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Can I send conversions back to the advertising platforms?
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.
How does conversion pushback work?
Note
Pushback is available from the Growth plan. On Start and Pro no destinations can be set up: “Data connections” then says which plan it takes, with the way to “Plan & usage”. If your plan was lowered, you still see the destinations you set up and can remove them; nothing is sent until your plan includes pushback again. If a connected platform reports different conversions than Metrunio measured with its contact, the page also shows reported against measured per platform, from the platform reconciliation of the last 30 days. Without a difference or without a report from the platform, no number is shown.
- 01Open “Data connections”, go to the “Return conversions” section and click “Connect platform”.
- 02Pick the platform. For Google Ads and Meta you sign in; if you are already signed in for the cost import, “Use existing sign-in” is enough, with no new dialog at the platform. For Google you then choose the ad account. Then set where to report to: for Google you enter the conversion action, for Meta you pick the dataset (pixel) from the list the sign-in names. For the other platforms you enter the details and an access token.
- 03Pushback starts in test mode. What that means per platform is shown on its card; the figures below show what would be reported and what would be skipped.
- 04If that looks right, click “Go live” and confirm. From then on, reported conversions are recorded by the platform.
Note
A reused sign-in only covers what you shared during the first sign-in. If you shared only the ad account and no pixel with Meta back then, the selection names no dataset and offers to sign you in again. Disconnecting is per connection: disconnect the pushback and the cost import stays connected.
How much of it arrives
Under “Data connections” the coverage of the pushback is shown per platform as a chain (considered, eligible, sent, rejected), together with the reasons for skipping. The platform card in the “Ad platforms” section shows the last run, the last success and the last error per direction; the last run of the pushback has been recorded since 5 October 2026, so a destination without an attempt since then shows “no run yet”. The chain tells you more than a success rate, because each stage has a different cause. A missing click identifier is about the data; a failed send is about the interface.
Note
Our chain ends at “sent”. Sent means the platform accepted the message. Whether it attributes the conversion to its campaign, deduplicates it against its own measurement or discards it, the platform does not tell us. So the portal says nothing about that. Anyone treating a transfer rate as an effect is measuring something other than they think.
Contribution margin instead of revenue, new customers only
Per destination you decide what the platform learns about a purchase. Under “Value for purchases” you choose the revenue, as before, or the contribution margin: net value minus cost of goods, as your shop sends both with the order. A campaign that bids on conversion value then follows what is left after the cost of goods rather than the revenue. Leads and funnel steps keep reporting their value.
With “Report only purchases by new customers” a destination only receives purchases by new customers. Whether someone is new is stated by your shop; if it does not send this, the person’s first measured order counts as a purchase by a new customer. Such a destination skips purchases by existing customers, purchases without a customer type, leads and funnel steps, each with a reason.
- 01If you want new customers as a signal of their own alongside all purchases, click “Further destination” on the card of the existing destination.
- 02Enter where the platform should receive it: its own conversion action for Google Ads, its own conversion for LinkedIn and Microsoft Ads, its own event name for purchases for Meta and TikTok, for example NewCustomerPurchase. With the same conversion Metrunio rejects the second destination; otherwise the platform would count every purchase twice.
- 03The new destination takes over the access of the existing one as its own copy and starts in test mode. If you disconnect one of the two, the other keeps reporting.
Note
If a purchase lacks the net value or the cost of goods, a destination with contribution margin skips it with a reason. It is then reported neither with the revenue nor with 0, and a negative contribution margin does not go out either. How your shop sends both values is explained in “How do I send cart, new customers and margin from my shop?”.
Note
A platform that receives the contribution margin reports its conversion values on that basis. The reconciliation says so in its row, and its reported value can then not be compared with the measured revenue. If the pixel in the browser also reports the same purchase with the revenue, Meta can merge both reports, and Meta decides which value then counts. An event name of your own keeps the contribution margin signal apart from it.
Legal note
A destination for new customers only tells the platform with every report that the purchase came from a new customer, and with the contribution margin it learns your margin per purchase. Check before switching it on whether your privacy policy and the legal basis of your pushback cover this.
Limits of the matching
Matching through a hashed email address or phone number is not possible, because Metrunio stores no clear text for those. What is not stored cannot be hashed. That leaves the click identifier as the only reliable route. Google Ads also requires consent to sending personal data (ad_user_data from Consent Mode v2). If that signal is missing, the report to Google is skipped with a reason instead of being sent.
Caution
Pushback changes what data the platform receives about your customers. Check the legal basis and the statements in your privacy policy before switching it on.
Dernière vérification le 17 oct. 2026
Dans le portail client
Également demandé
- Meta conversions API
- Google Ads offline conversions
- LinkedIn conversions API
- Microsoft offline conversions
- Set up pushback
- Send conversions back
- Do I have to sign in with Meta again for pushback?
- Reuse the cost import sign-in
- Why can’t I set up pushback?
- Which plan includes pushback?
- Can I send Meta the margin?
- Report contribution margin instead of revenue to Google Ads
- Report only new customers to Google
- New customers as a separate signal for Meta or TikTok
- Profit signal for the ad platforms
- Create a second destination for the same platform
- Why was a purchase without a contribution margin not reported?
- Why was a purchase by an existing customer skipped?
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- 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.
- Where do I get the advertising platforms’ credentials?
Which values does Metrunio need per platform, and where do they live?
With Google Ads and Meta you sign in with your account at the platform (“Sign in with Google”, “Sign in with Meta”) and then pick the ad account or pixel from a list; no token is needed there. For TikTok, LinkedIn and Microsoft Advertising you enter an access token and one to four identifiers from your ad account. This page says in advance where each value lives.
- What does a new customer cost me, and what is left?
How do I see new-customer cost and contribution margin, and which products did a campaign sell?
The “Commerce & products” area in the portal shows new-customer cost, margin ROAS, average order value, repeat purchase rate and a product report. The campaign filter only narrows the product report: the metrics above it always cover all campaigns. They appear as soon as your shop sends the matching figures; without them the metric in question stays empty. The overview and the “Attribution” page show the margin ROAS per channel and per campaign.
- How do I send cart, new customers and margin from my shop?
How do I pass line items, the net value, the cost of goods and whether it was a new customer?
On checkout,
tracker.conversion(…)and the Server Events API also acceptnewCustomer, the breakdown of the order value (netValue,taxValue,shippingValue,discountValue,costOfGoods) and the cart line items (items). All fields are optional; without them Metrunio measures as before. With them you get new-customer cost, contribution margin and product-level reporting. - Why does the platform report more conversions than you?
Where does the difference between platform, shop and Metrunio come from?
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.
- Which attributes are linked?
How does Metrunio know that two signals belong together?
Only through unambiguous identifiers: session ID, pseudonymous first-party ID, click ID, impression ID, view identifier, pseudonymised customer identifier, and order or lead number. Nothing else.
- Which data is stored?
What exactly does Metrunio hold about my website’s visitors?
Pseudonymous identifiers, event data with timestamps, campaign and click identifiers, and conversion values. No raw IP addresses; event fields are not meant to hold plain-text names or contact details. Detected email addresses and phone numbers cause rejection; the automatic check does not detect every kind of personal data, though.