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Rapports, coûts et export
What is a funnel step worth?
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.
What is the acquisition value of a step, and does it count as revenue?
A purchase brings its value with it: the order value. A funnel step brings none, because a sign-up has no price. So that you can still hold a funnel against ad spend, you give each step an acquisition value in the portal: what a customer who reached this step is worth to you. That is a decision you make, and your team should know it.
The value logic of a step
| Value logic | Meaning |
|---|---|
| From the event, otherwise acquisition value | The default. If the event carries value and currency, that is measured revenue. Otherwise the acquisition value applies. |
| Acquisition value (set) | Every reached step counts with the value from the portal. An amount in the event is not used. |
| Value from the event | Only the amount from the event counts, as revenue. Without an amount the step has no value. |
| No value | The step only counts as reached. |
The default suits steps whose value the event sometimes knows, such as “first payment” with the amount of the chosen plan: metrunio.goal('first_payment', { value: 49, currency: 'EUR' }). A conversion never carries both: either the amount from the event counts as revenue, or the acquisition value stands as a set value. A value in the event always requires a currency.
Measured, attributed, set
Whether a customer reached a step is measured. How revenue and acquisition value are shared among the touchpoints before it is attributed. What a step is worth, you decided: that figure is set, and the signal itself does not contain it.
Where the acquisition value appears
- In the overview as a figure of its own, “Acquisition value, set”, as soon as one occurs in the period.
- Under “Channels & attribution” per channel or campaign as a column of its own, attributed by the chosen model.
- In the funnel per step next to measured revenue, and per channel.
- On every single conversion and in the CSV exports in a column of its own, separate from revenue.
- Google, Meta and the other ad platforms still receive it as the value of the conversion. They bid on it, which is what it is for.
Revenue, attributed revenue and ROAS contain only amounts an event brought with it. You set a channel’s acquisition value against its cost yourself: both sit in the same row under “Channels & attribution”.
Note
Until 30.09.2026 the acquisition value counted as revenue, in past periods too. Existing conversions have been converted, so revenue and ROAS for those periods are lower by these values than before. If you change a step’s acquisition value, the new value applies to new conversions; existing ones keep theirs.
Dernière vérification le 12 oct. 2026
Dans le portail client
Également demandé
- What is the acquisition value?
- What is the fixed value?
- Can I give a sign-up a value?
- What does “from the event, otherwise acquisition value” mean?
- Does the value of a step count as revenue?
- How does a step value affect ROAS?
- Why has my revenue been lower since 30.09.2026?
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 read the funnel report?
What do “Reached”, “Transition” and “Skipped” mean in the funnel?
“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.
- 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.
- 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 campaign actually delivered?
What do I move my budget on, if attribution does not measure effect?
The “Check budget” area sorts your campaigns into three levels: measured (an experiment found a difference), attributed (a model credits it a share) and not answerable (with a reason). Only the top level says anything about effect, and it always carries its interval.