# Conversions

The Sales dashboard shows how your messaging turns into orders and revenue. This page explains how to read attributed sales — orders, customers, revenue and the top breakdowns. Available for online stores.

**Language:** en
**Audience:** platform
**Translation key:** platform.insights.conversions
**Search keywords:** conversions, sales, revenue, orders, customers, attribution, attributed, impacted, roas, roi, ecommerce, top products, top categories, utm
**Related pages:** /platform/es/insights/conversions, /platform/en/insights, /platform/en/insights/messaging-performance, /platform/en/project-settings/conversions-attribution
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The **Sales** dashboard shows how your messaging turns into revenue: the orders, customers and income tied to the messages you send. It's available for **online stores** — projects with a connected store that send order events to Instasent. If you haven't connected a store yet, the dashboard is empty.

This page covers how to **read** your conversions on the dashboard. The **attribution model** behind the numbers — the windows that decide when an order counts as driven by a message — is configured and explained separately, in [Conversions attribution](/platform/en/project-settings/conversions-attribution).

It shares the [Insights filters](/platform/en/insights#shared-filters) — period, data source, tags.

![The Sales dashboard: five cards at the top (orders, customers, sales, average per order, average per customer) with the orders-per-day and revenue charts below](/platform/en/insights/images/conversions--1-sales-dashboard.png)
*The Sales dashboard — order and revenue totals on top, with the per-day charts below.*

## Order totals

The top of the dashboard summarises sales over the period: number of **orders**, number of **customers**, total **revenue**, and the averages — **revenue per order** and **revenue per customer**. Revenue is always shown in euros.

## How conversions are read

Instasent links orders to your messaging in two ways, and the dashboard distinguishes them:

- **Attributed** — orders that carry an Instasent tracking tag (from the link the contact clicked). These are tied directly to a specific campaign or automation, so they appear in the per-campaign and per-channel tables.
- **Impacted** — orders from customers who received an Instasent message shortly before buying, even without a direct tracking tag. This is a broader measure of effectiveness, capturing influence the direct tag misses.

In short: **attributed** is the sale you can trace click by click to a specific message; **impacted** is the sale that came from someone you'd reached recently, even when you can't trace the exact path.

From these, the dashboard derives the standard efficiency metrics: return on ad spend (ROAS), ROI, customer acquisition cost, conversion rate and a loyalty score.

## Breakdowns

The dashboard slices your sales several ways:

- **Orders by day** — orders and revenue per interval.
- **Sales by day of week** and **Sales by hour of day** — when your customers buy.
- **Top selling categories** and **Top selling products** — what sells most.
- **Customer frequency** — new versus returning customers.
- **Attribution** — orders broken down by source and by the UTM tags on each order, with revenue per campaign and automation.
- **Location** — orders by country and by city.

> **Note**: Most sales breakdowns require a plan with **enhanced analytics**. The attribution breakdown and the country / city location are available without it.

## The attribution model

An order counts as driven by a message when it lands within the attribution **window** after that message. By default a message can claim an order placed up to **24 hours** after it was sent, extended to **5 days** when the contact clicked a link in it. These windows are configurable per channel under **Settings → Attribution**, and require a connected store.

This page only summarises the model so you can read the dashboard. For the full detail — every window, the defaults, how cumulative attribution works — see [Conversions attribution](/platform/en/project-settings/conversions-attribution).

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