# Insights & analytics

Insights is where you measure your audience, your messaging and — for online stores — your sales. This page maps the available dashboards and the shared filters that drive them all.

**Language:** en
**Audience:** platform
**Translation key:** platform.insights.overview
**Search keywords:** insights, analytics, statistics, dashboards, dashboard, reports, performance, audience growth, conversions, sales, filters, period, date range, data source filter
**Related pages:** /platform/es/insights, /platform/en/insights/audience-growth, /platform/en/insights/messaging-performance, /platform/en/insights/conversions, /platform/en/insights/reports-exports, /platform/en/campaigns/campaign-analytics
**Docs index (every page):** https://docs.instasent.com/llms.txt
**This zone's index:** https://docs.instasent.com/platform/en/llms.txt
**This page:** https://docs.instasent.com/platform/en/insights/ (HTML) · https://docs.instasent.com/platform/en/insights.md (Markdown)
**Other language (es):** https://docs.instasent.com/platform/es/insights.md

**Insights** is your project's analytics area: it pulls together everything you can measure across Instasent — how your audience grows, how your messaging performs, and, for online stores, how it turns into sales — and lets you slice it all with the same filters. It's where you go to answer questions like "how many contacts did I gain this month?" or "how much did my last campaign sell?".

Don't confuse it with the **project dashboard**, the home you land on when you open the project. The home is a quick, mixed snapshot — delivery, revenue, top channels — meant to give you the gist at a glance. Insights is analytics proper: a dedicated dashboard per topic, with more detail and more filters.

## The dashboards

Insights groups its data into separate dashboards, each on its own page:

| Dashboard       | What it answers                                                                            | Availability                          |
| --------------- | ------------------------------------------------------------------------------------------ | ------------------------------------- |
| **Audience**    | How many contacts you have, how they're subscribed, where they come from and how they grow | Always available                      |
| **Performance** | How your messaging is delivered, clicked and unsubscribed across every channel             | Always available                      |
| **Sales**       | How your messaging turns into orders and revenue                                           | Online stores only                    |
| **Reports**     | Downloadable reports your plan has generated                                               | Requires a plan that includes reports |

> **Note**: The **Sales** dashboard only appears for ecommerce projects — those with a connected store. The **Reports** page only appears on plans that include reports.

## Shared filters

Most Insights dashboards share the same filter bar at the top. Change a filter on one dashboard and it carries over to the others.

- **Period** — the date range every chart is measured over. The default is the last 30 days (the Audience dashboard defaults to **All time**). You can pick a preset (today, last 7 / 30 / 90 days, this month, this year…), **All time**, or a **custom** range. Each preset also defines a previous window so figures can be compared. The Performance and Sales dashboards don't offer the longest ranges.
- **Data source** — narrow the data to one or more of your data sources. The Audience dashboard lets you pick a single source; Performance and Sales let you combine several. The selector only appears when the project has more than one data source.
- **Tags & attributes** — filter contacts by tag or attribute. A cap limits how many filters you can stack at once.
- **Refresh** — reloads the dashboard with the latest data. It's throttled, so wait a moment between refreshes.

> **Tip**: Two dashboards add their own filter. **Audience** lets you choose which date drives the growth chart — registration, import, update or last seen. **Performance** lets you focus on a single message type — campaigns, automations or transactional.

![The Insights filter bar with the period selector open, listing presets — today, yesterday, last 3 / 7 / 14 / 30 / 45 / 60 / 90 days, last 12 months, this week, this month, this quarter, this year and their previous windows — plus All time and a Custom range](/platform/en/insights/images/insights--1-period-selector.png)
*The shared period selector, open over the Audience dashboard.*

## Explore the dashboards

- [Audience growth](/platform/en/insights/audience-growth) - Total contacts, subscriptions, where they come from and how they grow.
- [Performance](/platform/en/insights/messaging-performance) - Messages sent, delivered, failed, clicked and unsubscribed, per channel.
- [Conversions](/platform/en/insights/conversions) - Orders, customers and revenue attributed to your messaging.
- [Reports](/platform/en/insights/reports-exports) - Download the reports your plan has generated.

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This is one page of the Instasent documentation. For the complete machine-readable index of every guide and API reference, fetch https://docs.instasent.com/llms.txt — start there for full context.