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Démarrage et compte
When are my numbers reliable, and what about my existing data?
Metrunio measures ad contacts and journeys from installation onwards; it does not know what came before and adds nothing for it. The split across channels becomes reliable once the click window after installation has been measured in full, 30 days with the default setting, and once a single order or lead no longer upsets the ranking of your channels. Orders from before can be imported with the Shopify app; they then appear as “unattributed”.
When can I rely on the numbers, and what happens to the time before installation?
The day after installation, orders already appear in the portal. You should not decide anything by them yet. That is down to the calendar: someone who came through an ad two weeks ago and buys today appears in the journey with today’s visit only. Nobody measured the click before it. In the first weeks the last contacts and “Direct” therefore get a larger share than they would over a full month.
| What | From when |
|---|---|
| Individual events and orders | seconds to minutes after installation (see “How long until data appears?”) |
| Split across channels and campaigns | once the click window after installation has been measured in full; the default is 30 days, adjustable from 1 to 90 |
| Comparison with the previous period | for 7 days after two weeks, for 30 days after two months, for 90 days after half a year; until then it says “previous period incomplete” |
| Data-driven model | from 100 paths, 20 conversions and two channels within 90 days. That is an unlock threshold, not proof that the figure already holds |
A check on your own numbers
There is no fixed number of orders from which everything is right; it would depend on your channels and your budget. The check works like this: mentally remove the largest single order or lead of a channel. If the ranking of your channels then changes, the period is too short or too thin for a budget decision. Take a longer period or wait a week.
Your existing data
- Contacts and journeys from before installation do not exist. Metrunio measures from the first event and fills in nothing afterwards.
- You import Shopify orders in the app up to two years back. They appear as “unattributed” because before installation there is no measured contact their revenue could go to. They give you a revenue baseline, for cohorts for example, not an attribution.
- The platform sync fetches ad spend from the moment you connect the ad account. Older days go in as a CSV file (see “How do I import ad spend from a CSV?”); they count towards the costs and ROAS of those days.
Note
The measurement start is the first contact Metrunio measured as it happened. Imported orders and ad spend loaded later do not move it earlier.
Dernière vérification le 17 oct. 2026
Également demandé
- When are the numbers meaningful?
- How long should I measure before I decide?
- What happens to my existing data?
- Can I import old data?
- Does Metrunio start from zero?
- Why does “Direct” get so much revenue in the first weeks?
Articles connexes
- How long until data appears?
When do I see the first numbers after installing?
Individual events appear in the live test within seconds. Journeys and conversions are created during processing and usually appear within minutes; attribution shares are calculated afterwards.
- 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.
- Why is there no comparison with the previous period?
Why does my overview show no percentage change compared 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.
- 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 do I import ad spend from a CSV?
How do I get my media cost into Metrunio?
Under “Data connections”, in the “Receive costs” section, four routes sit side by side: connect an ad account, import a CSV file, connect a shared sheet that Metrunio reads every day, or enter single days by hand. The CSV import maps rows to a campaign and a day and can be withdrawn as a whole; a template is available for download.
- What does Metrunio show that the Shopify reports do not?
I already have the reports in Shopify. What does Metrunio add?
The Shopify reports know every order in your shop and remain the source for revenue, products and returns. Alongside them, Metrunio shows which measured ad contacts came before an order, across several visits too, and from the Pro plan what each campaign cost on Meta and Google and how much attributed revenue it carries. You choose the rule that distributes the revenue and see how the picture changes under another rule.