Reference
Analytics
Three reports for three questions: did the automation make money, is the team keeping up, and are orders actually arriving?
Short answer
Insights has three screens: Analytics (revenue, recovery and campaigns), Team performance (agent response and resolution) and Delivery & RTO (fulfilment outcomes). Revenue uses last-touch attribution over a seven-day window, so it won’t match a click-only report.
Analytics#
| Metric | What it actually measures |
|---|---|
| Recovered revenue | Orders attributed to a recovery journey on last touch within seven days. |
| Campaign revenue | Orders attributed to a broadcast on the same basis. |
| Messages sent and delivered | Volume, by channel. Useful for cost, not for performance. |
| Read rate | Share of delivered messages opened. Expect it to be far above email. |
| Reply rate | The number that predicts revenue best — it means a conversation started. |
Team performance#
Shows per-agent response time, resolution counts and conversation volume.
Don’t just ask who answered most. Check whether first-response time holds at your busiest hour; that’s when customers leave.
Delivery and RTO#
Shows fulfilment outcomes: delivered and returned to origin (RTO), split by payment method.
This tells you whether [COD confirmation](/docs/guides/cod-confirmation) works. Prepaid and confirmed-COD orders should return at clearly different rates.
| Cut | Why it matters |
|---|---|
| RTO by payment method | COD versus prepaid. The gap is your conversion opportunity. |
| RTO by region | Some pin codes are structurally worse. Price or restrict accordingly. |
| RTO by product | A single product driving returns is usually a sizing or expectation problem. |
| Delivery time | Promise this, not your best case. Late delivery drives both RTO and support volume. |
Reading these honestly#
- Attribution is last touch, seven days. It credits reminders customers acted on without clicking, and it will over-credit if you send a lot.
- Sent is not a result. A chart of messages sent measures your spending, not your return.
- Compare like windows. Month-on-month across a sale period tells you about the sale, not the automation.
- Zero recovered revenue with real sends means nobody has completed a checkout after a message yet — not that attribution is broken.
Frequently asked questions
- Why is recovered revenue different from what I expected?
- Attribution is last touch within seven days, so a customer who received a reminder and then came back to your site directly still counts. That is deliberate — click-only attribution badly under-counts WhatsApp, where people often act without tapping the link.
- Why do TopEdge numbers not match Shopify analytics?
- Different definitions. Shopify total sales includes shipping and tax, while store economics reports net of cost of goods, shipping and fees. Check you are comparing the same date range and the same measure before assuming a sync problem.