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Why is there no comparison with the previous period?
The comparison is only made with a previous period that is fully measured. If it starts before your measurement start, you see “Previous period incomplete” instead of a comparison. The measurement start is the first contact Metrunio measured live (in the browser, on an ad or through the server API); imported orders and ad spend do not count towards it.
Why does my overview show no percentage change compared with the previous period?
Every tile on the overview compares the selected period with the period of the same length right before it: 30 days with the 30 days before. That only holds if both are measured. If part of the previous period lies before your measurement, there are hardly any contacts in it, and almost every figure seems to grow by hundreds of per cent. That would be the start of measurement, not a development. So there is no comparison then, but a sentence with the measurement start and the dates of the previous period.
What counts as the measurement start
- The earliest contact Metrunio measured live: in the browser (tracking snippet, Shopify app), on an ad (impression pixel, viewability tag, click redirect) or through the server API. Like the snippet, it reaches back 30 days at most.
- Not imported orders: an import of order history brings earlier purchases, but not a single contact they could be attributed to.
- Not ad spend: it is not a contact and may reach back a long way.
- When the retention period ends, the measurement start moves with it: what has been deleted cannot be compared.
When the comparison appears
As soon as the previous period lies entirely after the measurement start: for 7 days two weeks after the first contact, for 30 days after two months, for 90 days after half a year. A shorter period therefore shows the comparison sooner.
Where the same rule applies
- Notifications about a sharp change compare seven days with the seven before. As long as the previous week lies before the measurement start, they report nothing.
- The figures the assistant reads under “Ask your data” and the read API (
/v1/data/overview) state the measurement start (measurement.since) and whether the period is fully measured (measurement.complete).
Note
The demo’s example data loads regular customers and ad spend long before its first contact. There, too, 30 days show no comparison, while 7 days do.
Revisado por última vez el 30 sept 2026
En el portal del cliente
También se pregunta
- Why are the percentages missing on the overview?
- What does “previous period incomplete” mean?
- Why does the overview show several hundred per cent growth?
- When will I see a comparison with last month?
- When did my measurement start?
- Why does the notification not report a drop?
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- Which reports are available?
What can I analyse in the portal?
The reports are in the sidebar: Overview, Customer journeys, Channels & attribution with its breakdown and model comparison, Orders & goals, plus Check budget, Platform reconciliation, Data status and Events, among others. In the period row at the top you choose the period and the model and, once your account measures more than one website, the website.
- Which metrics exist and how are they calculated?
How are ROAS, CPA and conversion rate derived?
Metrics come from measured quantities and, where attribution is involved, from the chosen model. Cost-based metrics require ad spend to have been imported or synced.
- How do I set up Metrunio in Shopify?
How do I connect my Shopify store to Metrunio?
You install the Metrunio app in your store via its installation link: from the setup assistant in the portal or from our email. If you do not have a Metrunio account yet, the app creates one without a second sign-up once you accept the terms and conclude the data processing agreement with two tick boxes; an existing account you connect by signing in to the portal. Measurement starts only once the DPA is concluded, and then covers storefront, checkout and order at once, with no change to your theme code.
- How long is data retained?
Which retention periods apply and can I change them?
Raw events are retained for 180 days by default, 90 days on the free Start plan; the period is configurable per tenant up to the plan’s limit and enforced automatically. Journeys, touchpoints and conversions share the period of the raw events they were derived from and are deleted with them, or earlier if a deletion is requested. If a change of plan lowers the limit below the configured period, we announce the reduction 30 days in advance.
- How does the demo work?
Can I look at Metrunio without creating an account?
Without an account and without a form: “Open the demo” on the website or below the sign-in opens read-only access to a fictional example shop. The session ends after 30 minutes without activity and opens again with one click.