Plenty of plays, no orders

Plays are climbing, orders are not. First establish which of the two problems you have.

Is it broken, or just not working?

Play the board yourself, all the way through, on the live game URL. Do the gifts appear on the destination page and survive to checkout?

• They do not → this is a setup problem. Go to Gifts are missing from the cart.
• They do → the mechanic works and the funnel needs tuning. Read on.

Check completion rate first

The dashboard splits plays from completions.

Low completion rate means shoppers are abandoning the board itself:

• Too many cards. Every extra flip is another chance to leave. Fewer, better gifts beat more gifts.
• The gifts are not worth it. A 5% discount does not justify a game. A real free product does.
• The board does not look like your brand, so it reads as a third-party interstitial. Match your colours and fonts.

High completion rate but no orders means the gifts are winning attention but not closing:

• The destination is wrong. Send shoppers to the specific product the ad promised, not a collection or the homepage.
• The gift is not connected to the purchase. “Free tote with your order” reinforces the product. “10% off” competes with it.
• Price objection, not gift objection. The game cannot fix a product that is priced past what that traffic will pay.

Check the traffic

Attribution here is deliberately strict: the order must carry the game session. Cold, badly targeted traffic will play a game happily and buy nothing. Compare your play-to-order rate against the conversion rate of the same ads pointed straight at the product page. If the direct version is also near zero, the problem is the media, not the board.

Check your attribution window

An order placed days later on another device is not attributed. See How orders are attributed. Real revenue can exist that our dashboard will not claim.

Related: Every metric defined · Using the game with ad platforms