Analytics: what Overview and Reach count
What Total revenue, ROI, the funnel and each Reach rate count, and why some of these numbers do not move together.
Last reviewed November 7, 2026
Range and campaign
Every Analytics tab opens on the last 7 days across all campaigns. Pick another range at the top right (Last 24 Hours, Last 7 Days, Last 14 Days, Last 30 Days, All Time or Custom range) or one campaign at the top left, and the choice stays as you move between tabs. Test runs, test leads and test orders are never counted.
A custom range runs from the start of its first day to the end of its last, in your browser's time zone. The Runs per day chart groups days in the store's time zone.
The Results card
| Figure | What it counts |
|---|---|
| Total revenue | Orders placed in the range and credited to a campaign, at full order value. Each currency gets its own line. Nothing is converted or added across currencies. |
| Provider cost | What the call, text and email providers charged for outbound calls and messages in the range, in USD. The line under it says how many of them have a charge recorded so far. |
| ROI | USD revenue minus provider cost, divided by provider cost. Revenue in other currencies is left out, and the figure shows a dash when there is no USD revenue or no recorded cost. |
ROI sets revenue against provider charges only. Your ACR plan is not part of the cost. Each figure also shows the previous period of the same length; All Time has nothing to compare with.
The funnel
The funnel follows the runs that started in the range. Both percentages are shares of Campaign runs.
- Campaign runs: runs started in the range, one for each shopper a campaign began working on.
- Engaged: those runs where the shopper replied, texted the store's number, talked on a call or clicked a link the campaign sent. Opening an email does not count, and neither do clicks from bots and link scanners.
- Converted: those runs with a credited order, plus runs that ended with a positive outcome or a hand-off to your team. It is a wider count than orders, so check the Conversions tab before you call it sales.
The funnel counts by the day a run started, while revenue counts by the day the order was placed. A run that started last week can bring an order this week, so Total revenue and Converted do not move together.
The Where revenue came from card splits Total revenue in two: Coupon revenue from orders carrying one of a campaign's codes, and Attributed revenue from orders credited through a recent engagement. How an order gets credited explains both rules.
Reach
Reach starts with how many calls, texts, emails and WhatsApp messages went out in the range. WhatsApp stays at zero because it is switched off. Below that, each channel has two rates, and each rate shows the two counts it is made from.
| Channel | Rate | Counts | Out of |
|---|---|---|---|
| Calls | Pick-up rate | Calls where the shopper spoke | Calls made |
| Calls | Voicemail rate | Calls that reached voicemail | Calls made |
| Open rate | Emails opened at least once | Emails sent that did not fail | |
| Link click rate | Emails with a clicked link | Emails sent that did not fail | |
| SMS | Delivery rate | Texts the carrier confirmed as delivered | Texts sent |
| SMS | Link click rate | Texts with a clicked link | Texts delivered |
Treat the open rate as an upper bound: some mail apps open every message on arrival. Links in emails are always tracked. Links in texts are tracked only while Shorten links in messages is on in General settings, which is the default.
A click counts for the text or email that carried the link, including a text the agent sent during a call and a reply. Clicks from bots and link scanners are left out. The same clicks count as engagement in the funnel and toward crediting orders.
The Integrations tab
An admin can connect Triple Whale or Growth Dept MTA here. With Triple Whale connected, ACR sends each newly credited order every 15 minutes; Triple Whale has the details. With Growth Dept MTA connected, ACR sends MTA one row per campaign per day every 15 minutes: what the calls and texts cost in USD, carrier fees included, link clicks, and recovered orders with their revenue. Each round sends the last 7 days again, so prices that settle late and late orders are corrected; test runs and the store's test contacts are left out. MTA shows them under the platform Growth Dept ACR. Read the rest of your results in ACR or through the API.