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.
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.
It shares the Insights filters — period, data source, tags.
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.
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.