A customer hears about your shop on a podcast, searches for your name two days later and buys. The measurement sees a visit through search and then the purchase. It does not see the podcast, because the podcast left no signal.
For routes like this there is the post-purchase question. It sits on the thank-you page and asks: “How did you hear about us?” There are twelve fixed answers to choose from, from search engine through podcast or radio to ChatGPT or another AI assistant.
What an answer is
What is measured is that someone answered. What the person says is their own account, and Metrunio labels it “self-reported”. It sits next to what was measured, never in revenue, never in an attribution and in no model. Someone who says “podcast” may also have seen an ad and only remembers the podcast.
A worked example
An example month with 400 measured purchases and 120 answers. The response rate is 30 per cent.
| Answer | Answers | Share of answers | of which purchase unattributed |
|---|---|---|---|
| Search engine, e.g. Google | 42 | 35% | 6 |
| Podcast or radio | 30 | 25% | 21 |
| Recommendation from friends or acquaintances | 24 | 20% | 15 |
| Instagram, Facebook or TikTok | 18 | 15% | 3 |
| Other | 6 | 5% | 2 |
Of the 30 purchases with “podcast or radio”, the measurement attributed 21 to no channel. That is the telling part: the podcast turns up exactly where the measurement found nothing. The report shows this per answer, along with how many answers match no measured purchase.
What the table does not say: that a quarter of all 400 purchases came through the podcast. 120 people answered, and those who answer do not necessarily buy like the 280 who did not. Metrunio therefore does not extrapolate the answers to all purchases, and the response rate is always shown. With ten answers, a 40 per cent share carries little weight.
Setting it up
The post-purchase question is available on every plan. You switch it on under “Settings → Measurement rules” and call metrunio.renderSurvey() with the order number on your thank-you page. It only appears with consent to analytics, accepts one answer per order and has no free-text field: people write names, addresses and complaints about delivery into free fields, and none of that belongs in your measurement data.
One limitation up front: the component is not included in the Shopify app or in the plugins for Shopware and WordPress. It runs on any thank-you page where you can add your own code; on Shopify’s thank-you page the question would need a checkout extension.
The answer is stored with the order number and visitor ID and linked to the order. That belongs in your privacy policy and in the description of analytics consent in your banner.
Key point
30 of 120 answers name the podcast. That is 25 per cent of the answers, not 25 per cent of your revenue.