ARTICLES
What sits behind the figures.
Longer pieces on the questions that come before a budget decision. No opinion without a calculation behind it.
01 / ARTICLES
All articles.
5 minute read
A ROAS of 4, and still a loss
Two campaigns with the same ROAS can leave very different amounts behind. Margin ROAS works with what is left after the cost of goods and shows where advertising costs more than the orders give back.
17 Oct 2026
5 minute read
What a new customer costs you
Cost per order mixes regulars and newcomers. What a new customer costs, and when they pay for themselves, only shows once you divide by new customers and follow them over the months.
17 Oct 2026
5 minute read
Declined in the banner: what still counts
People who decline in the cookie banner still place orders. What Metrunio learns about such an order, where it appears in the report, and how you see the size of the gap.
17 Oct 2026
5 minute read
Shopify says €41,200, Metrunio €38,640. Now what?
Shopify and Metrunio show different revenue for the same month, and the total across channels is smaller still. What each of them counts, and how to work through the difference line by line.
17 Oct 2026
6 minute read
One order, seven rules
The same order ends up with a different channel depending on the attribution model. A worked example shows how the seven rules distribute it, and how to tell whether your decision depends on the choice of model.
17 Oct 2026
6 minute read
An on-off test instead of a gut feeling
No attribution tells you whether a channel adds orders. An on-off test switches the advertising on and off in turns and measures the difference along with its uncertainty. A worked example shows why volume matters.
17 Oct 2026
5 minute read
How did you hear about us?
A podcast, a recommendation, a poster: some routes to your shop leave no signal. The post-purchase question collects the answer on the thank-you page. What the answers tell you, what they do not, and why they never appear in revenue.
17 Oct 2026
5 minute read
What is a lead worth?
A lead has no price until it turns into a deal. So that you can still hold ad spend against it, you set a value. How to work it out, where it appears and why it never ends up in revenue.
17 Oct 2026
6 minute read
Why the sum of your platform figures does not add up
When Meta, Google and the rest together report more conversions than you had orders, none of the figures has to be wrong. The addition is.
18 Aug 2026
5 minute read
Post-view, without the fairy tale
How much revenue is attributed to viewable impressions can be traced, but only for the part that can be linked to the purchase at all. Platforms report more, last-click gives them nothing; the number in between comes from your own data.
11 Aug 2026
4 minute read
Measured or attributed: why there is nothing in between
Most arguments about marketing figures arise because two layers sit in the same column.
4 Aug 2026