Les articles d'aide existent en allemand et en anglais. Vous les lisez ici en anglais.
Rapports, coûts et export
Why does the platform report more conversions than you?
Because the platform and Metrunio count different things. The platform reconciliation in the portal puts the reported figure next to the measured one and names the seven points at which two figures about the same week diverge: period, conversion type, consent, refunds, time zone, attribution window and data freshness. Whatever remains after that is unexplained.
Where does the difference between platform, shop and Metrunio come from?
What the reconciliation needs
The reported figure comes from the same report as the costs: per campaign and day, via the import or via POST /v1/server/costs with the conversions field. If it is missing for a day, it says “not reported” rather than zero: those are different things.
“Days with a report” counts calendar days: on how many days of the period the platform reported conversions, out of all days in the period (“5 of 7”). Three campaigns on one day are one day. Until 29.09.2026 the column counted campaign days and showed, for example, “21 of 21” for one week.
One row per platform
Every ad platform has one row, whichever route its figures took: the connected ad account, the server API or the CSV import. The route is shown beneath it. A connected ad account knows its platform. Through the server API and the import you state it per row (field platform, column “plattform”). Without it, the figures stay in a combined row for their route, such as “Interface (server API)”: a guessed platform would shift the figures without anyone noticing.
The measured figure of a row counts the conversions attributed to a campaign with costs from that platform. If you report costs from two platforms for the same campaign, it counts in both rows.
If a platform receives the contribution margin for purchases through pushback instead of the revenue, this is shown in its row and below the table. Its reported value is then based on the margin and cannot be compared with the measured revenue.
Several platforms on the same order
Below the table, the reconciliation shows how many orders or leads had contact with more than one platform, for example Meta and Google Ads, and which combinations occur most often. Next to it is the total the platforms report together and the number of measured orders or leads. Each of those platforms can count such an order for itself under its own rules. No platform reports which ones it actually counts; what you see is the measured contact within your account’s attribution window. Campaigns without a platform are not included here.
The seven points
- Period: the reconciliation uses the period you set above, the same on both sides.
- Conversion type: we count purchases, leads and funnel steps together. Platforms usually count only the type their campaign optimises for.
- Consent: without matching consent we attribute nothing. Orders your shop reports without a consent decision count in measured revenue but appear under no platform. Platforms model the missing cases.
- Refunds: we deduct them as soon as they come in, retroactively too. Platforms rarely correct afterwards.
- Time zone: for us days run from midnight to midnight in your account’s time zone (under “Settings”), for the platform in the ad account’s.
- Attribution window: your setting is shown in the reconciliation; theirs is in their account.
- Data freshness: we measure continuously, platforms sometimes report days later.
Caution
Whatever remains after these seven points is unexplained. How much of it is double counting, the reconciliation does not say. It shows that a difference exists and what it can come from. To know whether a campaign brings additional revenue, you need an experiment.
Dernière vérification le 12 oct. 2026
Dans le portail client
Également demandé
- Why does Meta differ from my shop?
- Platform double counting
- Do Meta and Google both claim the same order?
- How many orders had contact with several platforms?
- Which figure is right?
- Platform reports more purchases
- Why does the reconciliation say “Interface (server API)” instead of Meta?
- Reconciliation per platform
- What does “Days with a report” count?
- Why does “Days with a report” show 21 of 21 for a week?
- Why is the reported value below the revenue when the platform receives the contribution margin?
Articles connexes
- 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 sync ad spend automatically?
Can Metrunio fetch cost directly from Meta and Google Ads?
Under “Data connections” you connect an ad account, and Metrunio fetches daily cost per campaign on its own, first a few minutes after connecting, then about every six hours and retroactively, because the platforms revise their figures. “Fetch now” on the card requests an extra fetch in between. For Google Ads and Meta you sign in; for TikTok, LinkedIn and Microsoft Advertising you enter an access token, which is stored encrypted.
- 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.
- Can I send conversions back to the advertising platforms?
How does conversion pushback work?
From the Growth plan, conversions go back to Meta, Google Ads, TikTok, LinkedIn and Microsoft Advertising. Matching happens exclusively through each platform’s click identifier: fbclid, gclid, ttclid, li_fat_id or msclkid. Conversions without a matching click are skipped with a stated reason. Per destination you choose whether purchases are reported with the revenue or the contribution margin, and whether only purchases by new customers go out.
- What do “measured” and “attributed” mean?
Why does Metrunio separate measured from attributed figures?
Measured means directly observed: an impression, a viewable impression, a click, a conversion. Attributed means a share distributed by a model; the product keeps both layers apart and never blends them. Alongside them are values you decide yourself (“set”), answers from your customers (“self-reported”) and figures an ad platform reports about itself (“reported”); there is no “estimated” layer.