Someone clicks “Decline” in the banner, puts two pairs of wool socks in the basket and pays. The order is real, and so is the revenue. Your measurement just does not know which ad came before it. And in this case it is not supposed to.
Why there is no journey without consent
To attribute an order to the advertising before it, Metrunio has to recognise the same browser over several days: the click on Monday, the visit on Thursday, the purchase on Saturday. That only works with an identifier stored on the device. Without consent Metrunio does not create one, and the script sends nothing before the decision in the banner. Without an identifier there is no journey and no attribution.
What still arrives
The order itself can arrive if your shop reports it from the server, as the plugins for Shopify, Shopware and WordPress do. It then counts towards revenue reconciliation: with order number and amount, without browser, customer or advertising identifiers. In the report it shows as “unattributed” with the reason “No consent”.
Metrunio distinguishes two cases. If someone made no decision in the banner at all, the order counts this way. If someone explicitly declined, it only counts if the additional instruction for revenue reconciliation is activated for your account; without it Metrunio rejects the order and it is missing from measured revenue. After a refusal an order is never attributed to a visit or channel and never reported to an ad platform.
An example with round numbers
A month with 1,000 orders in your shop: 780 with consent, 150 without a decision in the banner, 70 after a refusal. Before 702 of the 780 orders with consent, Metrunio measured a visit or ad contact.
| Without additional instruction | With additional instruction | |
|---|---|---|
| Orders in measured revenue | 930 | 1,000 |
| of which “unattributed” with reason “No consent” | 150 | 220 |
| Orders with a measured touchpoint before them | 702 | 702 |
| Attribution rate | 75.5% | 70.2% |
The attribution rate is the share of orders or leads preceded by a measured touchpoint. With the additional instruction it falls, although nothing is measured any worse: 70 orders are added that are not allowed to have a touchpoint. In return, your measured revenue then counts all 1,000 orders in the example.
What Metrunio does not fill in
The 220 orders without consent stay unattributed. Metrunio does not spread them across channels following the pattern of the others, and it adds no touchpoints from a model. Otherwise the report would show a distribution that nobody measured for these orders.
You see the gap in three places: the attribution rate in the overview; under “Data status”, the “Blocked by consent” count for events that arrived without consent and were not stored; and, from the Pro plan, the post-view coverage under “Channels & attribution”, which shows how many viewable impressions can be linked to a visit to the shop.
What you can do
First check whether your banner passes the decision on to Metrunio at all. If the signal is missing, orders from people who did consent end up in the gap too. How to check it is in the help under “How do I check my consent status?”.
Whether you sign the additional instruction, and what you base revenue reconciliation on, you decide with your data protection adviser. Metrunio only counts orders after a refusal once the completed instruction is in place and activated.
À retenir
An order without consent is in revenue and in no channel. The attribution rate tells you how many there are.