# 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, /platform/en/automations/flows/flow-analytics **Docs index (every page):** https://docs.instasent.com/llms.txt **This zone's index:** https://docs.instasent.com/platform/en/llms.txt **This page:** https://docs.instasent.com/platform/en/project-settings/conversions-attribution/ (HTML) · https://docs.instasent.com/platform/en/project-settings/conversions-attribution.md (Markdown) **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.* ### 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 | ![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 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. > **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. A flow's attributed sales also appear in its own report; see [Flow analytics](/platform/en/automations/flows/flow-analytics#revenue-conversions-and-roas). Editing conversion and attribution settings requires the project-write permission. Without it, both screens are read-only. --- This is one page of the Instasent documentation. For the complete machine-readable index of every guide and API reference, fetch https://docs.instasent.com/llms.txt — start there for full context.