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.
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.
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.
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.
You can reset conversion settings to defaults at any time, which returns them to Auto; the data sources you excluded are kept.
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 | 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 |
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.
Reading the results
These settings shape the numbers; you read them on the Sales dashboard, 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.