# Conversions & attribution

How Instasent decides what counts as a conversion and when a sale is credited to a message. This page covers the Conversion screen — defining sales, profit and loss, Auto vs Custom — and the Attribution screen — the seven time windows, delivery vs interaction, and the cumulative attribution model.

**Language:** en
**Audience:** platform
**Translation key:** platform.project-settings.conversions-attribution
**Search keywords:** conversion, conversions, attribution, attribution window, attribution windows, sales, profit, lost, revenue, roas, ecpm, conversion event, last click, delivery window, interaction window, tracking
**Related pages:** /platform/es/project-settings/conversions-attribution, /platform/en/insights/conversions, /platform/en/project-settings/short-links-branded-domain, /platform/en/data-sources/connectors
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**This zone's index:** https://docs.instasent.com/platform/en/llms.txt
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**Other language (es):** https://docs.instasent.com/platform/es/project-settings/conversions-attribution.md

Two settings decide how Instasent turns your messaging into sales figures: **Conversion** defines *what* counts as a sale, profit or loss, and **Attribution** defines *when* a sale is credited to a message. Both live under **Settings → Analytics**, and both require a connected store — the sales they measure come from your integrations. You configure them here; you **read** the results on the [Sales dashboard](/platform/en/insights/conversions).

## Conversion: what counts as a sale

The **Conversion** screen defines the events Instasent treats as conversions, across three scopes:

| Scope      | What it measures                                                                               |
| ---------- | ---------------------------------------------------------------------------------------------- |
| **Sales**  | Raw sales revenue — the gross amount recorded per conversion.                                  |
| **Profit** | Net profit (sale minus VAT, taxes, shipping and other costs). Used to calculate ROAS and eCPM. |
| **Lost**   | Money lost from uncompleted sales, lost deals or abandoned checkouts.                          |

### Auto and Custom

Conversion settings have two modes:

- **Auto** — values are resolved automatically from your integrations. A summary table shows, per scope, the conversion, the event and the parameter being used.
- **Custom** — click **Customize** to set the event and parameter for each scope yourself, and to exclude specific data sources from feeding a metric.

> **Note**: To track a monetary amount, the event parameter must contain **"euro"** — conversion revenue is recorded in euros. If a parameter doesn't contain it, Instasent won't read a value from it.

Conversion settings require at least one connected store (an integration data source). Without one, there are no sources to draw from. To connect a store, see [Connectors](/platform/en/data-sources/connectors).

> **Warning**: After you save conversion settings, your changes can take **up to 24 hours** to fully reflect across dashboards, campaign stats and reports.

You can reset conversion settings to defaults at any time, which returns them to **Auto**; the data sources you excluded are kept.

![The Conversion screen with the Auto summary table showing the conversion, event and parameter for Sales, Profit and Lost, plus the conversion sources below](/platform/en/project-settings/images/conversions-attribution--1-conversion-auto-table.png)
*The Conversion screen in Auto mode: the summary table resolves the event and parameter per scope, with the conversion sources listed below.*

## Attribution: when a sale is credited

The **Attribution** screen sets how long after an interaction with a campaign a conversion can still be credited to it. You set each window by picking from a dropdown of presets, ranging from **1 hour up to 15 days**. The windows fall into two groups.

### Delivery windows

Counted from when the message is **successfully delivered** to the contact. Each channel is tuned separately because delivery signals have different reliability:

| Window                              | Channel            | Default |
| ----------------------------------- | ------------------ | ------- |
| **SMS successfully delivered**      | SMS                | 24 h    |
| **RCS successfully delivered**      | RCS                | 24 h    |
| **WhatsApp successfully delivered** | WhatsApp           | 24 h    |
| **Other channels delivered**        | Other (e.g. email) | 24 h    |

The RCS and WhatsApp windows only appear when those channels are available for your project.

### Interaction windows

Counted from when the contact **interacts** with the message. Applied uniformly across all channels — an interaction is a stronger signal than delivery, so the defaults are longer:

| Window                      | Default |
| --------------------------- | ------- |
| **Message opened or read**  | 48 h    |
| **Click on link or button** | 120 h   |
| **Reply received**          | 120 h   |

![The Attribution screen with the Delivery windows section (SMS, RCS and other channels) and the Interaction windows section (opened, click, reply)](/platform/en/project-settings/images/conversions-attribution--2-attribution-windows.png)
*The Attribution screen: delivery windows per channel and interaction windows applied across channels.*

### How attribution works

When a conversion event arrives, Instasent looks back at the contact's earlier interactions with your campaigns. Each interaction counts if the conversion fell within that interaction's window. The model is **cumulative**: every campaign whose window the sale falls inside gets credited — it is **not** a last-click model where only the most recent message wins. Think of it as a billboard: several messages can each contribute to the same sale.

> **Note**: A click on a link or button is tracked through [short links](/platform/en/project-settings/short-links-branded-domain) — so the **Click on link or button** window only applies when your messages use them.

## Reading the results

These settings shape the numbers; you read them on the [Sales dashboard](/platform/en/insights/conversions), where attributed and impacted sales, ROAS and the per-campaign breakdowns appear.

Editing conversion and attribution settings requires the project-write permission. Without it, both screens are read-only.

{/* VERIFY: whether the conversions-attribution topic stays a single doc page (the panel has Conversion and Attribution as two separate screens under Analytics). */}

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