ACR Percentage measures the share of your conversions that Meta can successfully attribute to ad interactions.
ACR Percentage = Attributed Conversions ÷ Total Conversions × 100
| Metric | Definition |
|---|
| Attributed Conversions | Conversions Meta linked to an ad click or view |
| Total Conversions | All purchase events sent through your pixel |
| Metadata | |
|---|
| Type | Percentage |
| Data Source | Meta Ads |
| Aggregation | Average |
Example
Your store achieved 68.4% ACR last month, meaning Meta attributed over two-thirds of your conversions to specific ad interactions.
| Week | Total Conversions | Attributed | ACR % |
|---|
| Week 1 | 1,247 | 842 | 67.52% |
| Week 2 | 1,389 | 962 | 69.26% |
| Week 3 | 1,156 | 791 | 68.43% |
How It Works
ACR reflects how well Meta can trace conversions back to ad touches. Higher ACR comes from better match key coverage—sending hashed emails, phone numbers, and external IDs with your events. When ACR is low, Meta’s ad optimization algorithms have less signal to work with, reducing campaign effectiveness.
When to Use
| Scenario | Action |
|---|
| ACR below 50% | Prioritize improving event coverage and match key quality |
| ACR dropping over time | Investigate changes to data collection or privacy settings |
| Comparing to Coverage Potential ACR | Gauge how much headroom exists for improvement |
| Evaluating EMQ investments | Higher ACR directly improves Meta campaign optimization |
| Metric | Relationship |
|---|
| EMQ Score | Overall quality rating that influences ACR |
| Coverage Potential ACR | How much ACR could improve with better coverage |
