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Límites y delimitación
What does Metrunio deliberately not do?
No fingerprinting, no marketing mix modelling, no ad server and no consent management of its own. The scope is deliberately narrow: measure, connect, attribute; whatever else you need is done by a tool built for it. There are no extrapolated figures, and every figure says where it comes from, such as measured or attributed.
Which features are missing, and why?
- Probabilistic cross-device matching and browser fingerprinting.
- Marketing mix modelling and AI-driven budget optimisation.
- A full ad server, bidder or DMP.
- Comprehensive billing, native mobile apps, TV and offline modelling.
- Complex white labelling and a broad connector library.
- A complete consent management system. Existing CMPs are connected instead.
- Extrapolated figures without a signal. Every figure says where it comes from: measured; attributed by a model; a value you set yourself; self-reported by a customer; or reported by an ad platform.
- A page funnel built from pages you define: web analytics shows landing and exit pages and the most common paths, but a funnel consists only of funnel steps your code reports.
- Session recording (session replay), mouse movement, heatmaps and form input. What someone did during a visit is shown in a journey’s visit history, as the sequence of events your shop sends, not a recording of the screen.
Note
The principle behind it: where a signal is missing, we do not invent one. A conversion without a linkable contact stays visibly “unattributed”.
Note
One item used to stand here and no longer does: incrementality tests. Metrunio now evaluates experiments, the switchback trial from Growth and two campaign groups on the Scale and agency plans, and narrowly framed: two groups, one measured difference, one interval. A model that extrapolates effect from past weeks is still not what is meant.
Revisado por última vez el 17 oct 2026
También se pregunta
- What is Metrunio missing?
- Can you do MMM?
- Is there budget optimisation?
- Do you have a cookie banner?
- Is there session replay?
- Are there heatmaps?
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- Where does measurement end?
What are the limits of Metrunio’s measurement?
Post-view is only measurable where your own tags may be served and the browser returns the view identifier: not every served ad is viewable, and not every viewable one can be linked to the purchase. Without consent, gaps arise deliberately, and a gap stays a gap, not a zero. Attribution describes assignment, not causal advertising effect.
- How does Metrunio relate to other tools?
Do I need Metrunio in addition to my existing setup?
Web analytics is included: visits, pages, sources and time on site, counted for visitors with consent. Metrunio does not replace a CMP or an ad server; it measures clicks and viewed impressions itself and attributes them by disclosed rules.
- What is Metrunio?
What does Metrunio do, and who is it for?
Metrunio shows you which measured ad contacts preceded your orders or leads, and distributes revenue by a rule you can see and change. It measures clicks, visits and conversions with its own signals and, wherever your own tag is served, the delivery and viewability of ads as well. It is built for shops, agencies and SaaS businesses that allocate ad budget and need a source that is not owned by the platform being advertised on.
- What is a funnel step?
How do I measure a funnel when there is no purchase?
A funnel step is a conversion a customer reaches rather than buys: signed up, set up, first payment. Each step has a key and a position and counts exactly once per customer, however often it is reported. Several steps in order make up the funnel in the “Orders & goals” report.
- Can I trace what someone did in my shop?
How do I see which pages someone viewed, even if the visit did not end in a purchase?
Every journey’s timeline shows it: each visit with its measured steps, with or without a conversion. Products viewed, cart, form, checkout and purchase stand in the sequence, and the pages viewed expand on the visit. In the journey list, “Without conversion” and “Cart without purchase” find exactly those visits.
- Web analytics: page views, visits, time on site
What does web analytics in Metrunio show me?
Under “Web analytics” you see, on every plan, how many page views, visits and visitors your website has, how long visitors stay active and how many leave right away. You can view it per day or, for periods of up to 14 days, per hour, split by channel, page and technology. Only visitors who consented to analytics are counted; nothing is extrapolated.