You open Shopify and see the month’s revenue. Then you open Metrunio, and it shows less. Before you go looking for an error, first look at what each of them counts. The difference can be worked through line by line.
Shopify knows every order
Shopify is the till. Every order is there, including those without consent in the cookie banner and those at the point of sale. For accounting, stock and returns, Shopify remains the source. Metrunio is there for a different question: which advertising came before an order and what it cost.
What Metrunio counts as revenue
The Metrunio app reports every order from Shopify itself, not from the browser. The amount counted is the order total including tax and shipping, with refunds deducted. If you compare it with a net figure in Shopify, Metrunio comes out higher for that reason alone.
Orders without a decision in the banner and point-of-sale sales arrive too and count in revenue. After an explicit refusal in the banner, that only applies with the additional instruction for revenue reconciliation activated. Without it these orders are missing in Metrunio. That is the first line of the calculation below.
The calculation
An example month, from Shopify down to the channels:
| Amount | |
|---|---|
| Shopify: order total | €41,200 |
| after a refusal in the banner, rejected without additional instruction | −€2,560 |
| Metrunio: measured revenue | €38,640 |
| of which unattributed: no consent, point of sale, no measured touchpoint | −€7,240 |
| Metrunio: attributed to channels | €31,400 |
So the total across your channels is below your shop’s revenue. That is not a measurement error. For some orders Metrunio was not allowed to, or could not, measure a touchpoint beforehand, and it does not spread those orders across channels after the fact. The attribution rate in the overview shows how large that part is.
Why the channels look different
Shopify also shows sales by channel. Do not expect the same numbers there: Shopify distributes by its own rule, Metrunio by the model you chose. The default is “Last non-direct click”. From the Pro plan you compare seven rules side by side and see how the picture shifts with another one.
One discrepancy should make you look closer, though: if nearly every order in Metrunio is unattributed, the app embed in your theme may be switched off. Orders then arrive, but visits do not. The app’s overview and the Health Center in the portal tell you whether it is on.
What to do with it
For how much you sold, you open Shopify. For which advertising came before those orders and what it cost, you open Metrunio, and when you pass the figure on, you name the model. The app also shows the key figures for the last 28 days directly in the Shopify admin: attributed revenue, revenue by channel and the five strongest campaigns.
Key point
Shopify counts what was sold. Metrunio shows which measured advertising came before it. The difference is the part with no measured touchpoint in front of it.