Reports, cost and export
Which metrics exist and how are they calculated?
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 are ROAS, CPA and conversion rate derived?
Note
ROAS and cost per conversion need costs. Recording costs is available from the Pro plan. Where costs for the period are missing, the tile states the reason instead of a figure.
| Metric | Calculation | Layer |
|---|---|---|
| Impressions | number of measured deliveries | measured |
| Viewable impressions | number of deliveries reported as viewable | measured |
| Viewability rate | viewable impressions / impressions | measured |
| Clicks | number of measured clicks | measured |
| Conversions | number of measured completions | measured |
| Attributed conversions | sum of credits in the chosen model | attributed |
| Revenue measured | sum of the amounts events brought with them, after refunds | measured |
| Attributed revenue | sum of amount × credit | attributed |
| Acquisition value | sum of the values you gave conversions in the portal; attributed: value × credit | set |
| CPA | cost / attributed conversions | attributed, needs cost |
| CAC (new customers) | cost / attributed new-customer conversions | attributed, needs cost and the customer type |
| ROAS | attributed revenue / cost | attributed, needs cost |
| Attribution rate | conversions with an attributable measured touchpoint / conversions in total | measured |
| Visits (per channel or campaign) | visits entering through the channel, only with consent to analytics | measured |
| Conversion rate (per channel or campaign) | attributed shares on visits, without post-view / visits | attributed |
| New customer share (per channel or campaign) | attributed orders from new customers / attributed orders with a customer type | attributed, needs the customer type |
| Margin ROAS (per channel or campaign) | attributed contribution margin of orders with cost of goods / cost | attributed, needs cost and the cost of goods |
The conversion rate per channel divides the attributed shares that fall on visits from this channel by the measured visits. Shares on clicks, impressions and post-view do not count, because they have no counterpart among the visits. It is above 100% only if visits carry several conversions. It mixes two layers and is therefore called “attributed”: switch the model and it changes, the visits do not. A visit starts with the first event of a session, after a 30-minute pause or with a new campaign signal, so its count differs from other tools’ sessions. The new customer share counts only orders whose customer type is known. Leads do not count, even if your shop sends a customer type with them; if it is known for no order, no value is shown.
CPA and CAC are not the same. CPA divides ad spend by all attributed conversions. That gives a price per completion, and a completion can come from a returning customer. CAC divides only by conversions of new customers. That needs the customer type: either your shop sends it with the purchase, or it is derived from our own measurement, which only knows the time since measurement began. The tile therefore states for what share of conversions the customer type is known: the figure stands on those only.
If you filter the reports to one conversion type, say “purchase”, the cost stays the total of the period: ad spend is incurred for campaigns, not for a type of conversion. The numerator is then only the attributed revenue of that type. That is the purchase ROAS (purchase revenue against all cost), and the tile says what it stands on. A CPA per purchase arises the same way.
Funnel steps count like any conversion, with one difference in value. If the event brings an amount, that is revenue and part of ROAS. The acquisition value from the portal is set by you: it has columns of its own and never appears in revenue or ROAS. Narrowing to a single step works the same way as narrowing to “purchase”.
Note
The attribution rate used to appear in the portal as “data coverage” and “match rate”. It is the same quantity everywhere: the share of conversions preceded by at least one measured touchpoint that a model could attribute. A conversion without a measured touchpoint does not count, even if it has a journey. The rate says nothing about how many events were stored overall. Events without consent are counted separately under “Blocked by consent”.
Attributed conversions can carry decimals. If a model spreads one conversion across three touchpoints, each takes a third. In tables they therefore always carry exactly one decimal place (265.0 above 295.5). Key figure tiles show a whole value without decimals and a fraction with two.
Monetary values are computed as decimals, not floating point numbers. That sounds technical but has a practical effect: totals are correct to the cent, even across many rows.
Is my advertising worth it?
ROAS tells you how much attributed revenue comes per euro of ad spend. Whether you make money on it depends on your margin: a ROAS of 3 is a loss at a 20 per cent margin and a profit at 60 per cent. If your shop sends the cost of goods, “Commerce & products” shows the margin ROAS, the attributed contribution margin divided by ad spend. Per channel it appears in the channel table of the overview, per channel and per campaign in the breakdown under “Attribution”. Below 1.0, the attributed orders leave less after cost of goods than the ads cost. If only some of a row’s orders carry the cost of goods, the share appears below the figure: the costs are those of the whole row, the margin only that of these orders. If the cost of goods is missing entirely or costs are missing, no value is shown, only the reason. Whether a campaign caused the orders is answered by none of these figures; only an experiment measures that (see “Which campaign actually delivered?”).
Caution
ROAS, CPA and CAC depend on the attribution model. State the model when you pass the figure on. Otherwise it is not comparable. The CSV export carries model, period, environment and the time of the data in every row.
Last reviewed on 17 Oct 2026
Also asked
- Why do I see no ROAS?
- How is ROAS calculated?
- What is CPA?
- What is the difference between CPA and CAC?
- Why does ROAS still show when I filter to purchases?
- Metrics explained
- What is the attribution rate?
- What was the match rate?
- What does data coverage mean?
- Why do attributed conversions have decimals?
- Does the acquisition value count in ROAS?
- How many visits does a channel bring?
- Which channel brings new customers?
- Conversion rate per channel
- Is my advertising worth it?
- Is my Meta advertising worth it?
- Am I making money on Meta ads?
- Margin ROAS per channel
- Contribution margin per campaign
- Which channel pays off after margin?
Related articles
- 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 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.
- 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.
- 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.