area in the portal shows new-customer cost, margin ROAS, average order value, repeat purchase rate and a product report. The campaign filter only narrows the product report: the metrics above it always cover all campaigns. They appear as soon as your shop sends the matching figures; without them the metric in question stays empty. The overview and the “Attribution” page show the margin ROAS per channel and per campaign.

• When has a new customer paid for themselves?

  How do I read the cohorts under “Commerce & products” for repeat purchases, margin per customer and payback?

  Under “Commerce & products”, the customer cohorts group customers by the month of their first measured purchase. For each following month they show how many bought again and how much contribution margin per customer has accumulated; “Paid back” names the first month in which that amount reached the new-customer cost of the first-purchase month.

• Which currency do my reports use?

  I sell in euros and francs. How are the amounts added up?

  In the currency you choose under “Settings”: euro by default, or your store’s currency for an account created through the Shopify app. Orders and ad spend in other currencies are converted using the European Central Bank reference rate: orders at the rate of their order date, ad spend at the rate of its cost date. The rate used stays stored with the order and the cost row, so a report on last month shows the same figure tomorrow as it does today.

• Which campaign actually delivered?

  What do I move my budget on, if attribution does not measure effect?

  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.

• How do I read the funnel report?

  What do “Reached”, “Transition” and “Skipped” mean in the funnel?

  “Reached” is the measured number of customers who reached the step in the period, once per customer. “Transition” follows the cohort: of the customers who reached the previous step in the period, the share that reached this step by the end of the period (never above 100%). “Skipped” are customers who reached the step but never the one before it.

• What is a funnel step worth?

  What is the acquisition value of a step, and does it count as revenue?

  Every step can carry an acquisition value in the portal: what a customer who reached this step is worth to you. You set this value, so reports show it separately and never in revenue or ROAS. If an event brings its own value, such as the amount of the first payment, that is measured revenue.

• How do I see the figures for a single website?

  Can I narrow the reports down to one website?

  If your account measures more than one website, you pick it under “Website” in the period row at the top of Overview, Customer journeys, Channels & attribution, Check budget and Commerce & products. Orders or leads count for the website where they came in. Costs and ad contacts count only through the campaigns you assign to the website under “Campaigns”.

• How do I get alerts and reports in Slack or Teams?

  Can Metrunio send alerts to a Slack or Teams channel?

  Through a webhook address, on every plan: under “Settings → Notifications” you enter the webhook address of a Slack or Teams channel and choose alerts, reports or both. The message is a short summary with a link to the portal, in German or English.

• Connect and read Google Search Console

  How do I see clicks from Google search next to my measured visits?

  Connect Google Search Console under “Organic search” and choose a property for each website. The report puts clicks, impressions, click-through rate and position, as Google reports them, next to the visits from Google search that Metrunio measures itself and the conversions attributed to them. Google’s figures go into none of Metrunio’s totals.

• How do I get costs from releva.nz?

  How do the ad costs of my retargeting campaigns at releva.nz get into Metrunio?

  With the statistics API key of your releva.nz account and the shop ID under “Data connections → Receive costs”. Metrunio then fetches costs, impressions and clicks per day for the whole shop every day. If releva.nz is missing from the list, the integration is not yet enabled for your account.

• Web analytics: page views, visits, time on site

  What does web analytics in Metrunio show me?

  Under “Web analytics” you see, on every plan, how many page views, visits and visitors your website has, how long visitors stay active and how many leave right away. You can view it per day or, for periods of up to 14 days, per hour, split by channel, page and technology. Only visitors who consented to analytics are counted; nothing is extrapolated.

• What is a bounce?

  When does a visit count as a bounce?

  A visit is a bounce when it was not engaged: less than 10 seconds of active time, only one page view and no conversion. The bounce rate is the share of these visits among all visits in the period, counted for visitors who consented to analytics.

• Why do I see fewer visits than in GA4?

  Why does Metrunio show fewer visits than Google Analytics?

  Usually because of consent: Metrunio only counts visits from people who consented to analytics and does not add the others back in. In advanced Consent Mode, GA4 can send cookieless measurements without consent and, above a minimum amount of data, model the behaviour of those who decline. Detected bots, test data and small differences in the terms add to this.

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