Campaigns and measurement

• How do I generate tracking elements for a creative?

  Where do I get the pixel, viewability tag and click URL?

  Under “Campaigns” you create the structure and let the elements be generated. You never have to assemble tracking parameters yourself: the generator delivers finished code with installation instructions.

• How do I install the impression pixel?

  How do I measure that a creative was served?

  The impression pixel is a 1×1 image you place in the creative or the ad tag. It counts delivery, not viewability; that is what the separate viewability tag is for. It measures from the Pro plan upwards; on the free Start plan Metrunio accepts no impressions.

• How do I measure a creative’s viewability?

  What is the viewability tag and when does an impression count as viewable?

  The viewability tag is a separate script in the creative. It reports an impression as viewable once at least 50 per cent of its area has been in view for one second. Metrunio measures viewability from the Pro plan upwards, not on the free Start plan.

• How does click tracking work?

  How do I measure clicks on a creative?

  You replace the destination URL in the creative with the generated click tracking URL. Metrunio counts the click and redirects to the stored destination, not to one supplied in the request.

• What do the macros in the tracking code mean?

  What is [IMPRESSION_ID] and what happens if the macro is not replaced?

  Your ad server replaces [IMPRESSION_ID] with the identifier of the individual delivery and [CACHEBUSTER] with a random value. If [IMPRESSION_ID] is left unreplaced, the collector detects it and gives the pixel its own impression ID per delivery. The impression then counts, but the viewability tag reports nothing: without a shared identifier, viewability cannot be matched to a delivery.

• Which website did my ad run on?

  Can Metrunio show on which publisher website an ad was seen or clicked?

  Metrunio shows it for ads that carry your own tracking code. If your ad server fills the domain into the [SITE_DOMAIN] macro, it is stored with every impression, view and click. Without the macro, Metrunio reads the website from the referrer, as far as the browser sends one, and says that this is where the value came from.

• How post-view is measured and where it is not

  How does a viewable impression without a click get to a purchase in my shop?

  Through a cookie on the measurement address: pixel and viewability tag set it with consent, the SDK in your shop returns it, and the link is made on the server. That works in Chrome and Edge, not in Safari, Firefox or Brave. How large the linkable share is for you is shown as post-view coverage in the portal.

• How do I structure channels and campaigns?

  Which levels exist, and how deep do I need to model them?

  The structure has five levels: channel, campaign, ad group, ad, creative. Channel and campaign are required; you only create the deeper levels if you want to evaluate at that level.

• Do I still need UTM parameters?

  How do UTM parameters relate to Metrunio click tracking?

  UTM parameters are still read and stored, but they are the weaker source. Where a Metrunio click URL is in use, a signed click with an unambiguous identifier is created; UTM remains useful for channels where you cannot set your own tracking link.

• How do I measure newsletters from Klaviyo or Brevo?

  How do I get clicks and revenue from my newsletters into Metrunio?

  With UTM parameters in the links; Klaviyo and Brevo add them for you if you switch it on. Metrunio assigns clicks with utm_medium=email to the email channel and the campaign through utm_campaign. If “Attribution” lists a name without a campaign, create it there with one click, and earlier clicks are assigned to it afterwards.

• How do I deactivate a tracking element?

  A campaign has ended. How do I stop measuring?

  Every tracking element can be revoked in the portal. Afterwards the collector rejects signals from that token; data already measured is retained.

• Are Google, Bing and others recognised automatically?

  Do I have to set anything up at Google or Bing for the source to be recognised?

  Automatically, with nothing to set up at Google or Bing. Metrunio reads the origin from what the browser sends anyway: the referrer and the platforms’ click identifiers (gclid, msclkid, fbclid, ttclid). Channel and source therefore appear in the report straight away. You only need to connect something if you also want campaign names and cost: that is what linking the ad account is for.

• What is a funnel step?

  How do I measure a funnel when there is no purchase?

  A funnel step is a conversion a customer reaches rather than buys: signed up, set up, first payment. Each step has a key and a position and counts exactly once per customer, however often it is reported. Several steps in order make up the funnel in the “Orders & goals” report.

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