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Rapports, coûts et export
How do I read the funnel report?
“Reached” is the measured number of customers who reached the step in the period, once per customer. “Transition” follows the cohort: of the customers who reached the previous step in the period, the share that reached this step by the end of the period (never above 100%). “Skipped” are customers who reached the step but never the one before it.
What do “Reached”, “Transition” and “Skipped” mean in the funnel?
The funnel lives in the “Orders & goals” report; there is no separate menu item. The card appears as soon as two active funnel steps exist and shows them in order. Four columns are measured, the acquisition value is set by you, and the card says so.
| Column | Meaning | Layer |
|---|---|---|
| Reached (customers) | customers who reached the step in the period, once per customer | measured |
| Transition | share of the previous step’s cohort that reached this step by the end of the period | measured |
| Skipped | customers who reached the step without ever reaching the previous one | measured |
| Revenue, measured | amounts the step’s events brought with them in the period | measured |
| Acquisition value, set | acquisition values of the steps reached in the period (see “What is a funnel step worth?”) | set |
The cohort rule
Transition is not “reached in this row divided by reached in the row above”. That calculation compares two different groups: whoever signed up in March can set up in April, and a weak sign-up week would then show more than 100% transition. Instead the report follows the cohort: it takes the customers who reached the previous step in the period and counts what share of them reached this step by the end of the period. The value is therefore always between 0 and 100%. For a short period it is low because the cohort is still under way. That is a statement about time, not about the funnel.
“Skipped” shows where your funnel is less linear than you defined it: customers who reached “set up”, say, without “signed up” ever being reported. Usually that is a missing call in the code, or a step that arrived under a different identifier without identify(). The figure is measured; it is neither netted nor filled in.
Channels per step
Below the funnel card, each step lists the channels attributed to it under the attribution model you chose at the top. Each channel shows attributed conversions, attributed revenue and attributed acquisition value. Those shares are attributed, not measured: a customer who arrived through an ad and signed up two weeks later gives the ad a share of “signed up”, provided the contact lies within the click window. A purchase only attaches to a journey that was active in the last 30 days; a step attaches to the customer’s most recent journey even if it has been idle longer. Whether a contact in it receives a share is decided solely by the click or view window.
On the “Channels & attribution” page you can narrow the report to a single conversion definition, for example “first_payment”. Cost then remains the total of the period: ad spend is incurred for campaigns, not for a step. The report says so (costs.basis: filtered). A ROAS on one step is therefore the attributed revenue of that step against all cost; the acquisition value sits next to it and never in ROAS.
Note
The funnel is built only from the steps your code sends. Metrunio does not construct one from click paths, visited pages or time on site, and a step your code does not send is missing from the report. It is not derived from other signals.
Dernière vérification le 12 oct. 2026
Dans le portail client
Également demandé
- Where do I find the funnel?
- How is the transition calculated?
- Why is transition not reached divided by reached?
- What does skipped mean?
- Which channel brings the sign-ups?
- How do I see attribution for a single step?
- Why is there no funnel card?
- What is the difference between revenue and acquisition value in the funnel?
Articles connexes
- 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.
- How do I report a funnel step?
How do I send the steps of my funnel from the browser or the backend?
In the browser with
metrunio.identify(userId)once after sign-in and thenmetrunio.goal('key')per step; from the backend withPOST /v1/server/eventsand an event of typegoalcarryinggoal_keyanduser_id. Both routes are equivalent; a step without a customer identifier is rejected. - What is a funnel step worth?
What is the acquisition value of a step, and does it count as revenue?
Every step can carry an acquisition value in the portal: what a customer who reached this step is worth to you. You set this value, so reports show it separately and never in revenue or ROAS. If an event brings its own value, such as the amount of the first payment, that is measured revenue.
- How do the attribution models calculate?
Which models exist and how do they distribute the share?
There are seven models: six distribute a conversion by a fixed, disclosed rule, and the seventh reads the rule from your own paths. If a model finds matching touchpoints, it distributes the conversion’s full value across them; if it finds none, the conversion stays “unattributed” and is shown separately. Attributed and unattributed together add up to all conversions it calculates.
- 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.
- 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.
- 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.