Marketing analytics
A fixed point in your marketing data.
In a nutshell
- A real MER number
- No double-counting
- Accounting connected
- Margin, not revenue
- Payment gateways
- Data in Europe
The product
One number. Not the platform's number.
Metric shows what's left after cost of goods, shipping, and payment fees are subtracted — not what the ad platforms count themselves. The system pulls the data itself, corrects for cross-channel double-counting, and verifies every króna against orders in your accounting.
Metric shows what's left after cost of goods, shipping, and payment fees are subtracted — not what the ad platforms count themselves.
- The problem
- Meta, Google, and TikTok each claim the same order — often 30–40% more sales combined than the bank actually received
- Connection
- Pulls data itself from the APIs of Meta, Google, TikTok, Shopify, DK, Regla, and Payday — no CSV file on a Friday afternoon
- Correction
- Every order matched to one source, double-counting corrected, and refunds subtracted
- Margin
- Cost of goods pulled from your Icelandic accounting system — so the number shows what's actually left, not just revenue
- Pricing
- Icelandic krónur, no currency risk — the same number in January and December
The formulas aren't a secret
Three numbers — nothing hidden
The formulas are open, calculated from the same sample data the dashboard shows.
- 01
MER — overall efficiency
Net revenue divided by ad spend. Doesn't rely on the platforms' attribution models, which is why it's comparable month to month.
- 02
Verified ROAS per channel
Verified channel sales divided by channel cost, after double-counting has been corrected — a lower number than Meta shows you, but a usable one.
- 03
CAC — cost per new customer
Marketing cost divided by the number of new customers, separated from repeat purchases.
The platform
Four parts. One number out.
Metric isn't another interface bolted onto Google Analytics. It pulls the data itself, tracks the sale itself, and calculates the number itself — so the number that's left is yours, not the platform's.
No CSV file on a Friday
A data lake that fills itself
Metric pulls the numbers directly from the APIs of Meta, Google, TikTok, Shopify, and more — daily, automatically, with no copy-pasting.
- Shopify, WooCommerce, Klaviyo, Mailchimp, and Brevo connected and re-synced daily
- Meta, Google, and TikTok Ads — Snapchat, LinkedIn, and Pinterest on the roadmap
- DK, Regla, and Payday connected for Icelandic accounting
- One consistent data source instead of five separate logins
Corrected for platform claims
One number, not double-counted
When Meta, Google, and TikTok each count their own sales, every platform claims the same order. Metric matches every order to one source and counts it once.
- Verified against orders in Shopify, not just the platforms' attribution models
- Refunds and returns subtracted
- The gap between platforms and accounting shown in black and white
- The same number whether you look in January or December
Icelandic connections nobody else builds
Margin, not just revenue
Foreign tools see Shopify. Metric also sees DK, Rapyd, and Dropp — which is why it can tell you what's actually left, not just what came through.
- Cost of goods and inventory from DK Hugbúnaður
- Chart of accounts and real cost from Regla
- Payment fees from Rapyd, Teya, and Straumur, shipping cost from Dropp and Pósturinn
- Margin after product, shipping, and fees — not before
Calculated in the browser, no sign-up
Your break-even point
Enter revenue, ad spend, and margin percentage and see instantly where marketing stops paying for itself — no sign-up, no email required.
- Three numbers you already know by heart
- Break-even calculated instantly in the browser
- No data sent from your device — calculated locally
- The same model the dashboard is built on
Getting started
Connected and talking the same day
Self-serve where possible — we set it up with you where it isn't.
- 01
Sign up
You create an account and get a 14-day trial — no credit card required.
- 02
Connect your store and ads
Shopify, WooCommerce, or a custom store connect automatically. Meta and Google Ads are self-serve via OAuth.
- 03
Connect your accounting
An access key for DK, Regla, or Payday fetches your books — usually just one email to your bookkeeper.
- 04
Your first number appears
Revenue and orders show up instantly; MER and ROAS once your ad data is connected.
Get a free ad audit first
Fill in a form, grant read access, and get a detailed report within two business days — which campaigns paid off and what could have been saved. No obligation.
Get a free ad auditSupport and operations
Help from the team that built the platform
Metric is built and run by Novamedia. The same team answers when a connection breaks or a number looks off.
Hands-on connection work
For systems that don't connect automatically, you tell us what you use and we set the connection up with you.
Data within the EEA
All data stored on servers within the European Economic Area. Metric doesn't sell data or share it with third parties.
The team that built it
Novamedia builds and runs Metric — reach the same team at metric@metric.is whenever you need help.
Pricing
Three plans. No currency risk.
The same number in January and December, regardless of the dollar. A 14-day trial on every plan, no lock-in.
Starter
For one store that finally wants to see the whole picture
ISK 9,900
per month
- 1 store or website — Shopify, WooCommerce, or a custom build
- Revenue and orders on the dashboard instantly
- Meta and Google Ads — MER, ROAS, and CAC once connected
- 14-day trial, no credit card · 2 users
Professional
The full package: Icelandic accounting integration and priority onboarding
ISK 29,900
per month
- Everything in Starter
- TikTok, Snapchat, LinkedIn, and Pinterest Ads
- Connection to DK, Regla, and Payday for real margin
- Slack and Teams summaries, unlimited users
Enterprise
For businesses with multiple brands, markets, or currencies
Custom pricing
- Everything in Professional
- Multiple stores or brands — priced by scale
- Multi-currency and custom reporting
- A dedicated consultant and on-site implementation
All prices exclude VAT, in Icelandic krónur. A 14-day trial, no credit card, no lock-in.
See the full price list on metric.isQuestions
Frequently asked questions about Metric
How long does it take to connect the system?
Shopify, WooCommerce, Klaviyo, Mailchimp, DK, Regla, and Payday connect instantly — you enter your own keys and the data starts flowing. For everything else, you tell us what you use and we set the connection up with you.
Why are the numbers lower than what Meta shows me?
Because Meta counts sales that Google also counts. Metric matches every order to one source and counts it once — the number ends up lower, but it's one you can actually put in a budget.
Where is my data stored?
On servers within the European Economic Area. Metric acts as a data processor under privacy law and doesn't sell data or share it with third parties.
Do I need to stop using Google Analytics?
No. Metric replaces the manual spreadsheet work, not GA4. You can keep both connected and compare them.
I don't use an Icelandic accounting system. Is this useless for me?
No, but you'll get less out of it to start. Without an accounting connection, Metric still calculates revenue, MER, ROAS, and CAC — the margin piece waits until your accounting system is connected.
Is there a lock-in period?
None. A monthly subscription you cancel inside the platform, no calls required. The trial is 14 days and no credit card is needed to start.
Get a free ad audit
Fill in a form, grant read access, and get a detailed report within two business days — which campaigns paid off and what could have been saved. No obligation, no credit card.