How ACR counts a recovered order
The rule
When an order arrives, ACR looks for a campaign to credit, in this order:
- If the order used a campaign’s discount code, that campaign gets it, whether or not ACR reached that shopper. A code that has been removed from the campaign still counts for it.
- Otherwise, the campaign that most recently engaged the shopper within the attribution window, 14 days by default, gets it.
- Otherwise, nobody does. The order is still shown on the shopper, but it is not a recovery.
Each order counts once, for one campaign at most, and the record shows which rule matched it.
Why the code goes first
A code the agent sent and the shopper typed is the clearest evidence there is. Engagement is weaker: a shopper who answered a call and then bought may have bought anyway. Putting the code first keeps the strongest signal in charge, and the window keeps engagement from claiming orders long after the conversation.
The rule has a consequence worth planning for. Because any order with the code counts, a code that leaks onto a coupon site, or that you also use in an email, will be credited to the campaign. Give each campaign codes that are used nowhere else.
What counts as engaged
Delivery alone is not engagement. A click on a link ACR sent counts, as does a reply, a call or message from the shopper, or a call in which the shopper spoke for more than ten seconds. A text that was only delivered, or a voicemail nobody returned, does not.
When your other tools disagree
Your attribution tool, your email platform and ACR will not always agree about the same order, because each uses its own rule and window. Pick one source for each number you report and say which it is. ACR’s checkout links can carry your UTM parameters, so your attribution tool can see the visits; sending recovered orders to Growth Dept MTA or Triple Whale is planned and not built yet.