Fundamentals

• What is Metrunio?

  What does Metrunio do, and who is it for?

  Metrunio shows you which measured ad contacts preceded your orders or leads, and distributes revenue by a rule you can see and change. It measures clicks, visits and conversions with its own signals and, wherever your own tag is served, the delivery and viewability of ads as well. It is built for shops, agencies and SaaS businesses that allocate ad budget and need a source that is not owned by the platform being advertised on.

• How does Metrunio differ from web analytics?

  We already have Google Analytics. Why add Metrunio?

  Metrunio has its own web analytics with page views, visits, time on site and bounce rate, counted for visitors with consent; it does not have funnels built from pages, search terms or modelled figures for visitors without consent, as GA4 offers them. Beyond that, Metrunio measures the delivery and viewability of creatives in supported environments itself and connects them traceably with the conversion. From the Pro plan it shows two models compared head to head and all seven in one table, along with the individual conversions and journeys behind them.

• What does Metrunio show that the Shopify reports do not?

  I already have the reports in Shopify. What does Metrunio add?

  The Shopify reports know every order in your shop and remain the source for revenue, products and returns. Alongside them, Metrunio shows which measured ad contacts came before an order, across several visits too, and from the Pro plan what each campaign cost on Meta and Google and how much attributed revenue it carries. You choose the rule that distributes the revenue and see how the picture changes under another rule.

• What do “measured” and “attributed” mean?

  Why does Metrunio separate measured from attributed figures?

  Measured means directly observed: an impression, a viewable impression, a click, a conversion. Attributed means a share distributed by a model; the product keeps both layers apart and never blends them. Alongside them are values you decide yourself (“set”), answers from your customers (“self-reported”) and figures an ad platform reports about itself (“reported”); there is no “estimated” layer.

• Why do my numbers differ from Meta and Google?

  Metrunio shows fewer conversions than the ad account. Why is that?

  Deviations are normal and usually explainable: different attribution windows, different models, the same conversion claimed by several platforms, and missing signals where consent was not given. Metrunio counts each purchase once, even when browser and server report the same order, and distributes it by a rule you can inspect.

• Which events does Metrunio measure?

  Which event types exist and what consent do they need?

  There are fifteen event types. The four advertising events require marketing consent, all others at least analytics consent; without matching consent an event is not stored. The only exception is purchases and refunds your server reports without consent: they count for revenue reconciliation with their order number, without browser, customer or advertising identifiers, and are not attributed; after a refusal this only applies with an activated additional instruction.

• Glossary: the key terms

  What do the terms Metrunio uses mean?

  The terms are deliberately narrow: a touchpoint is a measured contact, a journey a chain of such contacts, a credit an attributed share. This list explains the terms used in the portal and in reports.

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