Conversions, Orders and how an order gets credited
The two rules that credit an order to a campaign, what the Conversions and Orders tabs show, and what a refund changes.
Last reviewed November 7, 2026
The two crediting rules
When your store reports a new order, ACR tries two rules in order. The first one that matches decides which campaign gets the credit.
- Discount code. The order used a code registered on one of your campaigns. That campaign gets the credit, whether or not it ever contacted the buyer. Codes match in any letter case, and a code you have since removed from the campaign still counts.
- Recent engagement. The buyer engaged with a campaign within 14 days of placing the order. If several did, the most recent engagement wins.
An engagement is one of these: a click on a link the campaign sent, a text or email reply, a text the shopper sent to the store's number, or a call where the shopper talked for more than 10 seconds. A call also counts, however short, when the call analysis marks it positive, undecided or negative.
These do not count: an opened email, a delivered message with no reply, an unanswered call, a voicemail, a STOP or HELP reply, and clicks from bots or link scanners.
If neither rule matches, nothing is credited. The order still appears on the Orders tab as Not credited, and it still ends the shopper's open runs, as what happens after a purchase explains.
What one credit is worth
Each order is credited once, to one campaign, at its full value. Revenue is never split between campaigns.
The credit is decided when ACR first records the order, paid or not. A later refund or cancellation updates the order's status on the Orders tab, but the credit and its revenue stay. Before you quote ACR revenue elsewhere, check it against your store's own order report.
Window and sales channels
- Attribution window: 14 days by default, and any whole number from 1 to 90.
- Sales channels: by default only Shopify orders from the Online Store (source name
web) are credited, so point-of-sale, draft and other sales channel orders are not. An empty list credits every channel. Orders sent through the Custom API skip this check. - Test orders and orders from test leads are never credited.
Neither setting has a screen yet. A store admin can change them through the API, and the change applies to orders recorded after it:
PUT /api/app/stores/{storeId}/settings
{ "attribution_window_days": 30, "attribution_source_names": ["web", "pos"] }The Conversions tab
Conversions lists one row per credited order placed in the range. In ACR today, only orders count as conversions.
| Column | Shows |
|---|---|
| Lead | The buyer's name |
| Campaign | The campaign that got the credit |
| Revenue | The order total, with Campaign code and the code underneath, or Credited for engagement |
| Converted | How long ago the order was placed; hover for the date and time |
| Lead button | Opens the buyer's lead page |
The filter has one option, Only orders that used a campaign discount code, which leaves the rows credited by the first rule.
The Orders tab
Orders lists every order ACR recorded from your store in the range, credited or not, apart from test orders. With one campaign picked, it narrows to the orders credited to that campaign. The columns are Lead, Campaign, Revenue, Status (the payment status your store reported), Ordered, and Resolved, which reads Code and the code, Engagement, or Not credited.
| Filter | Option | Matches |
|---|---|---|
| Credit | Credited to a campaign / Not credited | Whether any campaign got the credit |
| Payment | Paid | Paid or partly paid, and not cancelled |
| Payment | Payment pending | Pending or authorized, and not cancelled |
| Payment | Refunded | Refunded or partly refunded |
| Payment | Cancelled | The store reported a cancellation |
| Payment | Payment failed | The payment was voided |
| Payment | No payment result yet | No payment status yet, or pending and not cancelled |
| Credited | By the campaign's discount code / By a recent conversation | Which rule gave the credit |
You can tick several Payment options at once; Credit and Credited take one option each. A pending order matches both Payment pending and No payment result yet. Export downloads the rows you are looking at, as Export your data describes.