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Fondamentaux
Why do my numbers differ from Meta and Google?
Deviations are normal and usually explainable: different attribution windows, different models, the same conversion claimed by several platforms, and missing signals where consent was not given. Metrunio counts each purchase once, even when browser and server report the same order, and distributes it by a rule you can inspect.
Metrunio shows fewer conversions than the ad account. Why is that?
The four most common causes
| Cause | Effect |
|---|---|
| Multiple claims | Every platform claims the same purchase; the sum exceeds reality. |
| Different windows | A seven-day view window at the platform catches viewable impressions that no longer count under Metrunio’s default one-day view window. |
| Different models | Platforms often use their own undisclosed models; Metrunio states its rule. |
| Missing consent | Without consent no touchpoint exists that Metrunio could attribute. The gap is reported, not filled. |
How to proceed
- 01Compare the same period and the same window first. “Channels & attribution” shows the configured values.
- 02Choose “Last non-direct click” in the model comparison: it distributes among clicks and visits only and comes closest to the click view of most platforms.
- 03If the platform also counts viewable impressions (view-through), compare with “Click before view” and post-view. “Last non-direct click” never gives viewable impressions a share.
- 04Check coverage under “Data status”: discarded events and missing consent often explain the rest.
Note
Full agreement is not the goal. Two systems with different rules almost never arrive at the same number. What matters is the direction of the gap and its explanation.
What Metrunio counts once
A report with the same event_id is not counted again if it arrives for the same website and environment through the same route, from the browser or from a server. A purchase counts once per website and order number: if your shop reports it from both browser and server, or later with a new event_id, it stays one order. Value and currency come from your server’s first report, or without one from the browser’s first report; further reports do not change them. “Data status” then lists the finding ORDER_ALREADY_COUNTED with the order number, or ORDER_VALUE_FROM_SERVER if the server’s value differed. Two shops of one tenant may use the same number; those are two orders.
Dernière vérification le 17 oct. 2026
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Également demandé
- Why does Meta report more conversions than Metrunio?
- My numbers do not match.
- Why is the gap so large?
- Is an order counted twice when browser and server both report it?
Articles connexes
- 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 a conversion not attributed?
What does “unattributed” mean, and how do I improve coverage?
“Unattributed” means the model found no touchpoint for this conversion that it considers. Either none falls inside the attribution window and is linked by a shared identifier, or there are only touchpoints of a kind the model does not distribute. Metrunio does not invent a contact in that case.
- 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.