Journeys and identities
Which attributes are linked?
Only through unambiguous identifiers: session ID, pseudonymous first-party ID, click ID, impression ID, view identifier, pseudonymised customer identifier, and order or lead number. Nothing else.
How does Metrunio know that two signals belong together?
| Identifier | Origin | Typical use |
|---|---|---|
| anonymous_id | random first-party value in local storage | links visits from the same browser |
| session_id | assigned by the SDK | links events within one visit |
| click_id | from the click tracking URL | links ad click and website |
| impression_id | from the ad server macro | links delivery, viewability and click |
| view_id | metrunio_view cookie of the measurement address, only with marketing consent | links a view to the later visit to the shop (post-view) |
| user_id_hash | tenant-specific pseudonymised customer number | links signed-in visits |
| order_id / lead_id | from shop or CRM | links server-side conversion and website |
Explicitly excluded
- No fingerprinting through device characteristics.
- No probabilistic models.
- No linking across tenant boundaries.
- No plaintext email addresses or phone numbers; they cause the event to be rejected.
Note
A user_id you pass is pseudonymised on receipt through a tenant-specific HMAC and never stored in clear text. If you already pseudonymise, send user_id_hash directly, for example the SHA-256 of the email address. That value is also combined with your account’s key on receipt: the same checksum yields a different identifier in another account.
For funnel steps a customer identifier is mandatory: a goal without user_id, user_id_hash or anonymous_id is rejected, because “once per customer” cannot be decided otherwise. Only with user_id or user_id_hash is the customer the same across browsers and devices; with the anonymous_id alone the step counts per browser.
Last reviewed on 13 Oct 2026
Also asked
- How are users recognised?
- Do you use fingerprinting?
- Which IDs do you use?
Related articles
- Why is there no cross-device matching?
Can Metrunio tell that someone clicked on mobile and bought on a laptop?
Only when a shared, unambiguous identifier exists, for example a pseudonymised customer number after signing in. Probabilistic matching through device characteristics deliberately does not exist.
- How do I report conversions server-side?
How do I send events from my shop, CRM or backend?
Through POST /v1/server/events to the collector, with the server key in the authorization header. The portal shows the address and the ready-made call for your website under “Setup” on the “Server Events API” tab. The call is independent of the browser and therefore robust against ad blockers and short-lived cookies.
- Which data is stored?
What exactly does Metrunio hold about my website’s visitors?
Pseudonymous identifiers, event data with timestamps, campaign and click identifiers, and conversion values. No raw IP addresses; event fields are not meant to hold plain-text names or contact details. Detected email addresses and phone numbers cause rejection; the automatic check does not detect every kind of personal data, though.
- 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.