Why failed order reminders don't show conversions
Engage uses Source Tracking to attribute conversions to emails. When a customer clicks a link in an Engage email and creates a new order, Metorik tracks that order as a conversion from the email.
How tracking works
Engage conversion tracking works by:
Appending an email ID to links in Engage emails (e.g.,
yourstore.com?mtke=42)Storing a cookie in the customer's browser when they click the link
Attributing the new order to that email when the customer checks out
This means a conversion is only recorded when a new order is created after the customer interacts with the email.
Why failed order reminders don't track conversions
Failed order reminders and similar automations work differently. When a customer receives a failed order reminder email and clicks through to complete payment:
The order already exists in your store
The customer is paying for an existing order, not creating a new one
Only the order status changes (e.g., from "failed" to "processing")
The original source/UTM information remains unchanged
Because no new order is created, the tracking mechanism doesn't attribute it as a conversion from the email — even though the email prompted the customer to complete their purchase.
Conversions may still appear if the customer decides to make a new order instead of paying the existing failed order. For example, if they add items to cart and check out again, that new order would be tracked as a conversion from the email.
Future improvements
We understand this limitation and are actively working on a solution to better track conversions for these scenarios in the future.
Need to record a conversion manually?
If you know an order resulted from an Engage email but it wasn't tracked automatically, you can manually set the order as an Engage conversion.