Atribución

• 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.

• How does the data-driven model calculate?

  What method is behind it, what does it require, and where does it end?

  It calculates the removal effect: for each channel it calculates how much less often a path leads to a conversion within the model once that channel is taken out of your paths; normalised to sum to one, that gives its share. Paths without a conversion count too, and they are exactly what sets this apart from a fixed rule. It remains an attribution: whether purchases would have failed to happen without the channel, only an experiment can tell.

• What are the click window and view window?

  How long does a touchpoint before the conversion count?

  The click window sets how long a click before the conversion still counts (30 days by default); the view window does the same for a viewable impression (one day by default). You set both under “Settings”, together with the default model.

• What is post-view and what does it tell me?

  Why should I count viewable impressions without a click?

  Post-view means: a viewable ad that was not followed by a click is linked to a later order or lead and taken into account by your model. That gives a number to contacts click measurement cannot see, display in particular; it only works where your own tag runs, both sides have consented and the browser returns the view identifier. Viewable impressions receive a share from the Pro plan, and how much they count is decided by model and view window.

• Why do I see no post-view touchpoints?

  Viewable impressions do not appear in journeys. Why is that?

  Post-view needs its own viewable impression signal. Without the viewability tag, or with a mismatched impression ID, no post-view contact is created.

• How do I read the model comparison?

  Seven models distribute the same conversions differently. How do I read the comparison?

  The page compares two models on the same conversions: per channel, the share under model A (your default model) and under model B, plus the change in percentage points. The differences come from the distribution rule and are no evidence of additional advertising effect.

• When are attribution shares recalculated?

  I changed the settings. Why do I still see the old numbers?

  Attribution shares are produced in runs, not on every page load. After changing the model or windows, the new values apply from the next run; late-arriving contacts also change an already calculated journey.

• How do I measure what the advertising actually achieved?

  Can Metrunio measure the effect of advertising, not just assign it?

  With an experiment: the switchback trial is available from Growth, two campaign groups from Scale and on the agency plan. An experiment compares two groups that should differ in exactly one thing and measures the difference along with its uncertainty. Attribution does not answer this: it says which touchpoint a conversion is credited to, not whether it would have happened without the advertising.

• How do I ask customers after a purchase how they found me?

  Can Metrunio ask after a purchase how someone heard about us?

  With the post-purchase question, on every plan. You switch it on under “Settings → Measurement rules” and call metrunio.renderSurvey() with the order number on your thank-you page. The answers appear as “self-reported” under “Channels & attribution”: next to what is measured, never in revenue and never in an attribution.

• How does Metrunio count subscription renewals?

  How do I mark subscription renewals, and which channel are they attributed to?

  You report a renewal as a purchase with the subscription ID (subscription_id) and the flag subscription_renewal; Metrunio marks renewals from Stripe itself. It counts in measured revenue, appears separately in the reports and receives the shares of the first order of the same subscription, because it has no ad contact of its own. Without a known first order or without consent, it stays unattributed with a reason.

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