Why are there more leads than calls?

A lead is created as soon as a checkout has an email or phone number. A call comes only after several later checks pass.

Last reviewed November 7, 2026

Where the difference goes

A lead is created as soon as a checkout has an email or a phone number, and a call comes only after several later checks pass. Each lead drops out at one of these points, and the lead's page shows which.

They bought during the wait. No run starts. Events shows Order received.
No run started. Events shows Campaign skipped with the reason. See Why there are no leads in my campaign.
The run started, but the call step was skipped. Open the run and click the step. The usual Note is no_consent: Shopify records text and email marketing consent and nothing about calls, so with Require consent for calls and texts on, the default, Shopify leads get texts and emails but no calls unless call consent is recorded another way. See Consent. Other notes include no_phone, geo_not_allowed, channel_off and no calling number imported into ElevenLabs.
The call step is waiting. It shows Waiting for allowed hours.
The run ended first. An order, an opt-out or a hand-off cancels the steps left.

A call marked Simulated (nothing sent) was recorded without being placed. That happens on test runs and while ACR's live sending is off.