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Fondamentaux
Which events does Metrunio measure?
There are fifteen event types. The four advertising events require marketing consent, all others at least analytics consent; without matching consent an event is not stored. The only exception is purchases and refunds your server reports without consent: they count for revenue reconciliation with their order number, without browser, customer or advertising identifiers, and are not attributed; after a refusal this only applies with an activated additional instruction.
Which event types exist and what consent do they need?
| Event type | Meaning | Consent |
|---|---|---|
| ad_impression | creative was served | marketing |
| ad_viewable_impression | creative was viewable | marketing |
| ad_click | click on a creative | marketing |
| email_open | newsletter opened, reported by the mailing system, never a viewable impression | marketing |
| session_start | start of a session | analytics |
| page_view | page view | analytics |
| product_view | product detail view | analytics |
| add_to_cart | item added to cart | analytics |
| form_submit | form submitted | analytics |
| lead | lead created | analytics |
| purchase | purchase completed | analytics |
| refund | refund | analytics |
| custom | your own event | analytics |
| goal | funnel step of an application reached, counts once per customer | analytics |
| survey | answer to the post-purchase question; self-reported, never revenue and never attributed | analytics |
purchase and refund need an order ID; lead needs a lead or order ID; goal needs a key (goal_key) and a customer identifier; survey needs an order ID and an answer key (survey_answer). A value always requires a currency in ISO 4217, for example EUR.
Note
The schema version travels with every event (schema_version, currently 1.1). Version 1.1 introduced goal. Older versions stay readable; a change gets a new version rather than a silent adjustment.
Dernière vérification le 12 oct. 2026
Également demandé
- Which events can I send?
- Are custom events supported?
- Which event types does the SDK support?
Articles connexes
- What does the tracking SDK offer?
Which JavaScript calls are available?
The SDK provides init, setConsent, page, track, identify, conversion, goal and reset, plus paymentReference for Stripe and PayPal, fillForm for forms, and renderSurvey and survey for the post-purchase question. It loads asynchronously, queues calls made before it loads, and sends events in batches.
- How do I report conversions server-side?
How do I send events from my shop, CRM or backend?
Through POST /v1/server/events to the collector, with the server key in the authorization header. The portal shows the address and the ready-made call for your website under “Setup” on the “Server Events API” tab. The call is independent of the browser and therefore robust against ad blockers and short-lived cookies.
- What happens without consent?
Is nothing really stored without consent?
By default, Metrunio stores nothing without matching consent, not even a raw event, and the tracking script sends nothing before a decision. One documented case differs: purchases and refunds your server reports without consent count towards measured revenue for revenue reconciliation, with their order number and without browser, customer or advertising identifiers, and are not attributed. After a refusal this only applies with an activated additional instruction. Without consent on the ad side, the click redirect passes on only the campaign, no click ID.
- 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 ask customers after a purchase how they found me?
Can Metrunio ask after a purchase how someone heard about us?
With the post-purchase question, on every plan. You switch it on under “Settings → Measurement rules” and call
metrunio.renderSurvey()with the order number on your thank-you page. The answers appear as “self-reported” under “Channels & attribution”: next to what is measured, never in revenue and never in an attribution.