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Limites et périmètre
Where does measurement end?
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.
What are the limits of Metrunio’s measurement?
- Post-view is only measurable where your own impression or viewability tags can be served. Closed platforms do not allow that everywhere.
- A served impression is not automatically viewable; only viewable impressions create post-view credits.
- A viewable impression without a click only reaches the purchase through the view identifier. That is a cookie of the measurement address that Safari and Brave discard in third-party context and Firefox puts into a partition from which it never reaches the shop. The linkable share is measured and shown as post-view coverage; what the browser drops is not replaced.
- Where signals are missing, no touchpoints are invented. Conversions stay visibly “unattributed”.
- Attribution describes assignment, not causal advertising effect. To measure the effect you need an experiment. Metrunio has one, and it is kept separate from attribution.
- Without consent, data gaps arise deliberately; coverage is shown in the portal.
- No complete personal journey across every platform and device.
- Funnel steps count per customer identifier. Without identify() a step counts per browser, so the same person on two devices counts twice. A funnel is built only from steps your code sends, not from page views.
- When two identities merge, the earlier of two conversions of the same step is kept. A return that was already reported to an ad platform cannot be recalled.
Note
The stated coverage is itself a metric: it says how much of reality a number actually reflects.
Dernière vérification le 12 oct. 2026
Également demandé
- What cannot be measured?
- Limits of attribution
- How complete is the data?
Articles connexes
- How post-view is measured and where it is not
How does a viewable impression without a click get to a purchase in my shop?
Through a cookie on the measurement address: pixel and viewability tag set it with consent, the SDK in your shop returns it, and the link is made on the server. That works in Chrome and Edge, not in Safari, Firefox or Brave. How large the linkable share is for you is shown as post-view coverage in the portal.
- What is post-view and what does it tell me?
Why should I count viewable impressions without a click?
Post-view means: a viewable ad that was not followed by a click is linked to a later order or lead and taken into account by your model. That gives a number to contacts click measurement cannot see, display in particular; it only works where your own tag runs, both sides have consented and the browser returns the view identifier. Viewable impressions receive a share from the Pro plan, and how much they count is decided by model and view window.
- Does Metrunio measure Meta and Google ads?
Can Metrunio measure my ads on Meta, Google and TikTok?
The click yes, the viewable impression before it no. Inside the closed feeds of Meta, Google and TikTok no platform allows a third-party impression tag; there Metrunio measures the click and the conversion, and the viewable impression only exists as the platform’s own number. On display, programmatic and affiliate Metrunio measures delivery and viewability itself; for newsletters the open, which is not a viewable impression.
- Why is there no cross-device matching?
Can Metrunio tell that someone clicked on mobile and bought on a laptop?
Only when a shared, unambiguous identifier exists, for example a pseudonymised customer number after signing in. Probabilistic matching through device characteristics deliberately does not exist.
- How do I measure what the advertising actually achieved?
Can Metrunio measure the effect of advertising, not just assign it?
With an experiment: the switchback trial is available from Growth, two campaign groups from Scale and on the agency plan. An experiment compares two groups that should differ in exactly one thing and measures the difference along with its uncertainty. Attribution does not answer this: it says which touchpoint a conversion is credited to, not whether it would have happened without the advertising.
- 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.