Conversions & attribution

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.

Conversion sources: which sources count as sales

Conversion sources ("Choose which integrations feed your conversions.") lists each data source with its status, Included or Excluded, and the reason. Each source is set to Default, Enabled or Disabled:

• Default — the system decides, as described below. The reason reads, for example, "Automatically included by the system".
• Enabled or Disabled — you force the source in or out ("Manually enabled for conversions" and "Manually disabled for conversions"). This manual setting always wins over what the system would do.

What Default does:

• A direct API data source (an API-type source, with no connector) always counts its orders as sales: you decide what your own integration sends. It shows "Automatically included by the system".
• Webhook-type connectors (Zapier, Make, n8n, Typeform and similar) and other integrations stay excluded while a store is connected, so the same order isn't counted twice. The reason reads "Auto-excluded because shop integrations take priority". Switch one to Enabled if it really is your source of sales.

The flow report, the campaign report and the project dashboard count the same orders as the totals.

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

How attribution works

When a conversion event arrives, Instasent looks back at the contact's earlier interactions with your campaigns and automations (sequences and flows). Each interaction counts if the conversion fell within that interaction's window. The model is cumulative: every campaign or automation 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. A flow's attributed sales also appear in its own report; see Flow analytics.

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